Yoga wellness tourism: a study of marketing strategies in India

Abstract

Purpose The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination. Design/methodology/approach The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Ten in-depth, semi-structured interviews were conducted with yoga practitioners from various backgrounds and yoga levels who have travelled to India for yoga tourism purposes. Findings The findings determined that interpretation of yoga tourism is crucial in the choice of marketing approach adopted by destinations offering yoga retreats because, as the study has shown, various perceptions of yoga constitute the basis for particular promotional strategies. Research limitations/implications Future research could expand on the sample size and demographics of the current study by investigating, possibly through comparative means, larger groups of more diversified yoga practitioners from different countries or backgrounds. Practical implications It was recommended that India’s tourism marketers re-design their approach concerning an ‘authentic’ yoga experience. Indian destination marketing organisations should target those searching for an authentic yoga experience and use imagery that is realistic. Originality/value The findings of this study have led to the re-positioning of yoga tourism in India, utilising a unique combinative approach in which a more inclusive concept of wellness is juxtaposed against a lack of any religious referencing. It was also revealed that the motivations of yoga tourists are only partially targeted through an undifferentiated strategic marketing approach.

Untitled

“…The detailed evaluation of the country's marketing strategies has advanced prior-related research by identifying four main ways; three of which relate to the understanding of yoga tourismwellness, sport and spiritual tourismwhile the fourth is concerned with the authenticity of the yoga experience and its role in marketing. In doing so, we have explained how the motivations of yoga tourists are only partly targeted through a similar strategic marketing approach (Telej and Gamble 2019).…”

“…Such an analysis may be more engaging to western tourists who regularly see the activity as part of weight loss, promoting yoga as an effortless alternative to the typical gym experience (Fish 2006). Apparently, such marketing of yoga travel can compare to characteristics of sports tourism, especially since it communicates the physical side of the activity (Telej and Gamble 2019). In Egypt, the utilization of such an approach can be easily observed; it is reflected by disregarding the fact that the activity is a derivative from the Pharaohs' actions, where health and fitness, even if valued, were not the main focus of the practice, interpreting it as a purely physical exercise (Brown et al 2017).…”

“…This is also the case in the USA market, in which religious components of the marketing strategy are increasingly excluded in favour of newage spirituality aspects, as part of a shifting emphasis towards fitness and medical logics (Ertimur and Coskuner-Balli 2015). Conversely, the reason for this in the Egypt market might be the absence of a target market fascinated with such an approach that is often considered outmoded and inappropriate to the needs of modern societies (Telej and Gamble 2019).…”

Wellness tourism and the components of its offer system: a holistic perspective

“…In this category, the predominant offers focus on the search for spirituality (Buzinde, 2020), in the sense of finding a way to spend one's free time exploring mystical and religious experiences. In contemporary society, which is undergoing an ever more pronounced "spiritual revolution," there are growing numbers of tourists (Sharma and Nayak, 2018), looking for spiritual experiences via different meditative paths such as "Yoga" (Dillette et al, 2020;Telej and Gamble, 2019;Sharma and Nayak, 2018;Lehto et al, 2006) or "New Age" (Smith and Puczk o, 2008).…”

Social media usage in Indian beauty and wellness industry: a qualitative study

“…Social media, in just one decade, has transformed the way of doing business which attracted various industries (Ngai et al , 2015), be it in beauty industry (Stokinger and Ozuem, 2014 and 2016), hotel industry (Mueller and Kaufmann, 2001; Antony et al , 2004), wellness tourism (Voigt et al , 2011; Telej and Gamble, 2019) or spa culture (Tabacchi, 2010; Islam, 2014). Lagrosen and Grunden (2014) mentioned that, “The wellness industry is expanding in most parts of the world.…”