Promoting Religious Tourism in Pakistan: Empirical Evidence from Sikh Pilgrims Visiting Pakistan

Abstract

The present study was aimed at promoting religious tourism in Pakistan by finding out the prevalent weaknesses in the marketing mix of Religious Tourism in Pakistan. The research was quantitative in nature. Data was collected from a sample of 357 Sikh Pilgrims on a five-point Likert scaled questionnaire. Exploratory and Confirmatory factor analysis were conducted to measure the hypothesized relationship b/w dependent and independent variables and validity of the construct. Multiple Linear Regression analysis was used to check the hypothesized influence of marketing mix on religious tourist satisfaction. Findings of the study revealed that product and price have significant positive effect; promotion has significant negative effect whereas placement has insignificant negative effect on pilgrims’ satisfaction. Strategies were recommended for enhancement of Marketing Mix of religious tourism in Pakistan that might help promote tourism in the country thereby making it a main source of revenue for it. The study is an addition to the existing knowledge as it comprehensively discusses religious tourism especially Sikhism in the context of Pakistan.