Religious Festival Marketing: Distinguishing between Devout Believers and Tourists

Customer classification is an integral part of marketing planning activities. Researchers have struggled to classify “pilgrims” and “tourists” because these groups overlap to a large extent in terms of their identities while participating in religious activities/sightseeing. To achieve sustainable t...

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Bibliographic Details
Authors: Wang, Kuo-Yan (Author) ; Kasim, Azilah (Author) ; Yu, Jing (Author)
Format: Electronic Article
Language:English
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Published: MDPI [2020]
In: Religions
Year: 2020, Volume: 11, Issue: 3
Further subjects:B Festival performance
B Factor analysis
B Motivation
B folklore belief
B customer classification
Online Access: Presumably Free Access
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