Understanding Sustainable Destination Management in the Maha Kumbh’s Context

The Maha Kumbh attracted countless devotees to celebrate the sacred occasion. It is among the largest sacred gatherings that inspire and stimulate spiritual tourism and, in turn, contribute to the destination’s overall development, especially from a sustainability standpoint. With this in view, the present article weaves together meaningful marketing constructs that explain the revitalization of a destination. The research adopts a conceptual approach and concludes by presenting a framework to explain the destination’s revitalization. Supported by the conceptual model, the work anticipates offering a systematic contribution to the research streams of sustainability, destination marketing and growing literature on Maha Kumbh. The study also makes societal contributions by adopting a conceptual approach and contributing to diverse research streams.