From tradition to transformation: understanding the drivers of spiritual tourism as a catalyst for community-based development in India using a mixed-method analysis

Purpose The purpose of this study is to use the rich cultural heritage and a long history of spirituality in India to create an opportunity to grow as a major player in global tourism and travel. There is a need for greater clarity and coherence in the concept of spiritual tourism. In this regard, examining the key drivers or barriers that contribute to the development of spiritual tourism in India will be useful. Design/methodology/approach This study begins with the identification of 12 key factors that affect the development of spiritual tourism, based on a review of prior literature and the use of the Delphi method to solicit input from experts on these factors. These identified factors were then analysed using the decision-making trial and evaluation laboratory (DEMATEL)–interpretive structural modeling (ISM)–Matrice dU’impacts croisés multiplication appliquée à un classement (MICMAC) methodology to identify relationships between the identified factors, determine which factors have an effect upon one another, rank the factors based on their relative importance and provide insight into the cumulative effect of the factors. Findings The research results indicate that the three primary determinants for developing spiritual tourism are government initiatives, pilgrimage traditions and experiences and infrastructure and access. The findings demonstrate the importance of spiritual tourism in creating jobs and supporting local economies in economically disadvantaged areas. The findings also offer practical suggestions for governments, tourism developers and local businesses wishing to create and maintain spiritual tourism as a vehicle for sustainable and local economic development. Originality/value This study offers an original and unique approach to examining the key determinants of spiritual tourism in India by integrating both qualitative (Delphi) and quantitative (DEMATEL, ISM and MICMAC) methods of investigation. This study provides evidence that spiritual tourism can be a tool for empowering communities, creating entrepreneurial activity and promoting inclusive regional policy, thus extending the discussion on enterprising communities.