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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI
2020
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/27762/1/R%2011%208%202020%20413-521.pdf http://repo.uum.edu.my/27762/ http://doi.org/10.3390/rel11080413 |
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