Creating Spiritual Values in Tourism: Insights From Buddhist Monks and Tour Operators
Published online on June 21, 2025
Abstract
Journal of Travel Research, Ahead of Print.
This study explores the unique role of Buddhist monks in spiritual tourism through the 5V model of value creation. Qualitative interviews were conducted with 22 Vietnamese Buddhist monks and 15 spiritual tour operators. Through thematic analysis, key ...
This study explores the unique role of Buddhist monks in spiritual tourism through the 5V model of value creation. Qualitative interviews were conducted with 22 Vietnamese Buddhist monks and 15 spiritual tour operators. Through thematic analysis, key ...