Tourism is one of the sectors that has grown rapidly in the world and contributes to many countries in many ways. In this context, the marketing of tourism products and services is a strategic issue for the tourism sector. Bowen and Clarke indicate that each market segment is comprised of customers with different needs and specific interests. There are increasing numbers of tourists taking journeys with spiritual motives in search of personal healing. What links tourists to such journeys is the innate curiosity for internal development, self-discovery and the acquisition of a meaning or purpose. Today’s tourists, many of whom tend not to be members of a particular religion, are seeking their own spiritual enlightenment in secular or multifaith societies. If they cannot find it in their home environment they are travelling to search for it in other places. Since the beginning of time, it is believed that man has defined some elements of the natural and artificial environment as spiritual spaces in terms of having sacred and supernatural qualities. Even though the spiritual meaning of some has disappeared over time, there is still a great deal of interest in many of these ancient sites and there are examples worldwide1. Nowadays, the development of spiritual travel has taken place in a world where neo-liberalism and materialism have become widespread in modern life. Numerous researchers acknowledge that tourism experiences are not just physical travel, and the experience can also be related to spiritual things, psychological and physical benefits, personal development, and changes in the individual’s life. In this regard, Haq and Jackson state that spiritual tourism forms a new subfield as a type of special interest tourism. Hawks (1994) points out that spirituality refers to a state in which there is a high level of commitment, hope and acceptance, a well-defined worldview, a strong belief system, principles, ethics and values, love, joy, peace and self-realization (Source: Religious Tourism and Spirituality).
Postmodern Spiritualism and Growing Opportunities for Pilgrimage Tourism
