Smart Tourism Intermingling with Indian Spiritual Destinations: Role of e-WoM Sentiments in marketing


  • Senthil Veerasamy Thiagarajar School of Management
  • Goswami Thiagarajar School of Management



Smart technology, Spiritual destinations, Experiences, Social places, e-WoM


The purpose of this study is to see how smart tourism and sentiments help tourists seeking spiritual experiences that are deep-rooted in ancient Indian traditions as opposed to materialistic getaways. Exploratory research through sentiments of YouTube and Tweets followers are collected in sample. A qualitative-quantitative research method is used in this paper to analyse the sentiments on Indian popular spiritual destinations. Smart tourism allows larger, coordinated efforts for Innovation, quality of life and sustainable tourism through rich data infrastructure within the ambit of specific destinations. Within a context, personalisation and real-time monitoring can occur where sentiments are positive or highly positive for that matter. Fundamental to tourists? experiences is an aesthetic obsession with authenticity. The diversity of smart technologies applicable to experiences in the smart spiritual tourism sphere is still to be defined on a more granular level where religion still holds the glue. This paper seeks to explore the smart tourism experience concept applied to spirituality (STES) in more depth to facilitate further contributions. A smart tourism experience can be co-created for better delivery and a conducive environment for such an experience to emerge. Each spiritual destination is unique and complex. Policy responses can address the impact mainly through knowledge (human) resources.

Author Biography

Goswami, Thiagarajar School of Management

Dr Goswami has over 3 decades of experience as an educator, having served as a professor in renowned institutes in India, and abroad. I.I.L.M., I.M.T,Ghazibad, and Amity University are some of the institutes whose students had the good fortune of having studied under him. Many of his research papers have been recognized and accepted internationally. The chief among them are, a paper on Healthcare Branding by Atiner, an Intl. Conference Body in Greece, and a paper that he co-authored which was accepted by the International Journal of Entrepreneurship and Innovation Management (Scopus, ABDC – C category). Additionally, he also did a 3 year stint in the industry as a professional, and this gives him a hands-on approach and outlook to education. He was invited to speak at the Brand Summit hosted by Assocham, Delhi. He presented his thoughts and research on the theme of ‘Unlocking the Unconscious Behavior in Branding exercises.


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How to Cite

Veerasamy, S., & Goswami, S. (2022). Smart Tourism Intermingling with Indian Spiritual Destinations: Role of e-WoM Sentiments in marketing. ASEAN Journal on Hospitality and Tourism, 20(2), 100-116.