Testing the Two-Step Model of Marketing Krishna Consciousness in Europe
DOI:
https://doi.org/10.33568/rbs.2597Keywords:
religious marketing, marketing religion, marketing mix, tourism marketingAbstract
Krishna Consciousness is a new religious movement, which has gained higher and higher importance in the past decades in Europe. During multiple researches between 2013 and 2020 (Bence, 2014; Bence-Kiss, 2020) a two-step model was identified, in which Krishna-conscious communities of Europe attract people outside the religion as tourists to rural communities in the different countries, where they gain more knowledge about the religion in informal, non-pressing ways. The Transtheoretical Model of Behavior Change (TTM) (Prochaska & DiClemente, 1983) may be applied to analyze the behavior through which people transform from tourists to actual members of the religious community via a set of behavior changes. The objective of this study was to test the applicability of this concept previously found (Bence-Kiss, 2020) on two countries, which have not been part of the initial research: France and Italy.
Online content analysis, observations and in-depth interviews were applied to identify the general structure of the religious community in each countries; and the results were compared to the previous findings, confirming that the two-step model and TTM may also be applied to analyze the involvement into Krishna Consciousness in these countries as well.
References
Bence, K. (2014). Appearance of marketing in religion – someone, who admits it. [Master’s thesis, Corvinus University].
Bence-Kiss, K. (2020). Strategy set by faith – Analyzing the marketing concepts of communities devoted to Krishna Consciousness in Europe. [Doctoral dissertation, Szent István University, Kaposvár Campus, Faculty of Economic Sciences]. http://gtk.ke.hu/tartalom/doktori/bence-kiss-krisztina-disszertacio.pdf
Aminbeidokhti, A., Zargar M. & Nazari, M. (2010). A strategic marketing mix to tourist industry. Journal of Strategic Management Studies, 1(3), 49-68.
Goswami, M. (2001). Inside the Hare Krishna Movement: An Ancient Eastern Religious Tradition Comes of Age. Torchlight Publishing.
Harvey, G. (2000). Indigenous Religions: A Companion. Cassell.
Irimiás, A. & Michalkó, G. (2013). Religious tourism in Hungary – an integrative framework. Hungarian Geographical Bulletin, 62(2) 175-196.
Isvara, K. (2002). Kérdések és válaszok a Krisna-tudatról. The Bhaktivedanta Book Trust.
Kamarás, I. (1998). Krisnások Magyarországon. Iskolakultúra.
Klostermaier, K. K. (2000). Hinduism: A Short History. Oneworld Publications.
Kolos, K. & Kenesei, Zs. (2007). Szolgáltatásmarketing és – menedzsment. Alinea Kiadó.
Lengyel, M. (2004). A turizmus általános elmélete. Kereskedelmi és Idegenforgalmi Kiadó.
Mendoza Vargas, C. & Culquita Salazar, S. G. (2019). Factores del marketing mix que tienen mayor relevancia en las agencias de turismo en la ciudad de Cajamarca en el periodo 2016-2019. [Doctoral dissertation, Universidad Privada del Norte]. http://hdl.handle.net/11537/23598
Newcomb, S. (2017). The five stages of (financial) change. https://www.psychologytoday.com/au/blog/loaded/201708/the-five-stages-financial-change
Piskóti, I. (2007). Turizmusmarketing, Oktatási segédlet. Miskolci Egyetem.
Prochaska, J. O., & DiClemente, C. C. (1983). Stages and processes of self-change of smoking: Toward an integrative model of change. Journal of Consulting and Clinical Psychology, 51 (3) 390-395.
Rochford, E. B. (2007). Hare Krishna Transformed. NYU Press.
Sheikhi, D. & Pazoki, M. (2019). Assessing and prioritizing the factors affecting rural tourism marketing using the marketing mix model (A case study: Jozan District, Malayer Township). Journal of Rural Research, 8(3) 488-501.
Shostack, G. L. (1977). Breaking free from product marketing. The Journal of Marketing, 41(2) 73-80.
Srinivasan, R. (2012). Services Marketing – The Indian context. (3rd ed.). PHI Learning.
Szabó, S. (2016). Egészségorientált táplálkozási szokások és a fogyasztói magatartás kapcsolata. [Doctoral dissertation, Kaposvár University, Faculty of Economic Sciences] http://gtk.ke.hu/tartalom/doktori/Szabo-Sara-doktori-ertekezes.pdf
Szakály, Z. (2016). Egészségmagatartás, viselkedésváltozás és személyre szabott táplálkozás - az élethosszig tartó egészség koncepciója. In Fehér A., Kiss V. Á., Soós M., Szakály Z. (Eds.) Hitelesség és Értékorientáció a Marketingben (pp. 5–25). Debreceni Egyetem Gazdaságtudományi Kar
Terzidou, M., Scarles, C. & Saunders, M. N. K. (2017). Religiousness as tourist performances: A case study of Greek Orthodox pilgrimage. Annals of Tourism Research, 66 116-129.
University of Maryland (2020). The transtheoretical model of behavior change. https://habitslab.umbc.edu/the-model/
Velicer, W. F, Prochaska, J. O., Fava, J. L., Norman, G. J., & Redding, C. A. (1998). Smoking cessation and stress management: Applications of the Transtheoretical Model of behavior change. Homeostasis, 38, 216-233.
Wuaku, A. K. (2012). Selling Krishna in Ghana’s religious market: proselytising strategies of the Sri Radha Govinda Temple community of Ghana. Journal of Contemporary African Studies, 30 (2) 335-357.
Downloads
Published
Issue
Section
License
Copyright (c) 2021 Krisztina Bence-Kiss
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
