A Strategic Approach to Buddhist Tourism Management at Sarnath (The Site of the First Sermon) in the Buddhist Pilgrimage Circuit of India: A Case Study of the Sarnath Veneration Sites, India
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Abstract
This research aims to: 1) study the context and potential of Buddhist tourism management at Sarnath, a significant Buddhist site and one of the four principal veneration sites (Sankavāniyasthānas); 2) analyze the strengths, weaknesses, opportunities, and threats (SWOT) of Buddhist tourism within the Buddhist Pilgrimage Circuit in India; and 3) propose appropriate and sustainable strategic guidelines for Buddhist tourism management. The study employed a qualitative research methodology, utilizing in-depth interviews with key informants including Buddhist monks, Buddhist scholars, Indian tourism authorities, tour operators, and religious tourists. Field observations at Sarnath, located in Varanasi, Uttar Pradesh, India, were also conducted. The findings reveal that Buddhist tourism management at Sarnath should focus on five key strategic areas: (1) Conservation and restoration of ancient monuments alongside environmental management; (2) Establishing international cooperation networks among Buddhist nations and religious organizations; (3) Developing facilities, infrastructure, and safety measures to accommodate tourists; (4) Promoting and branding the site through the soft power of Buddhism; and (5) Local community involvement in economic and social development while preserving spiritual values. These strategies reflect an approach to Buddhist tourism management that aligns with global heritage conservation and the sustainable development of cultural tourism.
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