Enhancing Buddhist tourism in India: an exploratory study

Purpose - The purpose of this paper is to explore the key reasons of lack of promotion of Buddhist tourist sites in India and compare the awareness of foreign and Indian tourists towards India as a destination for Buddhist sites vis-a-vis other countries such as Japan, Thailand and China. Design/methodology/approach - The paper uses an exploratory research design. Data were collected using structured questionnaires administered to Indian and foreign tourists, interviews of officials in the tourism department and through internet sources. Findings - Findings show a low level of awareness among both Indian and foreign tourists about India as a destination for Buddhist sites as compared to countries such as Japan, Thailand and China. Further, the findings to show a low level of engagement in promoting India as a destination for Buddhist tourism on part of tourist officials. Practical implications - The paper develops insights into better promotion of Buddhist tourist sites in India. Originality/value - The paper serves as a stepping stone towards future research on overlooked religious sites and their promotion.