Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


An Exploration of the Emotions Experienced by Religious Tourists in the State of Odisha, India

Author(s): Bikramjit Pal and Abhijit Pandit

Examining the spiritual, cultural, and experiential dimensions of visitors' visits to Puri Jagannath Temple, this study draws attention to the complex web of relationships among these three factors. It delves into the intricate relationship between spirituality, cultural importance, and tourism, with a particular emphasis on the emotional bonds that people form in religious settings. Approaches used comprise finding the emotional tone or sentiment conveyed in a piece of text is the goal of sentiment analysis, a natural language processing (NLP) approach often called opinion mining. Researchers used Python scripts and a Word Cloud of Neutral Sentiment to trace the responses of around 100 tourists and show the sentiments. The results show that tourists have mixed sentiments about the Puri temple and pandas, with some having positive impressions and others having unfavourable ones. This could be due to the abundance of complaints about the temple's too enthusiastic management, broken doors, overcrowding, etc. The uniqueness of this study lies in the fact that it applies sentiment analysis to a previously unexplored field: religious tourism. The study sheds new light on the complex dynamics of religious tourism by investigating the feelings of tourists visiting this holy and historically important site.

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