Promoting Religious Tourism Management for Creating a Soft Image of Pakistan

Abstract

The religious tourism management has been the subject of much attention in academic literature and has made a significant contribution in creating soft image in tourists' behavior. Pakistan has one of the best archaeological and religious historical sites in the world. Buddhist civilization at Taxila, Islamabad, Swat, and Takht Bai are of great interest for tourists from Japan, Korea, Thailand, and other countries. The aim of this chapter is to determine the promotion of religious tourism management for creating soft image in Pakistan. In this regard, initiatives of religious tourism by federal government are analyzed while incorporating input from easing immigration services, establishment of national tourism coordination board, infrastructure development, and pollution free environment, which leads to the soft image. An exploration of the nature of soft image requires examining the two key drivers: cognitive approach and the more recent cognitive-affective approach. Using quantitative method, various analysis techniques will be applied.