ABSTRACT
This study examines the transformational prospects of yoga tourism by focusing on serious yoga travellers at a retreat centre in Rishikesh (touted as the yoga capital of the world) India. Yoga travellers participating in yoga teacher training programmes, for the purpose of knowledge advancement lasting for more than two weeks, are referred as serious travellers or yogis in this study. A three-phased approach is used: (1) pre-trip anticipation of benefits; (2) onsite transformation effects; and (3) enduring transformation after returning home. This study is exploratory in nature and its data are anchored in a survey of 23 participants at a preeminent yoga ashram in Rishikesh using positive emotions, engagement, relatedness, meaningfulness and accomplishment profiler. Furthermore, it obtains insights on the enduring transformative benefits of wellness travel, upon return home, by conducting a survey of the same cohort after a period of one year.
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No potential conflict of interest was reported by the author(s).
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Deepak Chhabra
Deepak Chhabra is an Associate Professor in the School of Community Resources and Development who specializes in socioeconomic impacts of tourism and sustainable management and marketing of culture and heritage. Her research specifically focuses on authenticity and authentication of heritage commodities, developing smart and sustainable marketing strategies in hospitality and tourism, building of social, cultural, and economic equity/capital in local, regional, and global communities, and therapeutic potential of alternate healing and immunity building mechanisms through non-pharmaceutical interventions (NPIs) such as indigenous therapeutic programs.