In search of Nirvana: An exploration of cognitive value structures behind Buddhist pilgrims’ consumption of Dambadiva pilgrimage

This study aims to investigate the cognitive value structures or value orientations associated with Buddhist pilgrims’ expectations and experience of consumption of the ‘Dambadiva Pilgrimage Journey’ in India. Integrating the means-end-chain theory (Gutman, 1982), the data for the study will be gathered via 30 semi-structured laddering interviews among Buddhist pilgrims who visited the Buddhist sacred sites in Indi to explore the personal value systems associated
with Buddhist pilgrimage experience. The data gathered will be analysed using thematic analysis and the soft laddering data analysis procedure which involve content analysis, development of implication matrixes and hierarchical value maps (Reynolds and Gutman, 1988). It is expected that findings will contribute to the body of knowledge of tourist pilgrimage experience by identifying key pilgrim expectations and how these expectations are developed in relation to the personal value systems of pilgrims who undertake the pilgrimage. Moreover, the results of the laddering interviews will enable marketers to determine the hierarchical linkages between attributes, benefits, and values associated with Dambadiva pilgrimage will enable tour operators and policymakers to provide more tailored activities to pilgrims, introduce new tourism products in line with their expectations.