Macromarketing perspective in promoting tourism: the case of Buddhist Vihara in Paharpur

Taking the case of the ruins of the Buddhist Vihara at Paharpur - the 7th century Buddhist archaeological area and a Cultural World Heritage Site declared by the UNESCO, this paper examines the theoretical aspects relating to the Vihara originating from the religion of Buddhism. The paper applies the theoretical concepts to analyse tourism in a macromarketing context. The basis of relevance for places of religious importance as such is explored in the paper, while keeping the world heritage value in mind. This qualitative paper benefits from interviews and focus group discussions, indicating that one should approach religious tourism activities with a sense of balance.