Evaluating the Applicability of the TTM in the Marketing Practice of Krishna Consciousness in France
Evaluating the Applicability of the TTM in the Marketing Practice of Krishna Consciousness in France

Author(s): Krisztina Bence Kiss
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Transtheoretical Model of Behavior Change; Religious marketing; Marketing religion; Marketing mix; Tourism marketing
Summary/Abstract: Analyzing the promotional activities of Krishna Conscious communities of Europe a new model was discovered, in which they promote their religion by creating a tourist product in the form of rural community. The former analysis of the behaviors of the visitors of Krishna-conscious communities in numerous European countries has shown that the Transtheoretical Model of Behavior Change (Prochaska & DiClemente, 1983) may be applied to study engagement to a religious community. In this paper, this model was tested via qualitative methods of observation and in-depth interviews on the example of New Mayapur in France, evaluating whether the model is applicable similarly to the other European countries analyzed previously. The aim was to find out whether the TTM is applicable in the case of New Mayapur. The researches have shown that TTM may be applied to the case of France, just like the other European countries examined before.

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