Spiritual practice as tourism experience: An application of cultural transmission theory

This conceptual paper examines the transformation of yoga, an ancient spiritual and cultural practice, into cultural tourism experiences. Applying cultural transmission theory and the learning concept therein, it presents a revised perspective of yoga tourism. The paper elucidates three key aspects: a) the transmission of yoga in an environmental (both physical and social) entity, b) the incorporation of yoga as a learning process within the framework of cultural transmission theory, and c) the redefining of the diverse learning processes of yoga into cultural products, services, and experiences. In addressing these points, this paper explores the effect of consumerism in yoga tourism, integral to its complex contemporary manifestation. • Establishes yoga tourism as a subset of cultural tourism • Applies cultural transmission theory to yoga tourism • Assesses the extent of consumerism pertaining to yoga tourism • Identification of its positive and negative aspects