Creating Spiritual Values in Tourism: Insights From Buddhist Monks and Tour Operators

This study explores the unique role of Buddhist monks in spiritual tourism through the 5V model of value creation. Qualitative interviews were conducted with 22 Vietnamese Buddhist monks and 15 spiritual tour operators. Through thematic analysis, key insights emerged regarding the monks’ roles in shaping spiritual values along each dimension of the 5V ontological framework, encompassing Value Proposition, Value Segment, Value Configuration, Value Network, and Value Capture. The findings underscore Buddhist monks’ significance in crafting value propositions through spiritual guidance and enlightenment. Their understanding of diverse spiritual seekers and adeptness in configuring spiritual experiences were rooted in the Buddhist principles of interconnectedness and compassion. The study highlights monks’ pivotal role within the broader value network in facilitating meaningful connections between travelers, destinations, and spiritual realms. Additionally, the study elucidates the mechanisms of value capture, shedding light on how monks navigate the intersection of spirituality and tourism to sustainably co-create value.