Spirituality remains a concept, lacking semantic clarity, yet three recurring elements of its definition emerge from the literature: "God," the self, and others. The COVID-19 pandemic has sparked interest in spiritual activities and services. Spiritual tourism is the one, that stands out the most, and could even become a trend of post-pandemic society. However, it is important to acknowledge the controversial aspects that it brings, particularly the commodification of spirituality. There is a lack of comprehensive marketing research in the field of spiritual tourism. Only a few general insights into the characteristics of spiritual travelers are available, upon which rudimentary guidelines for marketing planning of spiritual accommodations were created. To contribute to the academic discourse in this field, the principal objective of my thesis was to develop a marketing plan for spiritual accommodation in Slovenia. Using a questionnaire, I classified spiritual consumers within the Slovenian region into four distinct segments, identifying three of them as target ones. For these target segments, I advised the implementation of focused differentiation as overall marketing strategy, and accordingly, skimming as price strategy. Furthermore, I recommended the adoption of zero-level and one-level distribution channels. And finally, in terms of positioning, product and marketing communication, I highlighted the importance of authenticity, warmth and commitment to efficiency of spiritual practices.
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