Nation Branding through Religious Tourism in Pakistan by Utilizing Social Media Tools

Abstract

The objective of this research paper is to examine and explore the potential of religious tourism in Pakistan and to address social media's role in the promotion of religious tourism and nation branding. The article further assesses the importance of tourism sector, exploring the strategies to enhance the cultural exportation, cultural interactions, and portraying the progressive image of Pakistan by highlighting religious tourism and its potential. The study focuses on the various religious sites in Pakistan, representing various religions such as Buddhism, Sikhism, Hinduism, and Islam. Following the qualitative method, data was collected through semi-structured in-depth interviews, comprised of 20 different experts in archaeology, religious/Buddhist sites, and social media-induced tourism. Through thematic analysis, the research findings are described, which indicates that the government negligence, interfaith dissonance, security concerns, and poor cultural heritages are the main issues required to be addressed and resolved for the improvement of all concerned aspects.