Study abroad and the quest for an anti-tourism experience

the brand image of such a destination to attract millennial travelers. In chapter 15, Smith illustrates the case study of the millennial tourist experience of Jamaica’s Rastafarian culture to point out implications related to the tourism-related preferences of this generation. By way of conclusion, Walia and Jasrotia summarize the preceding sections in the last chapter. They suggest that the relevant stakeholders should create a road map to develop spiritual tourism for millennials, arguing that it would promote society and culture more sustainably. The volume argues that millennials will be the next era’s main travelers, and that they will travel more to experience spirituality because of new work-life complexities. Modern tourists have a pathway to connect with their bodies, souls, and minds through spiritual practices, and it is not limited only to seeking blessings from a deity or engage in religious rituals. Indeed, the book addresses the connection of spiritual tourism with religious travel, but it also links spirituality with wellness, health, and medical travel. This is one of the first books of its kind to address the growing inclination of millennials towards spirituality in travel. Building foundations from the literature, and utilizing a range of qualitative, quantitative, and mixed-methodology approaches, the volume highlights the positive influence of spiritual tourism on the millennials’ work-life balance and quality of life. It focuses on the ways this cohort adopts travel to seek well-being, as well as their behaviors; it also sheds light on the increasingly important role that digitization plays in marketing and managing spiritual destinations for this new generation. Finally, it analyses the policies, practices, and consequences of spiritual tourism in the emerging period and discusses the strategic approach of its sustainable development. Overall, this is an informative text that is well suited for researchers in tourism, but also provides direction to the travel organizers and spiritual stakeholders in developing their business.