Understanding spiritual journey to hajj: Ghana and Uzbekistan perspectives

Abstract

Purpose

This study aims to explore the country-specific understanding of Hajj, its experience and challenges between the pilgrims of Ghana and Uzbekistan.

Design/methodology/approach

Anchored on the theory of constructivism, this study explored and used the purposive sampling method in the context of qualitative research to select 97 Muslim pilgrims from Ghana and Uzbekistan of varying demographics for in-depth interviews.

Findings

Findings show that the philosophy of Hajj as the fifth pillar obligation set by Allah was common among the Muslim pilgrims of these two countries which support earlier literature. Interestingly, this study uncovered some distinctions in the construction of the understanding of Hajj; that is Ghanaian pilgrims have attached social status of respect and titles to Hajj in their societies. While Uzbekistan pilgrims are seen in their communities as spiritual role models that inspire others to live meaningful lives in the society.

Research limitations/implications

The conclusion and the outcome of this study cannot be generalized as to represent the whole population of Ghana and Uzbekistan due to qualitative approach.

Practical implications

This study revealed country-specific understanding and experience of Hajj that can be used by the policymakers and marketers to create better travel package.

Originality/value

The outcome of this study advanced a cross-cultural Hajj understanding which is important to policymakers, businesses and spiritual tourism practitioners to have a better insight into Hajj in contexts.

Citation

Preko, A., Allaberganov, A., Mohammed, I., Albert, M. and Amponsah, R. (2022), "Understanding spiritual journey to hajj: Ghana and Uzbekistan perspectives", Journal of Islamic Marketing, Vol. 13 No. 2, pp. 446-465. https://doi.org/10.1108/JIMA-06-2020-0176