Spiritual values and motives of secular pilgrims

Abstract

This study presents and tests an empirical model of the antecedents and outcomes associated with secular pilgrimage from a consumer perspective. Informed by the literature on spiritual journeys, religious and secular pilgrimage, consumer literature on personal values, emotions, customer satisfaction and recommendation behaviour, the study proposes that personal values of pilgrims positively affect their motives to partake in the spiritual journey of a secular pilgrimage. Pilgrimage motives positively affect pilgrim satisfaction directly, as well as indirectly through emotions associated with the spiritual pilgrimage experience. Pilgrim satisfaction is also positively affected by attributes of the pilgrimage site and results in an intention to recommend to family, friends and others. The model was tested on a paired sample of visitors attending the pilgrimage site of Gallipoli in Turkey for the annual commemoration of the Australia and New Zealand Army Corps (Anzac) Day. The study results show statistical support for all hypothesized relationships in the theoretical model. Findings of this study contribute an improved understanding of the role of consumer values, motivations and emotions to undertake spiritual journeys to pilgrimage sites and their satisfaction with the spiritual experience of a secular pilgrimage and the resultant recommending behaviour.