Pilgrimage in the Digital Age: Marketing Reflections and Technological Pathways on the Way of St. James

Abstract

The religious tourism industry is a reality in today’s society. After centuries of history, the pilgrims’ paths are just one example of the importance they represent in the history of humanity in the creation and sustainability of regions. We live in a time when the search for an identity for each individual is pressing. Religion and other activities (e.g., sports fans) are among the most important in seeking identity. The mixing of faith and business is a fact nowadays. The relationships that consumers establish with brands are vital to achieving their goals. The religious tourism industry, like many others, needs to attract and maintain a whole range of resources and be aware of the signs of a rapidly changing society. After completing the Portuguese St. James Way (a.k.a., Camino de Santiago), with this commentary based on personal experience, we highlight three topics: 1) the signage used in Portugal and Spain; 2) the role of women today; 3) the pilgrimage as a reflection of current society. Finally, we present possible avenues of study in this area.