Jungian foundations for managing and performing secular pilgrimages

Abstract

Purpose – This paper aims to enrich discussion on pilgrimage tourism by analyzing motivations for visiting Sissinghurst, and of essential components of the pilgrimage experience. Design/methodology/approach – The paper utilizes data triangulation and the application of two powerful Jungian archetypes to decode motivations to manage and to participate in a journey to an iconic pilgrimage site (Sigginghurst Castle Garden, in Kent, England and administered by the National Trust) using the analysis of interview-based, published, broadcast media and internet blog storytelling. Findings – Pilgrim tourists seek and achieve individuation by being part of the essential experience of a site; with its founders, its owners and management and with its continuing re-birth story. Research limitations/implications – The paper illustrates the application of Jungian archetypes to identify motivations to engage in a tourism experience and as a means for managers to identify a destination's essential characteristics. Practical implications – This work provides a means for managers to identify a destination's essential characteristics. Originality/value – The paper documents an original research approach to a previously under-researched research topic.

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