Abstract
This study identifies the main dimensions and attributes that shape the experience of the Camino de Santiago for Chinese travelers as a tourism product. By exploring the similarities and differences between their experiences and that of Western pilgrims, it also reflects on the sustainable marketing strategies of the Camino among Chinese travelers. The research adopts a phenomenological approach and gathers data from 112 online travel journals posted by Chinese Camino pilgrims, and from in-depth interviews with twelve Chinese pilgrims. The results reveal that the Camino is experienced by Chinese pilgrims as a personal journey of well-being and growth, as well as a cross-cultural experience. Authenticity and harmony are observed to be the key elements that contribute to a satisfying and transformative experience for Chinese pilgrims, where they find a cultural-spiritual center close to their traditional values, yet distant from their everyday social practices. Both Chinese and Western pilgrims undergo similar external and internal journeys, although each group travels in its respective sociocultural framework. The study is based on Cohen’s (1979) five travel-mode theory and enriches the discussion from a cross-cultural point of view. The implications for the sustainable management of the Camino as a global cultural heritage route, and for effectively marketing it among Chinese tourists, are also discussed.
Highlights
The Santiago Pilgrimage Routes, a UNESCO world heritage site, known as the Camino de Santiago, have attracted millions of travelers a year since their revitalization in the late 20th century [1,2]
The results show a group of young, urban, secular Chinese individuals walking the Camino de Santiago
This study reveals that the Camino is, first and foremost, a personal journey of wellbeing and growth, and a cross-cultural journey of exchange and enrichment for Chinese pilgrims
Summary
The Santiago Pilgrimage Routes, a UNESCO world heritage site, known as the Camino de Santiago, have attracted millions of travelers a year since their revitalization in the late 20th century [1,2]. The tourist experience can be understood as the subjective interpretation of the meanings and memories created during travel-related events or while consuming tourism-related services [4,5]. It leaves a profound mark on the tourist’s memory, wellbeing, identity, meaning-making, destination perception, satisfaction, and intention to revisit [6,7]
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