Jungian foundations for managing and performing secular pilgrimages

This paper aims to enrich discussion on pilgrimage tourism by analyzing motivations for visiting Sissinghurst, and of essential components of the pilgrimage experience.

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.

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.

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.

This work provides a means for managers to identify a destination's essential characteristics.

The paper documents an original research approach to a previously under-researched research topic.