A Guest at Home: The Experience of Chinese Pilgrims on the Camino de Santiago

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.

The effect of the authenticity of the Catholic pilgrimage site on spiritual well‐being and quality of life of pilgrims

“…This study has a total of 29 scales and includes five components (one authenticity, two spiritual well‐being, one quality of life, and one pilgrimage experience). In order to measure authenticity, four items were extracted based on previous studies (Domínguez‐Quintero et al, 2020; Tian et al, 2020; Zhang, Labajo, et al, 2021; Zhang, Yin, & Peng, 2021). Spiritual well‐being was developed by Paloutzian and Ellison (1982), and using 20 items Cheung et al (2001) verified the reliability and validity of the Korean version of spiritual well‐being.…”

“…Researchers have studied pilgrimage experiences with substantial concepts, such as authenticity and well‐being (Buzinde et al, 2014; Park et al, 2016; van Iwaarden & Nawijn, 2021; Zhang, Labajo, et al, 2021; Zhang, Yin, & Peng, 2021). For instance, pilgrims at the 2013 Kumbh Mela in Allahabad, India, engaged in spiritual and social activities, seeking spiritual connectivity and knowledge, and experiencing a sense of spirituality and social unity (Buzinde et al, 2014).…”

“…Pilgrims' self‐transcendent peak experiences during their journey, encompassing spiritual revelations and growth, contribute to long‐lasting eudaimonic well‐being and personal development (van Iwaarden & Nawijn, 2021). Chinese pilgrims on the Camino de Santiago for example experience it as a journey of personal well‐being and growth, marked by authenticity and harmony, offering insights into cross‐cultural spiritual tourism and its sustainable management (Zhang, Labajo, et al, 2021; Zhang, Yin, & Peng, 2021). Grounded on the literature review above, this study assumes the following:H5 There are differences in the relationship between the authenticity of pilgrimage sites and spiritual well‐being depending on the level of pilgrimage experience.…”

The design of Contemporary Architecture Touristic Routes

“…Authenticity is a key element contributing to a satisfying and transformative experience, Benjamin (1989). Authenticity is a key resource, Naramski et al (2023) and Zhang et al (2021). Regarding the recreational assessment criteria, they must be assessed by taking into account that we are addressing a nonspecialised public.…”