“…In the past, only those travellers who undertook a spiritual journey to religious sites were categorized as pilgrims. However, current research shows that the defining feature of pilgrimage is not just religion, but may be dependent upon a variety of other motivational factors that influence pilgrims to visit a particular site (Buzinde, Kalavar, Kohli, & Manuel‐Navarrete, ). In an increasingly secular world, many consumers seek out meaning, self‐awareness and identity through spiritual experiences at different nonreligious sites, thus blurring the distinction between religious vs. nonreligious pilgrimage or secular journeys (Bond, Packer, & Ballantyne, ; Collins‐Kreiner, ).…”