Motivational Landscape and Evolving Identity of a Route-Based Religious Tourism Space: A Case of Camino de Santiago

Religious destinations today are visited by a large number of tourists, whose travel motives may vary from purely religious to purely secular. Diverse motives and on-site experiences are, in turn, causing a shift in the identity perception of these destinations. However, research is still limited regarding the dynamic relationship between travelers’ motivation and the perceived identity of a religious space. Using a theoretical–thematic analysis, this study analyzes the online written accounts of visitors to Camino de Santiago (a route-based pilgrimage site) to understand (i) the motivational and experiential differences among religious versus non-religious travelers, and (ii) the perceived identity of Camino with respect to Smith’s “pilgrimage–tourism continuum”. Despite the increase in secular motives, the majority of travelers showed some form of spiritual connection with Camino. Concurrent with the contemporary shifts in the idea of “religion”, Camino continues to be a religious place driven by inner goals, albeit in a more personal, interpretive, and “spiritual” way.