Colm O'Leary. Thesis

Irish People and Pilgrimage?

‘What factors influence the pilgrimage preferences of Irish tourists?’

Colm O’Leary

A dissertation presented is a partial fulfilment of the requirements for B.Sc. in

Tourism Marketing

Presented to: School Of Hospitality and Tourism Management

Dublin Institute of Technology

Cathal Brugha Street

Submitted to:

Dr Kevin Griffin

August 2014

Declaration

I certify that this dissertation which I now submit for examination for the award of B.Sc. in

Tourism Marketing is entirely my own work and has not been extracted from the work of

others save and to the extent that such work has been cited and acknowledged within the text

of my work. This thesis was prepared in accordance to the regulations of the Dublin Institute

of Technology and has not been submitted in whole or in part for an award in any other

Institute or University.

The institute has permission to keep, to lend or to copy this thesis in whole or in part, on

condition that any such use of the material of the dissertation be duly acknowledged.

Signed: _____________________________ Date: _____________________

ii

Abstract

Religious tourism is a largely under-researched subset of the general tourist market and little

is known about the underlying motivations of religious tourists and pilgrims. The present

study attempted to gain an insight into the psychology of Irish overseas pilgrims, and also

aimed to identify factors which influence destination choice. In this mix-methods study,

seventy-five participants completed a questionnaire based on the experience of their most

recent pilgrimage. Lourdes emerged as the chief religious destination preference of

participants, with the Camino de Santiago in second place. Underlying motivations included

tradition and familiarity, as well as consumer concerns with price and hospitality provision.

Age also emerged as an interesting factor determining destination choice and expectations.

This study has implications for future research, which might focus on religious destinations

as attractions in their own right, rather than as pilgrimage destinations specifically.

iii

Acknowledgements

To begin I would like to thank my supervisor, Dr. Kevin Griffin, whose help and assistance

guided me along the way. In addition to this I would also like to pay special tribute to Louise

Bellew who continuously helped and supported me through difficult times.

Secondly, I would like to thank my family in Wexford and also those in Dublin who stood

by me and gave me great strength through days and nights of great difficulty over the past

two years. Days like this prove that there is always light at the end of the tunnel.

Thirdly, I would like to pay tribute to all the staff at St. James‟ Hospital, who cared and

continue to care for me as I continue on my road to recovery.

Finally, I would like to say thank my close friends who kept me entertained, humoured me

and offered all the support that they could in recent times.

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Contents

Chapter 1................................................................................................................................... 1

1.1 Introduction ........................................................................................................................ 2

1.2 Research Rationale ............................................................................................................. 2

1.3 Main Objectives .................................................................................................................. 3

1.3.1 Research question ..................................................................................................................... 3

1.3.2 Research Objectives ................................................................................................................. 3

1.4 Chapter outline ................................................................................................................... 3

1.4.1 Chapter 1: Introduction ............................................................................................................ 3

1.4.2 Chapter 2: Literature Review ................................................................................................... 3

1.4.3 Chapter 3: Methodology .......................................................................................................... 3

1.4.4 Chapter 4: Presentation of Results ........................................................................................... 3

1.4.5 Chapter 5: Interpretation, Analysis & Discussion .................................................................... 4

1.4.6 Chapter 6: Conclusions & Recommendations.......................................................................... 4

Chapter 2................................................................................................................................... 5

2.1 Introduction ........................................................................................................................ 6

2.2 Tourism ............................................................................................................................... 8

2.3 Religion ............................................................................................................................ 10

2.4 Religious Tourism ............................................................................................................ 12

2.4.1 Background of Religious Tourism ......................................................................................... 12

2.4.2 What is Religious Tourism? ................................................................................................... 13

2.4.2.1 Religious Tourism and Pilgrimage .................................................................................. 14

2.4.3 Consumer Behaviour .............................................................................................................. 15

2.4.4 Motivation .............................................................................................................................. 16

2.4.5 Issues with Religious Tourism ............................................................................................... 17

2.5 Conclusion ........................................................................................................................ 19

Chapter 3................................................................................................................................. 20

3.1 Introduction ...................................................................................................................... 21

3.1.1 Research Question .................................................................................................................. 21

3.1.2 Objectives ............................................................................................................................... 21

3.2 Participants ....................................................................................................................... 22

3.3 Materials ........................................................................................................................... 22

3.4 Reliability and validity ..................................................................................................... 22

3.5 Measures ........................................................................................................................... 23

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3.6 Procedure .......................................................................................................................... 23

3.6.1 Pilot ........................................................................................................................................ 23

3.6.2 Data Collection ....................................................................................................................... 24

3.6.3 Data Analysis ......................................................................................................................... 24

3.7 Conclusion ........................................................................................................................ 25

Chapter 4................................................................................................................................. 26

4.1 Introduction ...................................................................................................................... 27

4.2 Demographic breakdown .................................................................................................. 27

4.2.1 Age ......................................................................................................................................... 27

4.2.2 Employment status ................................................................................................................. 28

4.2.3 Religiosity .............................................................................................................................. 29

4.3 The destination of choice .................................................................................................. 29

4.4 Factors influencing destination preference ....................................................................... 30

4.4.1 Budget .................................................................................................................................... 31

4.4.2 Other influencing factors ........................................................................................................ 32

4.5 Deterring factors ............................................................................................................... 32

4.6 Conclusion ........................................................................................................................ 33

Chapter 5................................................................................................................................. 34

5.1 Introduction ...................................................................................................................... 35

5.2 Evaluation of the findings in relation to the research question ........................................ 36

5.3 Strengths of the Study....................................................................................................... 43

5.4 Limitations and Weaknesses ............................................................................................ 43

5.5 Conclusion ........................................................................................................................ 44

Chapter 6................................................................................................................................. 45

6.1 Introduction ...................................................................................................................... 46

6.2 Concluding thoughts and future research ......................................................................... 47

6.3 Conclusion ........................................................................................................................ 47

References .............................................................................................................................. 48

Appendix I .............................................................................................................................. 55

Appendix II ............................................................................................................................. 61

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List of Figures

Figure 2.4.4 Maslow’s Hierarchy of Needs

Figure 4.2.1 Age of participants

Figure 4.2.2 Participants’ current employment status

Figure 4.2.3 Religiosity

Figure 4.3 A breakdown of most recently visited religious destination

Figure 4.4 Participants’ travelling group

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Abbreviations

CMIL. – International Medical Committee of Lourdes

CSO. – Central Statistics Office

CTO. – Cyprus Tourism Organisation

Et al. – And others

Ibid. – In the same work

IEC. – Eucharistic Congress to Dublin

ITIC. – Irish Tourist Industry Confederation

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1

Chapter 1

Introduction

2

1.1 Introduction

‘If a tourist is half a pilgrim, then a pilgrim is half a tourist’

(Smith, 1992, p.1)

Ireland‟s emergence from the depths of an economic downturn has been greatly accelerated

by a number of factors – most notably, the country‟s exit from the European Monetary Fund

bailout in December, 2013 (Mayer, 2013). Together with a steady growth in employment

(Burke-Kennedy, 2014), and in the context of ever-present competitive low-cost airline

services (Thomas, 2013), travelling abroad on holiday has again become as popular a

phenomenon as it was in the halcyon years of the Celtic Tiger. In view of this, the tourism

sub-sector of religious tourism or pilgrimage is a niche market, which remains a poorly-

researched entity. This is surprising, given that the vast majority of the population of Ireland

identify as Roman Catholic (CSO, 2012). It seems reasonable, therefore to suggest that

further examination of this sub-sector is warranted

The primary aim of the present study was to explore the views and opinions of Irish

overseas pilgrims. Specifically, the study focused on the most frequented religious tourism

destinations, and the factors influencing preference. Research was carried out in the form of

questionnaire, which allowed for both quantitative and qualitative analyses.

1.2 Research Rationale

Having taken account of the deficit in the research literature in regard to Irish religious

tourism, and in view of the increased number of Irish citizens who choose to holiday abroad,

it was felt that a focus on modern-day overseas pilgrimage was justified.

3

1.3 Main Objectives

1.3.1 Research question


1.3.2 Research Objectives

To identify the pilgrimage destinations most frequented by Irish tourists.

To examine the factors which influence destination preference.

To examine those factors which deter tourists.

1.4 Chapter outline

1.4.1 Chapter 1: Introduction

This introductory chapter will introduce the general themes of the dissertation and a brief

overview of the topic of Irish pilgrimage will be provided.

1.4.2 Chapter 2: Literature Review

This chapter will provide a review of the pre-existing literature on the research topic and

provide a contextual framework for the formulation of a specific research question.

1.4.3 Chapter 3: Methodology

This chapter will outline the research methods employed as part of the study.

1.4.4 Chapter 4: Presentation of Results

This chapter will present the study‟s findings, both quantitative and qualitative.

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1.4.5 Chapter 5: Interpretation, Analysis & Discussion

This chapter will provide an interpretation of the results and draw out point for discussion, in

the context of the pre-existing literature.

1.4.6 Chapter 6: Conclusions & Recommendations

This final chapter will discuss limitations of the study and will provide recommendations for

future research as well as concluding comments.

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Chapter 2

Literature Review

6

2.1 Introduction

Ireland has long been flagged as a growing tourist market. The past decade has not only

witnessed a surge in the numbers of visitors to Ireland, but also our domestic markets have

flourished (ITIC, 2010). Even with the backdrop of an economic crisis, cheap charter flights

from carriers such as Ryanair mean that going overseas on a holiday is not deemed the

luxury it once was and many households go on more than one trip abroad in a year (Lyons,

Mayor and Tol, 2009).

Although a lot is known about general tourist trends to and from Ireland, far less is known

about religious tourism, which is surprising when one looks at the most recent 2011 CSO

figures. The census count in 2011 showed that out of a population of just over four and half

million people, 3.8 million listed themselves as Roman Catholic (CSO, 2012) suggesting that

Ireland still remains a country in which religion is considered a significant component of

identity. With this in mind, it is felt that there is a very viable market for religious tourism

within the country.

This chapter will critically review the existing body of academic literature with reference to

the concepts of tourism and religion and will focus in particular on the area of religious

tourism. The study intends to provide sufficient background information and to elucidate the

contextual factors with regard to the above areas in order to facilitate a clear understanding

of the specific research interest - Irish religious tourism.

Firstly, tourism in general will be examined in the context of the existing literature. An

explanation and rationale will be offered in regard to why people travel, what tourism entails

and what a tourist actually is. Secondly, understandings of religion and its practice will be

investigated with a view to accessing the thinking behind the concept of religious tourism.

Thirdly, religious tourism itself will be examined. Questions such as „what is religious

tourism?‟, „what does it entail‟ and „how does it operate‟ will be addressed. A brief review of

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the existing literature on current trends and dynamics in the area of religious tourism will

also be provided. Finally, in the context of the relevant literature, the idea of pilgrimage will

be compared to the above concept of religious tourism with a view to examining whether or

not they are one and the same thing or indeed two distinct entities. In addition, the

interrelationship between the above concepts and the Irish tourism context will be explored.

This review will conclude with a statement of the specific research question and set out the

research objectives.

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2.2 Tourism

A clear unambiguous definition of tourism seems to be somewhat elusive as all tourism

involves travel, but at the same time, all travel is not tourism (Mill and Morrison, 1985).

Lavery (1996, p.1), further testifies to the level of complexity implied in this term by stating

that a tourist is:

‘Any person(s) travelling for a period of twenty four hours or more in a country other than

that of which he or she resides in for the purpose of leisure, business, family and friends’.

Added to this is the term „excursionist‟, used to refer to people staying less than twenty four

hours in the country visited.

Lickorish (1958) describes tourism as the temporary, short-term movement of people to

destinations outside places where they normally reside. However, this definition falls short in

that it is too flaccid. Lickorish (1958) continues to state that tourism is a short-term

movement, but the question arises as to what is short-term and what governs it. The latter

notion seems to be explained by Smith (1995), who defines tourism as the set of activities of

a person travelling to a place outside his or her usual environment for less than a year, whose

main purpose of travel is other than the exercise of an activity remunerated from within the

place visited.

Thus far the majority of theories relating to the basic meaning of tourism have revolved

around the idea of a person travelling to an area other than the one in which he or she

lives/works for more than twenty four hours and less than one year for the purpose of leisure,

business or visiting. Further to the above definition, Wall and Mathieson (2006) have

included the notion of the facilities which are created and the services which are provided to

cater to the needs of a tourist.

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Finally, Pearce (1989), addressing the apparent contradictions inherent in attempts to define

the concept of tourism, argues that most of the confusion relates to the element of leisure and

what types of leisure activities should be included under the notion of tourism. Pearce (1989)

best explains this by suggesting that in a geographical sense, a basic distinction between

other forms of leisure and tourism is the actual travel component attributed to tourism. He

offers what appears to be a simple and very useful conceptual framework by claiming that

tourism,

‘may be thought of as the relationships and phenomena arising out of the journeys and

temporary stays of people travelling primarily for leisure or recreational purposes’ (Pearce,

1989, p.1).

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2.3 Religion

To combine the modern socio-economic institution of tourism and religion, it is crucial to

evaluate the position that religion holds in modern society. In other words, to understand the

link between religion and tourism it is necessary to gain an understanding of religion itself

(Jamal and Robinson, 2009). Religion itself is very difficult to comprehend and almost

impossible to define, and thus Sherratt and Hawkins (1972) argue for a simple working

concept, and the need to achieve a balance between definitions.

According to Bataille (1989), religion is the search for a lost intimacy, whereas Durkheim

(1947) suggests that it is a unified system consisting of beliefs and practices relative to

sacred things. Macomb and Thompson (2003, p. 15) state that religion can be defined as an

„organised system of beliefs, rites, and celebrations centred on divine power‟. Assael (1995,

p.502) supports this definition and in addition suggests that religion is made up of followers

and states that these followers „practise traditions and customs tied to their beliefs and passed

on from one generation to the next‟. It has been suggested by various authors that religion

„incorporates certain practices and behaviours‟ (Kirkwood, 2005, p.2), along with „norms

and values‟ (Antonides and Raajj, 1998, p.32) and „provides tradition and order‟ (Macomb

and Thompson, 2003, p.15).

Idinopulos and Wilson (1998) explore the significance that religion has in the world and

examine its functions. They state that religion can hold the ultimate significance of one‟s

place in the world and that it can be understood as an orientation to reality. This, in turn,

hosts a number of psychological, social, aesthetic and moral functions. Banton (2004)

elaborates this thought and concludes that if you base religion on the above assumption, it is

a cultural institution. He concludes that religion can be defined as „an institution consisting

of culturally patterned interaction with culturally postulated superhuman beings‟ (Banton,

2004, p. 96).

11

Jamal & Roninson (2009) claim that almost all of those who follow some type of religion

believe that a divine power has created their world and influences their lives within this

world. The view that religion influences peoples lives and life choices is strongly supported

by Bandyopadhyay, Morais and Chick (2008), who examined how powerful religion can be

within a country and its institutions. Selecting India as a basis for their study, they found that

religion makes itself appear as a habit of the heart and thus as the core of any community‟s

identity.

In India, religion permeates of the country‟s functioning. It is an integral part of the nation

and pervades every aspect of life from daily chores to education. Religion also plays a vital

role in the politics of India. This example can also be applied to Northern Ireland, where the

two main political parties (Sinn Fein and Democratic Unionist Party) support different forms

of religion – Roman Catholicism and Protestantism – from distinctly Nationalist and

Unionist points of view. Rea (1996, p.32) supports this view, stating that „there are two

identities and two political aspirations in Northern Ireland‟, and with this in turn come two

types of religion. Does this then mean that as there are two types of religion, that there are or

should be two types of religious tourism? This is just one of the many questions that can

arise from the study of religious tourism which, in view of the findings outlined above, can

be seen as a key socio-cultural and economic phenomenon.

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2.4 Religious Tourism

2.4.1 Background of Religious Tourism

Recent trends in tourism have highlighted an increase in city-break holidays. For example,

figures show that European city tourism grew by 20% in 2005 (Dunne, Buckley and

Flanagan, 2010). This continued growth has stimulated the rise in special interest and

activity based travel as a niche market (Lavery, 1996). Religious tourism is viewed

somewhat as a subset of special interest holiday, as it is a market which can be seen to hold

huge potential, but at the same time, it is a market which is somewhat undefined. Lavery

(1996) states that religious tourism is travelling for the purpose of religion and that it is a

form of travel which tends to be grouped among the miscellaneous forms of tourism, falling

outside the central purposes of leisure or business.

The popularity of religious tourism in Ireland is in no way surprising given the country‟s

strong Christian history. This history also impacts upon choices of religious tourism

destinations, such as Lourdes in the south of France. This may provide an explanation for the

fact that 50,000 Irish citizens travel to Lourdes annually – a number which increases yearly

(Griffin, 2007). Interestingly, a report detailing the origins of the French destination states

that Ireland was in fact one of the joining members of the International Medical Committee

of Lourdes (CMIL) back in 1954. The CMIL was set up to oversee the running of medical

care at the destination and to decide on which pilgrims from each member state was sick or

curable enough to benefit from visiting Lourdes. All members of this committee at the time

were practising Catholics, many of whom worked or had experience of working in the

Health service. This also strengthened Irish people‟s belief in Lourdes, given that the vast

majority of institutions in Ireland, from medicine to education and training, were run by

members of the Catholic Church (Dowling, 1984).

13

2.4.2 What is Religious Tourism?

Murphy (1985) described religious tourists as elite travellers, who have little impact upon

indigenous cultures, travelling in small numbers that require very little in the way of special

accommodation. Murphy (1985) stated that they have a desire to gain insight into the local

customs of a destination, which is aided by a sympathetic attitude to the local way of life.

Jamal and Robinson (2009) explain that over time religious tourism as a market has evolved

into a significant, increasingly diverse and continually growing sector of the overall tourism

product. Rawlinson (2012) supports this and claims that religious tourism is a significant and

rapidly growing segment within the tourism industry. Rawlinson (2012) then elaborates on

the various types of religious tourism and its meaning, stating that it is often referred to as

faith tourism, faith-based travel, Christian travel or Muslim travel, for example. Rawlinson

(2012) claims that regardless of its name, the inference is that this is a form of tourism that is

driven by a given faith.

Rawlinson (2005) summarises the chief determinants of religious tourism as follows:

a drive from consumers for more authentic experience, such as immersing themselves

in the spiritual and cultural traditions associated with specific religions and

pilgrimage sites

the emergence of a more diverse tourist product as national tourist boards and

tourism providers seek to extend the traditional tourist season

an increasing number of travel agents offering religious tourism, pilgrimages and

church tours

a global culture where people seek more unusual holidays or more diversification

within a trip

14

Bywater (1994) supports these claims and explains that religious tourism represents a steady

business which is holding its own thanks to strong expansion from South- and East-

European markets. Bywater (1994) claims that although the practice of the Christian religion

may be in decline, most tourists who do any sightseeing visit churches, for example, Notre

Dame in Paris is the most visited tourist attraction in Europe with an annual 12 million

visitors. This claim is supported by Griffin (2007), who stated that despite the fact that

religion itself is being eroded, religious sites have become increasingly popular.

Sharpley and Jepson (2011) approach the topic of religious tourism from a different angle by

examining the spiritual dimension of contemporary tourism. They state that religious tourism

has long been the focus of academic study, examined from two distinct perspectives.

Explaining the first of these perspectives, they cite the significant attention paid to religious

tourism, whose participants, as the authors suggest, are motivated either in part or

exclusively for religious reasons. The other perspective reflects the importance of

pilgrimage, recognising it as one of the oldest forms of tourism (Sharpley and Jepson, 2011).

It is clear from the above that particular significance has been attributed to the phenomenon

of pilgrimage, a concept which some authors suggest is tied into religious tourism, although

not one and the same thing. This anomaly will be examined in the following section.

2.4.2.1 Religious Tourism and Pilgrimage

Leppakari (2008) explores the debate surrounding the distinction between religious tourism

and pilgrimage, arguing that the distinction between them is how the two distinct sets of

people in question behave. Leppakari (2008) stipulates that pilgrims make the journey a

ritual experience, which can be created by chanting or reciting religious songs at critical

moments. By contrast, religious tourists do not necessarily engage in ritual behaviours and

do not equate travelling to a sacred site with being a pilgrim.

15

Bywater (1994) also examines this distinction, explaining that tourists in general are

motivated to visit destinations which have important connections with Christianity. Bywater

(1994) further emphasises that these tourists make up a significant sub-sector of the travel

market in Europe and argued that this sector can be split into two categories: 1) tourists

whose prime purpose is the religious experience i.e. pilgrims; and 2) the potentially far larger

group of tourists, whose major motivation is the religious heritage, i.e. religious tourists.

Both authors attempted to argue that religious tourism differs from pilgrimage. However,

neither one convincingly established the case for them to be seen as separate entities, as they

confine their endeavours to an analysis of motivation and behaviour.

As discussed above, many authors differ in their understanding of what respectively

constitutes religious tourists and pilgrims, some claiming that they are a homogenous set

who share almost identical characteristics. It follows, thus, that many individuals who may

not regard themselves as being religious can in fact be seen to be taking part in pilgrimages.

This is noted by Lopez (2013) who stated that an increasing use of the word „pilgrimage‟ in

a secular context must now lead to a re-evaluation of the geo-cultural demographics of

pilgrims and an examination of how pilgrimage experiences are now changing. It follows,

thus, that there is a need to examine the underlying motivations and goals of modern day

pilgrims more closely.

2.4.3 Consumer Behaviour

Schiffman and Kanuk (2009, p. 23) defined consumer behaviour as

‘The behaviour that consumers display in searching for, purchasing, using, evaluating and

disposing of products and services that they expect will satisfy their needs’.

Similarly, Blackwell, Miniard and Engel (2001, p.6) define it as the „activities people

undertake when obtaining, consuming, and disposing of products and services.‟

16

Dunne (2009) noted that the term denotes how people make decisions to spend their

available resources, such as time, money and effort on consumption-related items.

Swarbrooke and Horner (1999) argue that having a basic level of knowledge regarding

consumer psychology is crucial in defining the success of tourism destinations.

2.4.4 Motivation

Maslow (1943) proposed a hierarchy of human needs comprising; self- actualisation, esteem,

social, safety and physiological motivational needs which can be seen in figure 2.4.4 below.

Evidence increasingly shows that as Maslow claimed motivations of human behaviour -

including travel - are underpinned by this hierarchy of needs.


(Maslow‟s Hierarchy of needs, 1943, adapted from Simply Psychology)

Pearce, Morrison and Rutledge (1998) define tourism motivation as an integrated global

network consisting of cultural and biological factors, which add value and direction to a

traveller‟s behaviour and choices. In keeping with this, O‟Leary and Deegan (2005) stated

that a tourist‟s motivation stems from a combination of desires and needs that influence the

tendency to travel.

17

When examining these needs Griffin and Faris (2012) found that after compiling a report on

visitors to Dublin for the Eucharistic Congress (IEC) in 2012, the visitors opinion was that

they wanted a lot from the conference, but at the same time these demands where realistic

which in turn suggests that they are a realistic target audience in a realistic market.

Hence, motivation can be seen as the factor influencing a person‟s choice of destination in

numerous ways. Motivation in the context of tourism thus answers the question of what

stimulates a person to travel.

2.4.5 Issues with Religious Tourism

One of the main problems associated with religious tourism (including pilgrimages) is that it

is very hard to measure. Jackson and Hudman (1995) used visiting English Cathedrals as a

case study. They found that it was unclear how many people visiting English cathedrals were

visiting primarily for the purpose of religious observance or for solely as tourists. They also

discovered that the extent to which the motivation for tourists‟ visits to cathedrals reflects

religion was equally unclear. (Jackson and Hudman, 1995)

Rawlinson (2012) also claimed that as a sector, religious tourism is not properly researched

and documented. According to Rawlinson (2012), few reliable statistics are available

regarding its size and value within the tourism sector as a whole. Rawlinson (2012) argued

that this is so because only a few countries actually measure tourist arrivals using a

classification that refers to religion or pilgrimage. For that reason, most religious tourists are

combined with „other leisure‟ visitors or, as previously mentioned, they are labelled under

the special interest category. Interestingly, Griffin (2007) suggested that the neglect in the

classification of religious tourism may be attributable to the fact that spiritual meaning is

often viewed as unfashionable or backward.

18

Religious tourism not only suffers due a lack of academic literature, but also from significant

shortcomings in the hospitality industry. Weidenfeld (2006) highlighted this issue when

explaining that Hoteliers go to great lengths to ensure that their rooms are clean, modern and

up to the expected standard, but yet rarely go further to tailor the rooms to the needs of any

specific tourist population. For instance, Weidenfeld (2006, p.144) stated that „it is quite rare

to find hotels that accommodate the special needs of religious tourists of any faith‟. These

needs may range from certain food restrictions for members of the Jewish faith to providing

foot wash basins for members of the Muslim faith.

Given the large number of people who practice religion, it is surprising that so little research

has been carried out in the area of religious tourism. The Cyprus Tourism Organisation

(CTO) reported that religious tourism attractions alone can fall under three headings:

pilgrimage shrines, religious space and religious festivals (CTO, 2006). All three sectors

have the potential to pull in substantial income-generating tourists given the wide range of

individuals involved in such pursuits. Collins-Kreiner (2010) reported that pilgrimage itself

is one of the oldest forms of travel

‘…known to human society, and its political, social, cultural and economic implications

have and always will be substantial to the world’ (Collins-Kreiner, 2010, p.440).

Based on the fact that religious tourism appears to hold rich unharnessed potential, it would

seem necessary and worthwhile to examine the underlying psychology of religious tourists

and to shed light on the factors which motivate them to travel on pilgrimages.

19

2.5 Conclusion

This chapter has explored the literature relevant to the concepts of tourism, religion and

religious tourism. It has revealed a deficit in research on the latter. The present study thus

intends to extend the existing literature on this subject and, accordingly, the following

research question and objectives will be addressed: What factors influence the pilgrimage

preferences of Irish tourists? Furthermore, the objectives of the study are to identify the

pilgrimage destination most frequented by Irish tourists, to examine the factors which

influence destination preference and to examine those factors which deter tourists.

20

Chapter 3

Research Methodology

21

3.1 Introduction

The following methodological approach was adopted in order to address the primary

research question of the study – What are the factors influencing the pilgrimage preferences

of Irish tourists? – and its attendant objectives – to identify the most frequented pilgrimage

destinations chosen by Irish tourists, to examine the factors which influence destination

preference, and to explore why certain destinations are chosen over others (deterring

factors).

3.1.1 Research Question


3.1.2 Objectives

To identify the pilgrimage destination most frequented by Irish tourists.

To examine the factors which influence destination preference.

To examine those factors which deter tourists.

22

3.2 Participants

Over one hundred individuals aged 18 or above, who had previously been on an overseas

pilgrimage were approached and invited to participate in the study. Given that religious

tourism is a specialist niche, the study targeted a deliberate, rather than random sample of the

population. A final sample of 75 people agreed to participate and of those 75, there was a

100% response rate. More than half of the respondents were practicing members of the

Catholic Church.

3.3 Materials

Participants were presented with a hard copy questionnaire (See Appendix 1). Data was

compiled, coded and analysed using SPSS version 21.

3.4 Reliability and validity

When undertaking any authentic research, it is important to be mindful of reliability and

validity. In the case of quantitative research, all measures used must be well-designed and

flow in a logical sequence. The goal of a questionnaire is to accurately record a participants‟

experience in an unbiased, naturalistic manner. As will be outlined below, the measure used

in the present study was designed to take account of reliability and validity. In terms of

reliability, the questionnaire allowed a quantitative comparison based on questions with

Likert-like structure, yet qualitative elements were incorporated by certain open-ended

questions (Braun and Clarke, 2006). External validity refers to the generalizability of a piece

of research. Although the results are of the present study may not be representative of the

Irish tourist population as a whole, they certainly represent the niche population, i.e.

religious tourists/pilgrims, which was the target group of this study.

23

3.5 Measures

Having conducted a thorough review of the pre-existing literature, it was decided that a

primarily quantitative approach would be utilised in order to allow for a more objective

analysis. Hence, data was collected by employing a questionnaire measure. This research

tool was deemed the most appropriate and advantageous given their flexible, confidential

and economical/cost effective nature (Denscombe, 2007). In the interest of objectivity, the

questionnaire method has been previously found to provide a rich exploration of experience

and opinion that is not led or influenced by the researcher (Bryman, 2012; Denscombe,

2010). Participants were provided with hard copies of the questionnaire, as it was thought

that this would encourage a higher response rate and richer feedback.

The 28-item questionnaire was created, based on various pre-existing formats, Lien (2010)

for example was explored. The 28 questions were clustered under five global headings: Your

experience of pilgrimage; What you look for in a religious tour package; Planning and

decision making; Travel/transport and pilgrimage; and Personal details. A number closed

questions were asked in order to reduce the time needed to complete the questionnaire and,

hence, to promote participation. Open questions allowed for a richer, more subjective and

qualitative response.

3.6 Procedure

3.6.1 Pilot

A pilot study was conducted in order to evaluate the feasibility and practicability of the

questionnaire and its distribution. The pilot also aimed to elicit information regarding the

suitability of wording, the length of the questionnaire and, in the interest of research ethics,

to determine whether respondents found it invasive. The pilot questionnaire was distributed

24

to ten individuals, each considered representative of the given demographic/population –

members of a religious order, students and practicing Catholics.

The results of the pilot study were quite useful. Many participants found that certain

questions were worded in an ambiguous manner. One question in particular – What is your

age? – was deemed inappropriately direct and invasive, and, hence, in view of ethical

considerations, was reconstructed to a measure of age brackets. Based on the feedback,

changes were accordingly made and the questionnaire was restructured as required.

Furthermore, a filter statement was added at the beginning of the questionnaire in order to

ensure that all respondents fitted the given criteria – i.e. had previously undertaken an Irish

overseas pilgrimage.

3.6.2 Data Collection

Questionnaires were distributed and collected manually to each of the 75 participants. Prior

to their agreeing to participate in the study, and again, prior to the completion of the

questionnaire, participants were informed that they could withdraw from the study at any

point with no penalty, should they wish. Participants were also provided with contact details

for both the primary researcher and the study‟s supervisor. Finally, participants were

reassured that confidentiality and anonymity would be preserved. Data was filed and stored

in a locked filing cabinet in accordance with the Data Protection Act (2003).

3.6.3 Data Analysis

Data was input into SPSS, sorted and then coded. Descriptive statistics were employed to

allow for a basic overview of trends in the dataset. Results of the analyses will be presented

and discussed in the ensuing chapters.

25

3.7 Conclusion

This chapter provided the rationale for the research question and subsequent objectives

which drive this study. As is stated by Saunders, Lewis and Thornhill (2003) there is great

value to be added by clearly stating research objectives as doing so will lead to greater

specificity. In addition to this, Simmons (2009) warns that research objectives also need to

realistic and feasible to research in the time available. Bearing such factors in mind, the

research objectives and questions of this study were devised to incorporate such issues.

The samples participants, materials, measures and the procedures techniques were all

justified and evaluated bearing in mind the methodologies of previous researchers in this

area. The main findings of the research will be presented and discussed in the following

chapter.

26

Chapter 4

Presentation of Results

27

4.1 Introduction

The present study set out to examine the factors influencing the pilgrimage preferences of

Irish tourists. Furthermore, the study aimed to identify the most frequented pilgrimage

destinations chosen by study participants, to examine the factors which influence destination

preference, and to explore which factors deterred respondents from certain destinations. An

analysis of frequencies provided a demographic breakdown of participants and highlighted

trends in destination choice. Factors which influenced destination choice – incentives and

deterrents – were also examined and will be presented below.

4.2 Demographic breakdown

4.2.1 Age

Figure 4.2.1 below provides a breakdown of participant age. Due to the pre-determined

nature of the study‟s sampling process, the majority of participants fell into the 65+ bracket,

with a relatively even distribution across the other age brackets.


0

5

10

15

20

25

30

35

40

24 \ Younger 24-34 35-44 45-54 55-64 65 Plus

Age of Participants

28

4.2.2 Employment status

Descriptive statistics provided a breakdown of participants‟ current employment status.

Figure 4.2.2 below provides a visual breakdown of participants‟ employment status. Just

under half of the sample (31 participants) described themselves as retired, which, again may

reflect the age-bias of the study. The four participants who chose „Other‟ noted that they

were members of the clergy.


0

5

10

15

20

25

30

35

Current Employment Status

29

4.2.3 Religiosity

Religiosity was measured by enquiring how often participants worshipped. As evident in

figure 4.2.3 below, almost half of the study‟s participants (thirty-five participants; 47%)

stated that they worship every day. Only 18% of the sample reported less frequent worship

(once every two weeks or less).


4.3 The destination of choice

Lourdes emerged as the most popular destination, with twenty-six of the seventy-five study

participants (37%) listing it as the destination they had visited most recently. The Way of St.

James (Camino de Santiago) was the most recently chosen destination of eleven of the

study‟s participants (15%). Figure 4.3 below provides a more detailed breakdown of

destination choice. Six participants had not recently travelled to any of the listed

destinations. Their chosen destinations were considerably less well-known and included a

10

3 1

12

14

35

I rarely worship

Once a month

Once every two weeks

Once a week

More than once a

week

Every day

30

trip to Madrid for World Youth day and a trip to the Steps of St. Paul in Turkey. It may be

worth noting that these respondents fell into the younger age bracket.


4.4 Factors influencing destination preference

The second objective of the present research was to identify the main factors influencing

destination preferences. A significant number of participants (21 of the entire sample) stated

that they usually return to the same destination on every pilgrimage. These individuals enjoy

the experience provided by a particular destination. These respondents mainly fell into the

65+ age bracket, and it may be important to note that the majority of the aforementioned

participants travelled to their destination of choice on pre-organised package tours.

Seventeen of the participants reported that they, themselves, did not choose their destination

of preference, but rather travelled to locations chosen by their local parish‟s religious

organisation. Again, it may be worth noting that these participants also fell into the 65+ age

26

2

7 4

4

11

7

4

6 Lourdes

Pio

Fatima

Shrines of France

Holy Land

Camino

Rome

Medjugorje

Other

31

bracket. Figure 4.4 below provides a breakdown of whom participants tend to travel with,

with organised pilgrimage group emerging as the highest percentage (36%).


4.4.1 Budget

Budget was a major factor taken into consideration by participants when choosing a

pilgrimage destination. Most participants (52%) listed cost/budget constraints as a reason for

choosing certain destinations over others. Based on descriptive statistics relating to

destination choice and factors influencing preference, it emerged that Lourdes was the

destination of choice for individuals who rated costs as an important factor for their

destination choice.

I travel alone

11%

One other

adult

12%

Group of

Adults

28%

Child or Family

Group

8%

Organised

Pilgrimage

Group

36%

Organised Tour

(Non

Pilgrimage)

4%

Did Not answer

1%

Travelling Group

32

4.4.2 Other influencing factors

Other factors which influenced destination preference included joining family

members/friends on a trip, basing destination choice on accessibility for an elderly friend and

visiting somewhere new/adventure. Of the seven participants who listed visiting somewhere

new, the majority were aged 54 or below.

4.5 Deterring factors

Overall, participants reported that their most recent pilgrimage was a positive experience.

However, in terms of factors which might deter religious tourists from choosing certain

destinations, excessive structuring by tour organisers, unsatisfactory hospitality provision,

insufficient assistance and support, as well as travel-related problems and accessibility were

highlighted as the main issues. Firstly, twenty participants reported that excessive structuring

by tour organisers, leading to constraints on their personal time, as well as limiting their

freedom to have an input into the structuring process, were significant deterrents. Fifteen

participants identified unsatisfactory hospitality provision – with reference to food, drink,

accommodation, entertainment and overall comfort – as a key factor which would

discourage them from returning to certain destinations. Furthermore, insufficient assistance

and support, both in terms of the provision of helpers and tour guides, as well as a lack of

tour-related information had a negative impact on the pilgrimage experience of several

respondents (ten respondents in total).

Eleven respondents reported a negative experience of airport and air travel. Some reported

that airport delays caused problems for them, as well as stringent security checks. One

individual experienced in-flight turbulence. Long or uncomfortable journeys were a

deterring factor for some respondents.

33

Participants who travelled further to reach their destination – for example, those who had

visited Medjugorje and the Holy Land – reported feelings of discomfort associated with

long-distance travel.

A qualitative analysis revealed that older adults had difficulties with accessibility in certain

destinations. Reported difficulties included making their way around in wheelchairs,

travelling around historical sites and reaching remote destinations. For example, one

respondent stated that “remote hill top shrines were hard to access.”

4.6 Conclusion

Analysis of the results of this study clearly revealed Lourdes as the most frequented

destination of Irish religious tourists, with other destinations emerging significantly less

often in participants‟ responses. Due to the pre-determined nature of the present research, the

majority of respondents fell into the 65+ age bracket and also described their employment

status as retired or not in paid employment. Motivating factors in regard to destination

preferences included familiarity with the destination, facility of pre-organised tours and

budget. Deterring factors included excessive structuring, poor hospitality provision, lack of

support/assistance and poor travel arrangements. The ensuing chapter will provide an

interpretation of the above results.

34

Chapter 5

Interpretation,

Analysis &

Discussion

35

5.1 Introduction

This chapter seeks to draw together and tease out the key findings which emerged from this

study, as outlined in the preceding chapter. In doing this, significant findings will be

discussed in the context of both the relevant literature and the central questions the research

set out to address, with the purpose of providing a greater understanding of the phenomenon

of Irish overseas pilgrimages. The chapter will also discuss the primary research, which has

been undertaken and attempt to evaluate the extent to which its component objectives have

been achieved, reflecting thus on the limitations of the present study, in terms of both

conceptual scope and range and methodological design. Finally, implications for tourism

provision and suggestions for future research in the field will be explored.

36

5.2 Evaluation of the findings in relation to the research question

As was stated in the previous chapters, the overarching question for this paper directly

asked:

‘What are the factors influencing the pilgrimage preferences of Irish tourists?’

The study‟s first objective was to identify the most frequented pilgrimage destinations

chosen by Irish tourists. In exploring this, the results of the research showed that the majority

of Irish pilgrims – 26 out of 75 – selected Lourdes on their most recent religious pilgrimage.

This is not surprising, given that the relationship between Irish Catholicism and Lourdes

dates back to the origins of the Lourdes pilgrimage destination in the Irish context, as

outlined by Dowling (1984). As previously stated, Dowling (1984) traced a direct link

between the choice of Lourdes as a pilgrimage destination and its historic longstanding

status in the Irish Catholic mind, as mediated by religious, medical and educational

institutions. Griffin (2007), as previously cited, has also claimed ever-increasing interest in

Lourdes as the premier destination of Irish religious tourists or pilgrims, reporting figures of

50,000 annually to this site, this growing interest again explained in terms of historic links

and other socio-cultural factors. Although it can, thus, be expected that a pre-determined

sample population comprising members of religious orders and practising Catholics, most of

whom were affiliated to Catholic institutions, will reflect this historic heritage and socio-

cultural influence in its pilgrimage preferences, the study‟s findings were not entirely

predictable. Analysis of underlying motivations points to a more complex picture, as will be

discussed later.

The Camino or Way of Santiago de Campostella in Northern Spain emerged as the second

most frequented destination, with 11 out of the 75 study participants listing it as their

destination of preference.

37

Rome and Fatima were placed joint third, also suggesting, perhaps, the impact of tradition

and historic connection on pilgrim choice. As in the case of Lourdes, the overall picture that

emerged reflects more complex underlying motivations, as will be explored later. It is

particularly interesting to note that seven of the respondents showed a preference for

locations not normally thought of as pilgrimage destinations, a finding that was not predicted

and that warrants further consideration.

In relation to the study‟s second objective, to identify the underlying motivations and

reasons for pilgrimage destination preference, a very interesting but complex picture

emerged. Factors that influenced destination preferences included familiarity with the

destination, with approximately 30% of respondents reporting returning to favourite sites;

the facility of pre-organised tours and pilgrimages as reported by 36% of the respondents,

and finally, budget, with 52% of participants citing cost and value as key concerns.

The motivational factors outlined above warrant further discussion. Firstly, familiarity with a

pilgrimage or religious tour site or destination, resulting in multiple trips to the same location

was explained by respondents in the study in terms not only of ease and security, but also in

terms of related factors such as the opportunity of meeting up with relatives and friends, as

well as the possibility of taking elderly or disabled members of their families or communities

to a familiar destination. This phenomenon may be best analysed through the socio-cultural

lens and fits well with the concepts of both tourism and religion as cultural institutions that

reflect a given society‟s values and lifestyle. Pearce (1989), as cited earlier, defined tourism

as the web of relationships and phenomena arising out of people‟s temporary stays away

from home, stays undertaken for the purposes of leisure, recreation or associating.

Idinopulos et al. (1998), also previously cited defined religion as an institutional set of

beliefs and practices that hosted key psychological, social, aesthetic and moral functions for

a given society. The Irish pilgrimage experience, as outlined above, can be seen to

38

incorporate these key institutional functions, satisfying myriad needs and aspirations, all

connected to individuals‟ psychological, social, moral and aesthetic goals, this reflects the

points made in the literature review by Maslow‟s (1943) theory on a hierarchy of needs. This

identifies the religious tourism subset of the tourist sector as a crucially significant

dimension for the expression of socio-cultural drives and trends. As previously stated,

religious tourism has already been identified as such a phenomenon by many studies. Lavery

(1996), previously cited, explained religious tourism as travelling for the purpose of religion,

reflecting the underlying importance of both intrinsic elements. Furthermore, Dowling

(1984), referring to the Irish context, outlined the institutional context of religious tourism,

describing the pervasive influence of religion and its practice in every aspect of Irish life.

This view of religious tourism, including pilgrimage, as a powerful cultural and economic

phenomenon is well supported by the present study which highlighted how destination

choice and preference owes much too institutional heritage and tradition and their expression

in tourist traveller behaviour.

Another significant motivational factor associated with destination choice in participants‟

responses in the present study was the facility of organised tours and pilgrimages, with 36%

of respondents identifying it as very significant. Again, this reflects on socio-cultural

institutional interrelationships and related traditions and trends. As previously cited, Griffin

(2007) reported ever-increasing Irish interest in overseas religious tourism and pilgrimage,

noting that 2,000 people travelled annually on the Dublin Diocesan pilgrimage alone.

Griffin‟s study outlined the attraction for tourists of pre-organised tours, trips or packages, in

keeping with this, 17 respondents (or 36%) of the present study reported the organised

pilgrimage as their preferred format and also revealed that in making this choice they did not

themselves choose the pilgrimage location, but rather travelled to locations chosen by their

local parish‟s religious organisations.

39

28% of respondents chose to travel as a group, again echoing trends outlined in previous

research and significantly, only 11% reported travelling alone, with a still lesser percentage

of 4% of the study‟s respondents reporting going on a non-pilgrimage organised tour. The

attraction of the organised and structured context of the religious tour or pilgrimage for

respondents of the present study also replicates previous claims. Rawlinson (2005), as

previously cited, listed an increase in the number of travel agents offering organised

pilgrimages and church tours as one of the four key determinants of religious tourism.

The other significant motivational factor cited by respondents of the current study in relation

to pilgrimage destination preference was budget. Concern with cost, affordability and value

for money emerged as key factors underlying participants‟ choices, with 52% of those

responding mentioning budgetary issues. This is not surprising in view of the increasing

body of knowledge on the role of consumer consciousness and psychology across the

general tourist sector. Rawlinson (2005), also listed the drive from consumers for a more

authentic and value-for-money experience as a key determinant of religious tourism and

Swarbrooke et al. (1999), as outlined in Chapter 2, highlighted the psychology of consumers

as a key determinant of consumer choice. This insight into consumer-consciousness is also

reflected in studies on religious tourism and pilgrimage by Griffin et al. (2012), as previously

mentioned. They examined the experience and underlying motivations of tourists attending

the 2012 Eucharistic Congress in Dublin. Their study showed that this tourism sub-set knew

what they wanted and had realistic expectations, particularly with regard to an authentic

experience and value for money.

In regard to the third and final objective of the present study, i.e. an evaluation of the factors

that deter religious tourists and pilgrims from visiting certain destinations, the picture that

emerged overlapped considerably with the findings on motivational factors. The list of

deterring factors that emerged from the research reflected concern with what may be

40

considered consumer-oriented factors. Of these, excessive structuring of tour or pilgrimage

itinerary or schedule was the most common aversive factor mentioned, with 20 respondents

out of the participant group of 75 revealing that restrictions and impingements on personal

time would discourage them from visiting a given site or destination. This finding is very

much in keeping with the claims of Rawlinson (2005), Griffin (2007) and Griffin et al.

(2012), who contended that pilgrims and religious tourists increasingly sought a more

authentic travel experience that satisfied their expectations. It also refocuses attention on the

issue of whether there is a measurable distinction between the consciousness of pilgrims and

that of religious tourists. In the current study, for example, respondents reported having to

attend daily mass/worship or feeling obliged to engage in other scheduled ritualistic

components of organised tours as impingements, although they were clearly pilgrims. Some

respondents expressed a wish to explore or shop or site-see on their own terms. This takes us

back to the claims of the Bywater (1994) who contended that not all religious tourists seek a

ritual experience and that tourists in general are motivated to visit destinations that have

important connections to Christianity. Could it be possible, therefore, by extension, to

postulate the view that all pilgrims do not seek a ritual experience and that they are less

motivated by religious ritual than by other pilgrimage components such as visiting an

established Christian site and sharing in a collective spiritual experience?

The above question leads back to the notion of religiosity which was a factor explored in the

study‟s questionnaire by measuring the frequency of worship.

41

It is interesting to note that despite the fact that they had chosen to participate in an overseas

pilgrimage, only 47%, less than half of the sample surveyed, reported worshipping on a daily

basis, with many reporting worshipping far less frequently than that. Jackson et al., (1995),

reflecting on the subject of religiosity, as presented in Chapter 2, reported on the difficulty of

measuring religiosity, claiming that it was very difficult to differentiate, particularly if

researchers relied on observing visit patterns to churches during a tour or pilgrimage. Thus,

in the context of the current study‟s finding that over-structuring and planning of pilgrimage

itineraries in relation to rituals relating to worship and the expression religiosity in general

discouraged travel, one is reminded of Lopez (2013) who contended that the increasing use

of the word „pilgrim‟ in a secular context demands a re-evaluation of both the demographics

and the experience of pilgrimage itself.

It is perhaps unsurprising that participants involved in the current study identified failures

and deficits in hospitality provision as a key factor that would deter them from visiting or

returning to a given destination. In this regard, consumer consciousness appears, once again,

to be a powerful determinant of whether an intending tourist would choose a destination or

not and clearly has implications for tourist boards, tour operators, hoteliers and researchers

alike. Fifteen respondents mentioned inadequate provision of food, drink, accommodation,

entertainment and overall comfort as concerns that would deter them from taking a given

pilgrimage or tour. This finding ties in with observations cited earlier from Weidenfeld

(2006) who noted that it was rare to find hotels that accommodated the special needs of

religious tourists of any faith, such as dietary or hygiene requirements.

Factors that are closely related to hospitality provision but which are primarily the remit of

tour organisers and tourist agents also feature amongst the factors respondents in the current

study listed as deterrents, in particular failures of provision of travel and in-tour assistance

and support, as well as information. The related dimension of travel discomforts and

42

anxieties and accessibility of sites also featured amongst factors that deterred religious

tourists and pilgrims, as can be evidenced in Chapter 4. It is striking that concerns in relation

to hospitality and travel/tour assistance provision identified in this study replicated many of

the findings reported by Griffin et al. (2012), when they approach the heading of

„Administration‟ and look at issues reflecting „monopoly control‟ and „organisational

structure‟. The findings charted in this study thus all clearly relate to the idea of religious

tourism and pilgrimage as institutions satisfying multiple and complex moral, aesthetic,

psychological and social needs, as outlined by Idinopulos et al. (1988).

Concerns relating to hospitality and travel assistance and support may well reflect on

participants‟ age. Age itself was a variable in the study sample, with the majority of

participants being aged 65 and beyond. Employment status was also a variable and findings

showed that „retired‟ or „not currently employed‟ emerged as the status reported by the

majority of participants in the study. It seems apparent that the latter bore a direct

relationship to the age variable. The extent to which these two variables of age and

employment status impact on either of the three research questions was difficult to quantify

in view of the limited scope and design of the study. However it is interesting to note that 6

of the study‟s participants indicated destinations outside of the range normally associated

with pilgrimage as their destination choice, with The Steps of St. Paul in Turkey and a trip to

Madrid for World Youth Day as the most striking choices. It is also interesting that these

participants were aged in the younger than 54 bracket. This may suggest the need to re-

evaluate the geo-cultural and social demographics and pilgrimage experience of religious

tourists, as suggested by both Bywater (1994) and Lopez ( 2013).

43

5.3 Strengths of the Study

This research project proved to be successful in exploring the destination preferences of Irish

religious tourists and pilgrims showing a definite trend in favour of Lourdes, which was

followed by Camino de Santiago (The way of St James), a factor that clearly reflects the

impact of institutional heritage and tradition. It further shed light on the underling

motivations and psychology of the pilgrim or religious tourist, showing this niche of the

tourist market to be heavily influenced by consumer expectations. In addition to this, the

study, despite its limited scope, provided a profile of the stereotypical Irish overseas pilgrim,

which proved to be an elderly female who practiced religion on a daily basis and was retired

from the workforce. The study design, based on the survey/questionnaire format, also

allowed for both quantitative and qualitative analyses.

5.4 Limitations and Weaknesses

As is noted by Anderson (2009), „sampling is the deliberate choice of a number of people to

represent a greater population‟ (Anderson, 2009, p.201). In relation to this paper, the sample

size was found to be too small and restricting. It was also shown, on reflection, to be too

homogenous and confined as it was to a pre-determined population of practising Catholics,

many of whom were members of the clergy or of religious orders. Therefore the findings

may not be representative of the Irish religious tourist or pilgrim as a group.

Gender imbalance was also evident with the overwhelming sample being female. A more

representative reflection of Irish religious tourist or pilgrim behaviour and motivations may

have resulted from a more gender-balanced sample. Age group comparisons would have

enhanced the current study but this could not be carried out as it was not possible to set up

pre - determined age groups, i.e. 20 people 20 years of age, 20 people 40 years of age and 20

people aged 60.

44

Likewise, the study design did not allow for any correlational analyses to examine the

relationships between the variables of age, gender and employment and their impact on the

study‟s key research issues of destination preference and its underpinning motivations. The

inclusion of such an analysis would have made for a more complex and worthwhile research

outcome.

Saunders et al, (2003) contended that a survey involves the gathering of a sample of data or

opinions considered to be representative of a whole. An advantage of using a survey is that it

allows the collection of a large amount of data from a sizeable population in a highly

efficient manner. However, surveys have certain drawbacks which include a limit to the

number of questions any questionnaire can contain and thus the data may not be as wide-

raging as those collected by other research methods, with particular reference to the amount

of questions in the survey. This proved to be another weakness in the current study and flaws

in the design of the questionnaire led to similar questions being asked more than once which

in turn led to the omission of other questions which could potentially have given the survey a

broader range and wider scope.

5.5 Conclusion

This chapter has examined and discussed the key findings of the present study and analysed

it in light of the existing literature. The chapter has also highlighted the implications of the

above for the many stakeholders in the relevant domain.

45

Chapter 6

Conclusions and Recommendations

46

6.1 Introduction

The final chapter of this paper will draw conclusions form the research findings and draw

out implications for relevant stakeholders in the field of tourism. It will also outline

recommendations for future work in the area.

This study attempted to gain insight into the pilgrimage preferences and underlying

destination choice motivations of Irish pilgrims and religious tourists. The study‟s findings

highlighted religious tourism and pilgrimage as powerful institutions that reflect a complex

multi-layered web of underlying relationships and phenomena, the latter geared to exercising

many sociocultural functions and to serving social, moral, psychological and aesthetic needs.

This insight underlines the potentially vast unharnessed market niche and largely

undifferentiated tourist sub-set that constitutes religious tourism and pilgrimage. The study‟s

findings, thus, have huge implications for researchers, national tourist boards, and policy

makers and should inform future thinking and strategizing in the tourism and tourism

marketing dimensions.

The study‟s findings also charted concerns with hospitality provision, particularly with

regard to the areas of travel, accommodation, catering, entertainment and specialist faith-

related provision. This clearly shows pilgrimage and religious tourism to be a very powerful

global consumer product (Burns et al., 1995) that again, is potentially a vast market niche.

These findings have serious implications for hospitality providers, hoteliers, carriers, as well

as for the entertainment and recreation sectors.

47

6.2 Concluding thoughts and future research

Griffin (2007) has argued that despite the erosion of religion and its practice in the Western

World, religious sites have become and increasingly popular tourist destination choice.

Likewise, Lopez (2013) has underlined the need for a re-evaluation of religious tourism and

pilgrimage to take account of ever-changing socio-cultural demographics and the growing

secularism in our western societies. Bywater (1994) also showed that religious tourism may

no longer be exclusively the remit of believers. This highlights the need for future research

in the religious tourism field to extent the focus to the secular context, as evidence suggests

that religious tourism is no longer the exclusive remit of those practising their faith.

Furthermore, the sectors of religious tourism and pilgrimage appear to be largely

undifferentiated areas of the tourism sector and further research would need to take account

of this gap, having regard to a conceptual framework that comprises psycho-social as well as

socio-cultural phenomena as the former appears to increasingly influence tourists‟

motivations.

6.3 Conclusion

In conclusion, this research study has drawn attention to the blurring of the boundaries

between the concepts of pilgrims, religious tourists and tourists in general – a sociocultural

phenomenon clearly implicit in Smith‟s words;

‘If a tourist is half a pilgrim, then a pilgrim is half a tourist’

(Smith, 1992, p.1)

This phenomenon lends itself to a potentially far reaching in-depth future exploration.

48

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49

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Appendix I

Questionnaire

56

Irish People and Pilgrimage?

Survey Number: _____

This survey is part of a research programme conducted by a final year Dublin Institute of Technology, Tourism Marketing student. The aim of this study is to find out the ‘How, Why and Where’ of Irish overseas pilgrimage. The author of this survey very much appreciates your participation in this research, and all responses will be treated confidentially.

This is a survey of people who HAVE already travelled overseas on Pilgrimage, if you have not travelled overseas on pilgrimage, we welcome your opinions, but

will not be able to use them in this research project.

Section 1: Your Experience of Pilgrimage.

1. How often do you travel overseas on pilgrimage?

2. When was the most recent time you went

I go once a year [ ] I went in the last month [ ]

I go more than once a year [ ] I went in the last year [ ]

I go once every two years [ ] I went in the last two years [ ]

Other _______________________ Other _______________________

3. On your most recent pilgrimage where did you go to?

Lourdes [ ] Shrines of France [ ]

Italy (P.Pio) [ ] Medjugorje [ ]

Fatima [ ] The way of St James- Camino de Santiago [ ]

Holy Land [ ] Other (Please Specify)

Italy (Rome) [ ] ________________________________

4. Which of the following are reasons why you travelled to this pilgrimage destination?

(Please tick all answers which suit you)

I travel there every time I go on a religious holiday and I enjoy the experience [ ]

For every pilgrimage I try to visit a different place around the world [ ]

My local Parish organised to go to this area and this is why I go [ ]

It best fits my budget [ ]

Value for money [ ]

Other (Please State)______________________________________]

5. Why did you not travel to any other destinations? (Please state)

__________________________________________________________________________

6. What would you say most affects your selection of pilgrimage destination?

__________________________________________________________________________

57

7. Have you considered travelling to any other destinations? (Please state which destinations,

if any)

__________________________________________________________________________

8. If you have considered travelling to a new destination, but you have not yet done so. What

are the reasons for this?

Budget constraints [ ]

I am unsure if it caters for my needs in the way my current pilgrimage destination does

[ ]

I don’t like change [ ]

I don’t like the unknown [ ]

I can’t think of enough other pilgrims that would consider going with me [ ]

Other (Please State)______________________________________

9. Who do you usually travel with on Pilgrimage?

I travel alone

One other Adult

Group of Adults

Child or Family Group

Organised Pilgrimage

Group

Organised Tour (Non Pilgrimage)

[ ] [ ] [ ] [ ] [ ] [ ]

Section 2: What you look for in a Religious Tour Package.

10. How important are the following for your Pilgrimage Experience:

Very Important

Fairly Important

Not sure Fairly

Unimportant Very

Unimportant

A package where everything is provided [ ] [ ] [ ] [ ] [ ]

Flexibility to select my own itinerary and personal experience

[ ] [ ] [ ] [ ] [ ]

An element of free time, for shopping and other non religious activities

[ ] [ ] [ ] [ ] [ ]

Mass [ ] [ ] [ ] [ ] [ ]

A deep spiritual experience [ ] [ ] [ ] [ ] [ ]

Accommodation (hotel, guest house) [ ] [ ] [ ] [ ] [ ]

Architectural, historical and cultural visits [ ] [ ] [ ] [ ] [ ]

11. What other events and activities encourage you to go on a particular pilgrimage?

__________________________________________________________________________

__

12. In relation to your most recent pilgrimage, what would you say was the best part of the

experience?

__________________________________________________________________________

__

58

13. In relation to your most recent pilgrimage, what do you think was missing / what would

you like to see added to the experience?

__________________________________________________________________________

__

14. In relation to your most recent pilgrimage, are there any aspects that you think should

be removed from the pilgrimage experience?

__________________________________________________________________________

__

Section 3: Planning and Decision Making.

15. How far in advance do you plan your pilgrimages?

A year or more in advance

6 months to a year in advance

Less than 6 months in advance

At the last minute

[ ] [ ] [ ] [ ]

Comment: _____________________________

16. Why, do you think, people plan their pilgrimages in advance?

They need to plan and forecast [ ]

Economical advantages, i.e.: cheaper [ ]

To eliminate unwanted stress [ ]

Other (Please explain)______________________________________ [ ]

Comment: ___________________________________

17. How important is it for you to do research prior to purchasing your trip?

Very Important Fairly Important Not sure Fairly

Unimportant Very Unimportant

[ ] [ ] [ ] [ ] [ ]

Comment: _______________________________

Section 4: Travel / Transport and Pilgrimage?

18. How important is the transportation element of an overseas pilgrimage

Very Important Fairly Important Not sure Fairly

Unimportant Very Unimportant

[ ] [ ] [ ] [ ] [ ]

59

19. Relating to your most recent pilgrimage, which of the following modes of transport did

you use to get to your selected destination? (Tick all modes you used)

Private Car Plane Boat Taxi Train Coach

[ ] [ ] [ ] [ ] [ ] [ ]

20. Overall was it a comfortable journey?

__________________________________________________________________________

__

21. Did you encounter any problems in the journey?

__________________________________________________________________________

__

22. Would the travel encourage / discourage you from travelling to that destination again?

__________________________________________________________________________

__

Section 5: Personal Details.

23. How would you best describe your level of religious activity?

I rarely worship [ ]

I worship once a month [ ]

I worship once every two weeks [ ]

I worship once a week [ ]

I worship more than once a week [ ]

I worship every day [ ]

Comment: _______________________________

60

24. What is your nationality?

25. In which country do you live?

26. Are you male or female? Male [ ]

Female [ ]

27. What is your age? 24 or younger [ ]

25-34 [ ]

35-44 [ ]

45-54 [ ]

55-64 [ ]

65+ [ ]

28. Which of the following best describes your current status?

(Tick one)

Employed [ ]

Self-Employed [ ]

Student [ ]

Retired [ ]

Unemployed [ ]

Other _______

Thank you for your time in carrying out this survey. Your input is greatly appreciated!

For any further details about this survey or the overall research project, please feel free to

contact my supervisor Dr. Kevin Griffin, DIT, Cathal Brugha St, Dublin 1

61

Appendix II

Figures

Charts and illustrations used in the study

62



0

5

10

15

20

25

30

35

40

24 \ Younger 24-34 35-44 45-54 55-64 65 Plus

Age of Participants

63



0

5

10

15

20

25

30

35

Current Employment Status

10

3 1

12

14

35

I rarely worship

Once a month

Once every two weeks

Once a week

More than once a

week

Every day

64



26

2

7 4

4

11

7

4

6 Lourdes

Pio

Fatima

Shrines of France

Holy Land

Camino

Rome

Medjugorje

Other

I travel alone

11%

One other

adult

12%

Group of

Adults

28%

Child or Family

Group

8%

Organised

Pilgrimage

Group

36%

Organised Tour

(Non

Pilgrimage)

4%

Did Not answer

1%

Travelling Group

Documents

Colm O'Leary. Thesis