– 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.
