The changing dichotomy between the sacred and the profane: a historical analysis of the Santiago de Compostela pilgrimage

ABSTRACT

In a world where belief systems are constantly evolving, the number of people making a religious pilgrimage has skyrocketed. The Camino (Road) to Santiago (Saint James) de Compostela has been part of this general fervor. The present study looks at the dichotomy within this particular pilgrimage between the sacred and the profane, applying a historical method toward this end. It will demonstrate that at each of the three periods used here as units of analysis (Middle Ages, Renaissance, and Postmodernity), the sacred and the profane have combined in specific ways around the constructs of separation, encapsulation, and hybridization. This categorization justifies pilgrimages’ depiction as societal and commercial phenomena; shows that this particular, mythical pilgrimage has always been associated with markets and consumption behavior; and offers insights into these elements’ development and operationalization in the marketing arena.

KEYWORDS:

• Pilgrimage
• sacred and profane
• historical method
• consumption
• religious tourism

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. http://www.economist.com/news/business/21587806-pilgrimages-are-big-businessand-getting-bigger-pennies-heaven.

2. http://whc.unesco.org/en/list/347/.

3. http://www.csj.org.uk/the-present-day-pilgrimage/pilgrim-numbers/.

Additional information

Notes on contributors

Véronique Cova

Véronique Cova, Ph. D., is a Professor of Marketing at IAE, Aix-Marseille Graduate School of Management, Aix-Marseille University, France. Her current research interests include pilgrimage, consumption of religion and servicescapes.

Julien Bousquet

Julien Bousquet, Ph. D., is Professor of Management at University of Quebec at Chicoutimi, Canada. His current research interests include stakeholder management, project marketing and historical methods.

Cylvie Claveau

Cylvie Claveau, Ph. D., is Professor of Contemporary History at University of Quebec at Chicoutimi, Canada. Her current research interests include contemporary European history, anti-semitism and racism.

Asim Qazi Shabir

Asim Qazi Shabir is Ph. D. student in Marketing under the supervision of Pr Véronique Cova at IAE, Aix-Marseille Graduate School of Management, Aix-Marseille University, France. His doctoral research focuses on well-being and sacred food.