Traditional pilgrimages were driven by religious beliefs; modern tourists instead visit pilgrimage destinations in response to various motives, including the search for individual, spiritual peace. Despite the increasing popularity of pilgrimage and social network sites (SNS) among tourists, little research has considered what motivates tourists to visit pilgrimage destinations and then post their pilgrimage experiences on SNS. This study identifies travelers’ motivations to visit pilgrimage destinations as well as antecedents of their intentions to share their pilgrimage experiences on SNS. An online survey, administered to 304 adults in the United States, reveals that spiritual, travel, friendship, self-presentation, and status motives relate positively to intentions to visit pilgrimage destinations and share pilgrimage experiences on SNS. The significance of the motives also differs with the level of religious belief. This study provides practical implications that can help the tourism industry develop enhanced pilgrimage destination marketing strategies.
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