Pilgrimage tourism and social media: A way forward in the 21st century?

Abstract This chapter reveals a shift in the demand characteristics for religious/pilgrimage tourism with the advent of the "experience economy" and the proliferation of social media. The management implications of the advent of social media for religious/pilgrimage tourism are also discussed, including the use of social media marketing in the context of pilgrimage tourism development. A case study is presented of the 'Peregrino Lebaniego Digital', a project that digitalizes a part of the Way of Saint James.