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The Medieval Pilgrimage Business

Published online by Cambridge University Press:  18 February 2015

Adrian R. Bell  and
Richard S. Dale
Adrian R. Bell
Affiliation:
ICMA Centre, Henley Business School, University of Reading, Whiteknights, Reading, RG6 6BA, E-mail: a.r.bell@icmacentre.ac.uk
Richard S. Dale
Affiliation:
ICMA Centre, Henley Business School, University of Reading, Whiteknights, Reading, RG6 6BA, UK.
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Abstract

Although medieval pilgrimage has been the subject of extensive historical research, the economic and financial dimension has been somewhat neglected. This paper is an attempt to provide a synthesis of published and unpublished work on pilgrimage, focusing on the business management and promotional aspects of pilgrimage shrines. From the literature reviewed, it is clear that many ‘modern’ business practices were being widely used by pilgrimage centers throughout Europe in the middle ages. Examples can be found of active brand management and promotional techniques adopted by shrines operating within a highly competitive market for pilgrimage services.

Type
Articles
Information
Enterprise & Society , Volume 12 , Issue 3 , September 2011 , pp. 601 - 627
Copyright
Copyright © The Author(s) 2011. Published by Cambridge University Press on behalf of the Business History Conference. All rights reserved.

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