Pilgrims are seeking a purpose. Tourists are seeking an experience. A tourist might love the experience, rave over it, document it, relive it. But they aren’t committed to it.
Tourists share experiences but they don’t construct them. They’re in it temporarily, not for the long haul. Tourists are consumers at heart.
Pilgrims are on a mission. They have a goal, a purpose of becoming a different person. Pilgrims make things happen. They’re in it for the long haul.
Winning brands treat their audiences like pilgrims, not tourists.