Warming up the fourth meeting of the webinar series on pilgrimage in the world, Dr. Reader talked about how the market and consumer activities, advertising, and promotion have been formed alongside concept of pilgrimage.
According to him, the book focuses on Japanese pilgrimage specially pilgrimage to Shikoku, a temple on Shikoku Island, presenting pilgrimage as a journey towards enlightenment.
In another part of his speech, professor Reader explained the importance of the market in the dynamics and development of pilgrimage and shrines, stating that Studies on pilgrimage often focus on the religious aspects and motivations of pilgrims, which are based on 3 areas: miracles, faith and sanctity of pilgrimage sites, pilgrimage as a spiritual journey, and finally focus on shrines as sacred places in contrast to the everyday world.
“Commercial elements and consumerism are often regarded as a "pollution" of the sacred world. Accordingly, souvenir and tourism shops are seen as factors contrary to religion,” he further noted, adding that in reality, however, these elements should be considered as an inseparable part of pilgrimage. Pilgrims are only a part of the pilgrimage process, and attention must also be paid to transportation infrastructure, accommodations, shops, and advertising as well.  
The professor of Japanese studies at the University of Manchester went on to say: “Examples of Shikoku, Lourdes, and other pilgrimage sites in Japan, Europe, and India show that the development of recreational and tourism facilities plays a key role in the success of pilgrimage sites”.
Outlining key points of his speech, the researcher said: “Commercial elements are not only important but also an essential part of pilgrimage. Traditional dichotomy between the "sacred" and the "secular" is nothing but a misconception.”