Values-rich journeys can be described as pilgrimage, spiritual travel, personal heritage tourism, holistic tourism, and valuistic journeys. There are many motivations for undertaking these journeys; the most important being personal values, life experience, personal and social identity, lifestyle, social and cultural influence.This book presents contributions that address pilgrim motivation, identity and values as they are shaped by the broader sociological, psychological, cultural and environmental perspectives. The focus of the book is the travellers themselves and their inner world through the lens of their pilgrimage. The research presented focuses on the typology of pilgrim journeys as ways in which identity and values are presented to a post-modern consumer society, providing interesting and challenging perspectives on the identity of pilgrims in the 21st century. The book:- Provides a framework for understanding the impact of values and identity on the motivation and behaviour of contemporary pilgrims.- Presents a comprehensive review of the latest research, a collection of case studies and models of practical applications.- Discusses the perceptions of tourism and pilgrimage in the age of value transformations and identity challenges.