USER FLOWS AND WALKING MOTIVATIONS ALONG THE VIA FRANCIGENA CULTURAL ROUTE: A MIXED-METHODS STUDY

Over the past two decades, walking pilgrimages have undergone a profound transformation, evolving beyond their strictly religious origins into complex experiences shaped by contemporary cultural, psychological, and environmental values. Today, longdistance routes such as the Via Francigena attract individuals motivated not only by spiritual renewal but also by physical well-being, mental health, introspection, a desire for contact with nature, and a slower pace of life. These changes reflect a broader redefinition of pilgrimage as a hybrid and plural phenomenon in which the sacred and the secular often intersect. Understanding this evolution is essential to interpreting the meaning of modern pilgrimage and developing sustainable policies for the management of historical walking routes. This study focuses on the Tuscan section of the Via Francigena, one of the most symbolically and scenically rich segments of the route, with the dual aim of exploring the motivations and lived experiences of contemporary walkers and testing a complementary system for monitoring user flows. To achieve this, a mixed-methods approach was adopted that integrates qualitative and quantitative data. The research combined two primary methods. First, self-administered paper questionnaires were voluntarily completed by walkers encountered along the route during their journey. This approach ensured both immediacy of response and authenticity of experience. Second, a pilot monitoring system based on fixed-position video cameras was deployed at selected locations to anonymously register the frequency and direction of pedestrian traffic. The system was designed in full compliance with ethical standards, avoiding the collection of personal data or identifiable images. The results confirm a clear predominance of non-religious motivations among participants. The most commonly cited reasons for walking included immersion in natural landscapes, physical and psychological well-being, the appeal of solitude or social interaction, and the intrinsic pleasure of walking. Less frequently mentioned but still relevant were motivations related to cultural exploration, spiritual reflection, transitional life moments, and the need to disconnect from everyday routines. By combining direct user feedback with anonymous observational data, this study provides a comprehensive understanding of contemporary pilgrimage practices and contributes to the ongoing redefinition of the relationship between faith, heritage, and mobility in 21st-century Europe.