Omamori are one-of-a-kind products provided at Japanese religious sites and are popular among visitors from all over the world. Drawing on the theoretical lens of reification, this study explored how visitors with different cultural and religious backgrounds interact with the world through material products in the context of religious tourism. A qualitative approach was taken to analyze online reviews through inductive thematic analysis. Findings revealed a ‘world-object-human’ framework of reification, in which visitors' interpretation (i.e. perceived religious power, secular value, and the mixture of religion and secular life) and meaning-making with omamori are explored. Results further showed the reification process manifested in omamori contributes to tourism experiences and cross-cultural understanding. Theoretical and practical implications were provided, followed by limitations and suggestions for future research.

御守是日本宗教场所提供的独一无二的产品，深受世界各地游客的欢迎。本研究利用物化的理论视角，探讨了不同文化和宗教背景的游客在宗教旅游背景下如何通过物质产品与世界互动。采用定性方法通过归纳主题分析来分析在线评论。调查结果揭示了一个“世界-对象-人类”的物化框架，其中探索了参观者的解释（即感知的宗教力量、世俗价值以及宗教与世俗生活的混合）和御守的意义建构。结果进一步表明，御盛体现的物化过程有助于旅游体验和跨文化理解。