Social Media and the Spiritual Journey: The Place of Digital Technology in Enriching the Experience

This qualitative study explores the utilization of social media among Pakistani pilgrims during spiritual journeys and investigates its impact on their pilgrimage experiences. Thirty Pakistani pilgrims who had embarked on spiritual journeys to various religious sites were interviewed using semi-structured interviews. Thematic analysis was employed to analyze the interview transcripts, revealing five main stages of social media usage: pre-trip preparation, real-time updates and guidance, community building and support, sharing experiences and insights, and post-trip reflection and engagement. At each stage, social media played diverse roles, including providing information and support, fostering connections with fellow pilgrims, sharing personal experiences, and facilitating spiritual dialogue. This explorative study underscores the significance of social media in enhancing the pilgrimage experience for Pakistani pilgrims, serving as a valuable tool for information dissemination, community building, spiritual support, and personal reflection throughout the pilgrimage journey. The findings contribute to a deeper understanding of how social media shapes pilgrims’ experiences and fosters their spiritual growth, emphasizing the need for further research to explore the nuanced dynamics of social media usage in the context of pilgrimage. Overall, this study sheds light on the unique role of social media in the spiritual journeys of Pakistani pilgrims and highlights its implications for pilgrimage practices and the broader discourse on religious tourism.