DIGITALISATION, TOURISM EXPERIENCE, AND PILGRIMAGE PARTICIPATION AMONG SOUTH AFRICAN CHRISTIANS

Background: Digitalisation is reshaping tourism consumption by transforming how travellers search, evaluate, book, and experience destinations. For faith based travel, digital platforms now influence pilgrimage planning, spiritual community mobilisation, and the accessibility of religious tourism services. In South Africa, Christian pilgrimage and church linked tourism have expanded through regional mobility networks, yet the role of digitalisation in shaping pilgrimage participation remains under explored.

Aim: This study examined the effect of digitalisation on tourism experience and pilgrimage participation among South African Christians, focusing on how online travel platforms and church mobility networks influence pilgrimage service adoption.

Methodology: The study employed a cross sectional survey design targeting South African Christians who have participated in at least one church linked trip or pilgrimage within the last twenty four months. Data were collected using structured questionnaires administered across Gauteng, KwaZulu Natal, and Western Cape provinces. A sample of 420 respondents was obtained through multistage sampling. Digitalisation was measured using perceived usefulness of online booking tools, mobile payment adoption, social media travel information reliance, and virtual faith community engagement. Tourism experience was measured through satisfaction, perceived service quality, and travel convenience, while pilgrimage participation was measured through frequency, intention to repeat, and spiritual value perception. Data were analysed using descriptive statistics, correlation analysis, and structural equation modelling.

Findings: Digitalisation significantly improved tourism experience by increasing information access, booking convenience, and travel coordination. Digitalisation also positively influenced pilgrimage participation, indicating that online travel platforms and church digital networks reduce planning barriers and enhance spiritual travel engagement. Tourism experience partially mediated the digitalisation and pilgrimage participation relationship, suggesting that digital tools encourage pilgrimage largely by improving convenience and satisfaction. However, digital exclusion and trust concerns remained significant barriers among older participants and low income households.

Contributions: This study contributes to tourism marketing and religious mobility literature by providing empirical evidence on the role of digitalisation in Christian pilgrimage behaviour in South Africa. It highlights the importance of faith community digital networks as an emerging driver of religious tourism participation.

Recommendations
Tourism operators: Improve platform usability, mobile payment flexibility, and transparent pricing for faith travel packages.
Church organisations: Strengthen digital communication systems for trip coordination, safety, and inclusive participation support.
Policy makers: Promote digital inclusion programmes and consumer protection measures to reduce trust and access barriers in digital tourism.