This study looks into the impact of the presence of social media influencers in pilgrimage sites. Using a combination of literature review and empirical data from eighty-nine tourists at the Jyotirlingas, the study investigates tourists' perceptions of influencers as both facilitators of virtual access and disruptors of sanctity and peace in these holy sites. While some tourists believe that influencers undermine authentic experiences, others value the digital visibility they bring for these sites. The study emphasises the importance of balanced management that maintains cultural integrity while meeting the expectations of modern digital inclusion. This study highlights the intricacy of social media's involvement in contemporary religious tourism using MAXQDA analysis, and it proposes strategic policy measures to manage the relationship between tradition and digital modernity in a sustainable manner.
DOI: https://doi.org/10.4018/979-8-3693-8794-8.ch008
Publish Year: 2025
