Influence Of Demographic Factors On Attitude Towards Technology Usage And Pilgrimage Experience: Evidence From North East Pilgrim Site

Abstract

The rapid integration of digital technologies has significantly transformed the tourism sector, influencing travel planning, destination engagement, and visitor experience. This transformation is increasingly evident in pilgrimage tourism, where traditional spiritual practices are intersecting with technology-enabled services. The present study investigates the impact of selected demographic factors on tourists’ attitudes towards the usage of technology and overall tourism experience, with specific reference to pilgrimage sites in Northeast India. The region represents a distinctive spiritual landscape characterized by diverse religious traditions, sacred sites, and emerging pilgrimage destinations. In this study, quantitative research methodology was adopted using primary data obtained from a sample of 438 people who visited pilgrimage destinations in the northeastern region of India. Age, gender, occupation, and monthly income were regarded as independent variables, whereas attitude toward technological application and tourism experience were viewed as the dependent variable. One-way ANOVA was conducted using the Statistical Package for Social Sciences (SPSS) The study contributes to the growing body of literature on technology adoption in pilgrimage tourism by demonstrating that demographic differences do not significantly shape technology-related attitudes in the context of Northeast India. The findings offer important managerial and policy implications, indicating that technology-driven tourism initiatives can be implemented without extensive demographic segmentation. The research supports the view that digital technologies are becoming an integral and normalized component of contemporary pilgrimage tourism experiences in emerging spiritual destinations.