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<p>The digital transformation of tourism is increasingly reshaping how destinations build and sustain competitiveness, particularly within the rapidly expanding domain of spiritual tourism, which is projected to grow steadily due to increasing global demand for wellness, pilgrimage, and transformative travel experiences. Anchored in the emerging paradigm of Spirituality 5.0, this study examines how AI-integrated spiritual tourism contributes to destination competitiveness through digital faith networking, spiritual experience, and holistic spiritual wellbeing. Using a quantitative research design, survey data from 401 spiritual tourists across digitally engaged pilgrimage and spiritual tourism platforms in India were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that AI-enabled personalization, sentiment analysis, and spiritual connectivity significantly enhance digital faith networking and spiritual experience, which subsequently strengthen holistic spiritual wellbeing and the perceived effectiveness of spiritual tourism. Unlike prior studies that predominantly examine AI-enabled tourism from technological or operational perspectives, this study introduces a multi-mediated Spirituality 5.0 framework that empirically links AI-enabled spiritual engagement with experiential competitiveness outcomes. The study demonstrates that AI-enabled spiritual engagement fosters emotional connectedness, existential reflection, community belonging, and holistic wellbeing, which collectively strengthen meaningful and transformative tourism experiences while indirectly enhancing destination attractiveness and long-term visitor attachment. The findings further suggest that spiritual tourism destinations in emerging digital economies such as India can strengthen competitiveness by implementing AI-supported multilingual pilgrimage assistance, emotionally adaptive spiritual recommendation systems, digitally mediated faith communities, and wellbeing-oriented platform ecosystems. The study contributes theoretically by integrating competitiveness theory, the Technology Acceptance Model, and holistic wellbeing perspectives within a unified AI-enabled spiritual tourism framework.</p>

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Spirituality 5.0 and Competitiveness in Spiritual Tourism: Examining the Role of AI-Enabled Digital Interventions

  • 期刊论文

  • 发表日期：

    2026年7月21日

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  • Mrinal Kanti Das,
  • Soumya Mukherjee,
  • Chin-Shiuh Shieh,
  • Avinash K. Shrivastava

摘要

The digital transformation of tourism is increasingly reshaping how destinations build and sustain competitiveness, particularly within the rapidly expanding domain of spiritual tourism, which is projected to grow steadily due to increasing global demand for wellness, pilgrimage, and transformative travel experiences. Anchored in the emerging paradigm of Spirituality 5.0, this study examines how AI-integrated spiritual tourism contributes to destination competitiveness through digital faith networking, spiritual experience, and holistic spiritual wellbeing. Using a quantitative research design, survey data from 401 spiritual tourists across digitally engaged pilgrimage and spiritual tourism platforms in India were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that AI-enabled personalization, sentiment analysis, and spiritual connectivity significantly enhance digital faith networking and spiritual experience, which subsequently strengthen holistic spiritual wellbeing and the perceived effectiveness of spiritual tourism. Unlike prior studies that predominantly examine AI-enabled tourism from technological or operational perspectives, this study introduces a multi-mediated Spirituality 5.0 framework that empirically links AI-enabled spiritual engagement with experiential competitiveness outcomes. The study demonstrates that AI-enabled spiritual engagement fosters emotional connectedness, existential reflection, community belonging, and holistic wellbeing, which collectively strengthen meaningful and transformative tourism experiences while indirectly enhancing destination attractiveness and long-term visitor attachment. The findings further suggest that spiritual tourism destinations in emerging digital economies such as India can strengthen competitiveness by implementing AI-supported multilingual pilgrimage assistance, emotionally adaptive spiritual recommendation systems, digitally mediated faith communities, and wellbeing-oriented platform ecosystems. The study contributes theoretically by integrating competitiveness theory, the Technology Acceptance Model, and holistic wellbeing perspectives within a unified AI-enabled spiritual tourism framework.