Abstract
An inductive mixed-method research design was applied to explore how digital media impacted tourism, in particular, religious journeys by Christians and Muslims to a special physical destination during the COVID-19 coronavirus pandemic. Rhetorical data were reviewed to analyse the key factors impacting digital religious tourism. Several theories were uncovered to explain the impact of digital media on religious tourism. A theoretical framework was developed for future research based on the best-fitting conceptual model. The results indicated that religious tourism is mostly being impacted by smartphone Wi-Fi connectivity within protected zones like Mecca, and by cellular internet access along the journey through rural areas. This exploratory study will inspire new empirical research.
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