Internet deployment in the spiritual tourism industry: the case of Vaishno Devi Shrine

Purpose – This paper aims to identify the role of internet/web services in spiritual tourism and the challenges faced in internet deployment and how they could be overcome. Design/methodology/approach – The study was carried via structured questionnaires/interviews with open‐ended and closed‐ended questions with Indian pilgrims and the shrine board members. Also the web site/portals of Vaishno Devi Shrine Board and other religious places were analyzed. Findings – Findings show the level of awareness amongst the pilgrims about how internet can play a major role in providing ease of information. Practical implications – The use of information and communication technology provides greater convenience and comfort to pilgrims by providing access to information. The technology element facilitates hassle free darshan to tourists, encourages the rate of repeat visits by managing the long wait hours and also information about other services. Originality/value – The paper focuses on the growing needs of internet in spiritual tourism in India.