Purpose This study examines the engagement of India's digitally native Generation Z with the Kumbh Mela, recognized as the world's largest spiritual mega-event, through the perspectives of digital influence, motivational plurality, and expectation discrepancy. The research seeks to elucidate how these factors affect ritual participation and the resulting transformational outcomes. Design/methodology/approach Grounded in Castells' Network Society Theory and Turner's Communitas framework, this study develops a theoretical model that connects digital amplification, social influence, and various motivations to expectation discrepancy and ritual engagement. A survey involving 816 Gen Z participants was examined using Partial Least Squares Structural Equation Modeling (PLS-SEM), which incorporated mediation and moderation effects across behavioral, cultural, and psychological outcomes. Findings Digital representations and narratives driven by influencers often establish elevated expectations, which can result in psychological dissonance and diminished engagement in rituals. Nevertheless, engagement in rituals serves as a mediating factor in achieving meaningful outcomes, including cultural immersion, psychological transformation, behavioral intention, and social commitment. The trait of openness to experience enhances these positive effects, while previous participation and group attendance help to bridge expectation gaps. Research limitations/implications This study is situated within the context of India's Kumbh Mela and examines the socio-cultural characteristics of Indian Generation Z. Future research could investigate the longitudinal effects of such engagements or conduct comparative analyses of cross-cultural youth cohorts in other spiritual or heritage tourism settings. Practical implications The findings provide valuable insights for experience designers, event organizers, and tourism marketers on how to curate more authentic and immersive spiritual experiences for young individuals. Effective management of digital storytelling and expectation calibration can significantly enhance visitor satisfaction, facilitate cultural transmission, and increase the likelihood of return visits. Social implications This study elucidates the role of digitally mediated rituals in cultivating civic orientation and collective consciousness among youth. It underscores the potential of spiritual mega-events as platforms for social bonding, reinforcement of values, and youth-led cultural stewardship. Originality/value This paper distinctively integrates ritual theory, digital sociology, and youth tourism by conceptualizing the Kumbh Mela as a digitally curated, communally experienced liminal space. It provides a novel perspective on how Generation Z navigates identity, meaning, and transformation at the confluence of tradition and technology in the Global South.
Das et al. (Tue,) studied this question.
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