#Kaaba: Analyzing Islamic Pilgrims Behaviors and Experiences During Hajj Through User‐Generated Content of Instagram

ABSTRACT There is a dire need to analyze religious pilgrimage and sacred destination related attributes in an era of social media, specifically from pilgrims' point of view. This study therefore aims to find out Muslim pilgrims' behaviors and experiences during Islamic pilgrimage “Hajj toward Kaaba.” Additionally, what type of photographic content they upload with different/multiple captions on social media site Instagram is also meticulously examined. Ten thousand four hundred posts derived from Instagram were analyzed through using a qualitative thematic and visual content analysis. Multiple themes, categories and nodes which emerged from user‐generated content data using an inductive approach highlight religious norms and practices performed during Hajj. Moreover, how pilgrims engage into tranquility through establishing an emotional connection with Kaaba and how ecological spirituality plays an important role in renewing their lives through Hajj is revealed. DMO's can benefit from this study's outcomes to attract religious tourists, especially Muslims toward their tourist destinations.