Indonesia, home to over 278 million Muslims, faces structural limitations in accommodating Hajj pilgrims, with an annual quota of approximately 221,000 and waiting periods ranging from 11 to 47 years as of 2024. These constraints have prompted a surge in Umrah pilgrimages, which are quota-free and more accessible. In 2024, more than 1.4 million Indonesians performed Umrah through licensed travel operators (PPIU), supported by a highly competitive, digitally driven religious tourism sector comprising over 2800 active PPIUs. Against this backdrop, this study examines the influence of internal motivations (push factors), external destination appeal (pull factors), Tourist Destination Online Content (TDOC), satisfaction, and Digital Marketing Interaction (DMI) on Tourist Behavior Intention (TBI). Combining Theory of Planned Behavior (TPB), Expectation-Confirmation Theory (ECT), and Stimulus–Organism–Response (S-O-R) framework, study analyzed data from 384 prospective Umrah travelers using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that push and pull factors significantly influence TBI, with TDOC exerting a strong indirect effect via DMI. While TDOC enhances satisfaction, satisfaction itself does not significantly affect TBI nor serve as a mediator. Instead, DMI emerges as the key mechanism linking both TDOC and push factors to behavioral outcomes such as revisit intention and eWOM. These findings highlight the critical role of spiritual motivation and digital interaction—rather than satisfaction—in shaping tourist intention. The study advances the discourse in Islamic tourism by offering strategic insights for PPIUs to design motivational, interactive, and digitally resonant marketing strategies that align with pilgrims’ spiritual aspirations.