The growth of information and communication technology makes people neglect their cultural heritage due to various factors, and it leads to a lack of cultural heritage transformation from one generation to the next generation. It greatly impacts on pilgrimage attitude towards cultural heritage. Besides, the expansion of heritage places improves the economic worth of any nation. Further, pilgrimage attraction is a major concern, which in turn improves the business opportunities. In general, cultural heritage depends on the historical, aesthetic, and architectural value of a particular place. Apart from these factors, some other parameters are also associated with cultural heritage. Therefore, it is significant to understand the behavioral pattern of the pilgrimage and their likeliness. This paper makes a phenomenological approach to uncover subliminal values associated with the cultural heritage places of Odisha, India. The prime objective is to study the attitude of pilgrimage towards visiting cultural heritage places. The attitude of pilgrimage depends on different dimensions, such as historical, aesthetic, architectural, spiritual, environment, economic, and management. Looking into uncertainty and frequent changes in human behavior, we employ variance-based structural equation modeling using partial least square and rough set for analyzing the information system. Variance-based structural equation modeling using partial least square help us to identify the factors that are essential for the study, and then the rough set is used to generate the rules. It, in turn, study the attitude of pilgrimage towards cultural heritage place of Odisha. © 2020, Springer-Verlag GmbH Germany, part of Springer Nature.