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Stimulating satisfaction and loyalty: transformative behaviour and Muslim consumers

Naushad Mohamed (Maldives Ministry of Tourism, Male, Maldives)
Babak Taheri (Edinburgh Business School, School of Social Sciences, Heriot Watt University, Edinburgh, UK)
Anna Farmaki (Department of Hotel and Tourism Management, Cyprus University of Technology, Lemesos, Cyprus)
Hossein Olya (Marketing and Creative and Cultural Industries, The University of Sheffield Management School, Sheffield, UK)
Martin Joseph Gannon (Entrepreneurship and Innovation Group, University of Edinburgh Business School, Edinburgh, UK)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 6 August 2020

Issue publication date: 6 August 2020

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Abstract

Purpose

This study aims to investigate the combinations of religiosity, cosmopolitanism and perceived destination image leading to satisfaction and loyalty amongst Muslim consumers within the Maldivian tourism and hospitality context.

Design/methodology/approach

Using fuzzy-set qualitative comparative analysis (fsQCA), this study reveals that diverse combinations of religiosity, cosmopolitanism and destination image dimensions stimulate satisfaction and loyalty in Muslim consumers.

Findings

Multiple recipes can be used to design compelling destinations that balance the desire for religiosity and cosmopolitanism characteristic of contemporary Muslim consumers. The results confirm the applicability of complexity theory in explaining Muslim consumer behaviour within the Islamic destination context.

Practical implications

Several implications for the hospitality and tourism industry are drawn from the results, with suggestions for future research provided. Each fsQCA recipe identifies distinct suggestions to shape the design of destination attributes and hospitality offerings to stimulate consumer satisfaction and loyalty.

Originality/value

Complexity theory was applied to assess the complex causal relationships among Muslim consumers’ religiosity, perceived destination image, cosmopolitanism, satisfaction and loyalty.

Keywords

Citation

Mohamed, N., Taheri, B., Farmaki, A., Olya, H. and Gannon, M.J. (2020), "Stimulating satisfaction and loyalty: transformative behaviour and Muslim consumers", International Journal of Contemporary Hospitality Management, Vol. 32 No. 9, pp. 2903-2923. https://doi.org/10.1108/IJCHM-04-2020-0330

Publisher

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Emerald Publishing Limited

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