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Islamic tourism: travel motivations, satisfaction and word of mouth, Ghana

Alexander Preko (Department of Marketing, University of Professional Studies, Accra, Ghana)
Iddrisu Mohammed (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana)
Theophilus Francis Gyepi-Garbrah (Council for Scientific and Industrial Research, Accra, Ghana)
Azizbek Allaberganov (Department of Marketing, Westminster International University in Tashkent, Tashkent, Uzbekistan)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 6 February 2020

Issue publication date: 9 January 2021

1207

Abstract

Purpose

This study aims to present the push-pull motives of Islamic tourism and how these provide the basis for promoting and developing Islamic tourism practices in Ghana’s tourism industry. As Islamic tourism is considered as a niche market with new needs and wants globally, this study makes the effort to identify the prospects of this form of tourism in a non-Islamic developing nation.

Design/methodology/approach

The study has used a convenience sampling approach in gathering data from 337 Muslim tourists, adopting existing scale instruments of push-pull motives, satisfaction, word-of-mouth of tourists and Islamic practices. The structural equation modelling was used to establish relationships and effects of the studied variables.

Findings

The results revealed the significant effects of push-pull motives of Ghanaian Muslim tourists on satisfaction as well as the significant influence of tourist satisfaction on word-of-mouth. In addition, the significant moderating effects of Islamic practices on the relationships between push-pull motives and tourist satisfaction were established.

Research limitations/implications

The conclusion and recommendations of this study might not be consistent with factors that motivate Muslims tourists in other countries.

Practical implications

The results of the study validate the viability of Islamic tourism practices and possible spread of positive word-of-mouth among potential Muslim tourists for future Islamic tourism market in Ghana.

Originality/value

This paper provides the first insight into push-pull motives of Muslim tourists’ choice of Islamic destination in non-Islamic developing country context. The insight will be valuable to tourism authorities, industry, academics, businesses, managers and practitioners, as the results will enhance product and service delivery to Muslim tourists when they are on vacation.

Keywords

Citation

Preko, A., Mohammed, I., Gyepi-Garbrah, T.F. and Allaberganov, A. (2021), "Islamic tourism: travel motivations, satisfaction and word of mouth, Ghana", Journal of Islamic Marketing, Vol. 12 No. 1, pp. 124-144. https://doi.org/10.1108/JIMA-04-2019-0082

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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