To read this content please select one of the options below:

Muslim tourist perceived value: a study on Malaysia Halal tourism

Salmi Mohd Isa (Graduate School of Business, Universiti Sains Malaysia, Gelugor, Malaysia)
Phaik Nie Chin (Graduate School of Business, Universiti Sains Malaysia, Gelugor, Malaysia)
Nurul Ulfah Mohammad (Graduate School of Business, Universiti Sains Malaysia, Gelugor, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 11 June 2018

3299

Abstract

Purpose

This study aims to align the theoretical foundations of Halal tourism to conventional tourism paradigms. It investigates Muslim tourists’ perception of value in the context of tourist destinations in Malaysia.

Design/methodology/approach

The partial least square structural equation modelling uses SMART–PLS for 170 Muslim tourists and uses a positive research approach with a quantitative basis of enquiry. Six variables of Muslim tourist perceived value, such as price, social, emotion and quality, and Halal physical and nonphysical attributes are examined. In addition, this study also examines the mediating effect of destination experience in Malaysia’s environment (i.e. infrastructure, atmosphere and culture) and the relationship between Muslim tourist perceived value and tourist satisfaction.

Findings

Overall, the results indicate that price and social variables had no impact on tourist satisfaction, whereas other variables such as quality, emotion and Halal physical and nonphysical attributes had a direct impact on tourist satisfaction especially with the mediating effect of destination experience.

Practical implications

The effects of cognitive, affective and Islamic (i.e. Halal) values on tourist satisfaction were examined as also the importance of destination experience on tourist satisfaction.

Originality/value

This study also found that destination experience influenced tourist satisfaction significantly.

Keywords

Citation

Isa, S.M., Chin, P.N. and Mohammad, N.U. (2018), "Muslim tourist perceived value: a study on Malaysia Halal tourism", Journal of Islamic Marketing, Vol. 9 No. 2, pp. 402-420. https://doi.org/10.1108/JIMA-11-2016-0083

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles