Muslims’ travel motivations and travel preferences: The impact of motivational factors on Islamic service, hedonic and product preferences

Abstract

Purpose

Many studies have examined the influence of travel motivation on destination preferences; however, little is known about Muslim tourists’ leisure travel behaviour. This study aims to examine the influence of travel motivation on destination preferences using the moderating effect of religiosity from the perspective of Iranian and Malay Muslims.

Design/methodology/approach

Data were collected from 422 Malay and Iranian Muslim students using a purposive sampling technique, and later analyzed using Amos.

Findings

Results indicated that generic, Islamic and non-Islamic motivational factors influence social, religious and hedonic avoidance travel preferences. Muslims who are motivated by generic and non-Islamic motivations avoid travels to destinations with the presence of Islamic service and products, while those who are motivated by religious factors prefer destinations with Islamic attributes.

Originality/value

The results of this study highlight the importance of Islamic-related features in destinations for Muslim tourists.

Citation

Hassani, A. and Moghavvemi, S. (2020), "Muslims’ travel motivations and travel preferences: The impact of motivational factors on Islamic service, hedonic and product preferences", Journal of Islamic Marketing, Vol. 11 No. 2, pp. 344-367. https://doi.org/10.1108/JIMA-11-2018-0215