The Indonesian youth tourist motivation intention to visit Phuket: a post Covid-19 study with the moderating role of health risk using SPSS PROCESS macro (Model 1)
Abstract
Purpose
There are two goals for this study. Firstly, this study aims to understand the impact of various youth tourist motivations, such as Muslim amenities, Islamic product travel, attraction, perceived value and service quality, on the intention to visit Phuket. Secondly, this study aims to determine whether or not young people's perceptions of health risks influence their motivations and decisions to travel to Phuket in the wake of the COVID-19 pandemic.
Design/methodology/approach
This study used a quantitative methodology, using nonprobability convenience sampling to collect responses from 249 Indonesian youths who intended to visit Phuket after the COVID-19 pandemic. Hayes' (2018) SPSS PROCESS macro (Model 1) was used to test the research model.
Findings
The findings showed that the intention to travel was significantly affected by factors such as Muslim amenities, Islamic product travel, attraction, perceived value and service quality. Furthermore, the perceived health risk moderated three dimensions of Islamic product travel, perceived value and service quality on intention to visit.
Research limitations/implications
This study is limited to a sample of Indonesian youth tourists and the impacts of motivation (Muslim amenities, Islamic product travel, attractiveness, perceived value and service quality) and the moderating influence of health risk on the desire to visit Phuket.
Originality/value
This study sheds insight into the influence of several young tourists' motives on the intention to visit Phuket and the moderating role of perceived health risks. The findings provide essential insights for marketing strategies and the development of the international destination. Specifically, the study suggests developing products with Islamic attributes, emphasising the attraction factor and improving perceived values. The study also provides a model that demonstrates how religious values can affect an individual's decision-making process.
Keywords
Acknowledgements
This study was funded by Phuket Rajabhat University under the Ministry of Higher Education, Science, Research, and Innovation in Thailand. The authors extend their sincere thanks to all stakeholders who contributed valuable information to this research. The author, Zulfiqar Ali Jumani, gratefully acknowledges “The Second Century Fund (C2F)” from Chulalongkorn University, Thailand, for providing postdoctoral funding.
Conflict of interest: The authors reported no potential conflict of interest.
Citation
Soonsan, N., Jumani, Z.A., Thongmun, S. and Sangthong, S. (2024), "The Indonesian youth tourist motivation intention to visit Phuket: a post Covid-19 study with the moderating role of health risk using SPSS PROCESS macro (Model 1)", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-11-2022-0305
Publisher
:Emerald Publishing Limited
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