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Article
Publication date: 2 September 2019

Noorshella Binti Che Nawi, Abdullah Al Mamun, Noorul Azwin Md Nasir, Azwan Abdullah and Wan Nurulasiah Wan Mustapha

This study aims to examine the factors affecting brand image and consumer satisfaction towards Islamic travel package in Malaysia.

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4099

Abstract

Purpose

This study aims to examine the factors affecting brand image and consumer satisfaction towards Islamic travel package in Malaysia.

Design/methodology/approach

This study used a cross-sectional design and quantitative method in examining the factors affecting the brand image and consumer satisfaction on Islamic travel package. This study has chosen Google form as a platform to collect the data.

Findings

The findings revealed that product quality, Islamic physical attribute and Islamic belief have a significant positive effect on brand image and consumer satisfaction. The findings confirmed that product quality, Islamic physical attribute and Islamic beliefs are the crucial tools for brand image that leads to the satisfaction of Muslim consumers on the Islamic travel package.

Originality/value

This paper addresses understudied aspects of brand image and consumer satisfaction towards Islamic travel package in Malaysia. It provided useful insights into the product quality, Islamic physical attribute and Islamic belief on brand image and consumer satisfaction towards Islamic travel packages. Tourism companies should improve and update their package based on the religious perspective to attract Muslim consumers.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 13 no. 2
Type: Research Article
ISSN: 2398-7812

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Article
Publication date: 12 August 2020

Cheng Boon Liat, S.R. Nikhashemi and Michael M. Dent

Having Middle Eastern tourism industry as the context, this study aims to examine the impact of the four main dimensions within service innovation (i.e. product, process…

Abstract

Purpose

Having Middle Eastern tourism industry as the context, this study aims to examine the impact of the four main dimensions within service innovation (i.e. product, process, organizational and marketing innovations) on tourist satisfaction; subsequently, towards the development of destination loyalty. Realized that religiosity prevails as an important social force that shapes individual behaviours, this study, hence, placed further assessment upon its moderating role, specifically in the relationships between tourist satisfaction and destination loyalty.

Design/methodology/approach

With adopting the approach of self-structured questionnaire, 214 usable responses had been collected for this study. Obtained data was then analyzed by conducting exploratory factor analysis, confirmatory factor analysis and multiple linear regression analysis through the usage of structural equation modelling.

Findings

Analysis of obtained data has revealed all the investigated dimensions within service innovation as active predictors to tourist satisfaction, with the exception of product innovation, while having marketing innovation being of highest significance. In turn, tourist satisfaction is found to greatly influence the formation of destination loyalty. Findings then provide notable indication on religiosity as a moderating factor to the proposed relationships within the investigated framework, between service innovation and tourist satisfaction, as well as tourist satisfaction and destination loyalty.

Originality/value

This study, thus, revealed the level of religiosity, particularly from the standpoint of Islamic perspectives, in playing a critical role towards predicting capability of service innovation on tourist satisfaction, and further, destination loyalty. Contributions hereby lie on theoretical and pragmatic insights concerning aspects of service and Islamic marketing within today’s tourism front.

Details

Journal of Islamic Marketing, vol. 12 no. 9
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 6 August 2021

Berto Mulia Wibawa, Chelsia Pranindyasari, Gita Widi Bhawika and Rachma Rizqina Mardhotillah

This research aims to identify halal attributes for Indonesian Muslim tourists that can create a destination image, revisit intention and recommendation intention…

Abstract

Purpose

This research aims to identify halal attributes for Indonesian Muslim tourists that can create a destination image, revisit intention and recommendation intention. Indonesia has the largest Muslim population in the world and their Muslim tourists who frequently visit non-Muslim countries. This is a great opportunity for non-Muslim countries to improve halal tourism services.

Design/methodology/approach

Data was collected through a panel of recruited online sampling on 268 Indonesian Muslim tourists who had visited non-Muslim countries. Structural equation modeling analysis is used to investigate the impact of halal tourism attributes on destination images and behavioral intentions.

Findings

This study found the five halal tourism attributes that had a positive and significant impact on affective destination image, overall destination image, revisit intention and recommendation intention.

Practical implications

Halal tourism attributes can be used as a basis for marketing strategies of tourism bureaus to create a destination image, increase intention to revisit and provide effective word-of-mouth recommendations based on Muslim tourists needs.

Originality/value

To the best of the authors’ knowledge, this is the first study to analyze the main needs for halal tourism of Indonesian Muslim tourists when traveling to non-Muslim countries. Our study contributes to the halal tourism literature, along with having implications for non-Muslim tourism bureaus and halal tourism teaching and practice.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 24 August 2021

Hilda Monoarfa, Juliana Juliana, Rahman Setiawan and Rizuwan Abu Karim

This study aims to investigate the influence of the Islamic retail mix of product, price, promotion and store atmosphere on consumers' purchase decisions.

Abstract

Purpose

This study aims to investigate the influence of the Islamic retail mix of product, price, promotion and store atmosphere on consumers' purchase decisions.

Design/methodology/approach

The research method is a survey with a purposive sampling technique, involving 100 respondents. The data was analyzed using the SEM PLS analysis tool.

Findings

Products and promotions are partially insignificant to purchasing decisions in Islamic retail. This is because consumers are convinced of all the products offered by the sharia retail mix, so they are less concerned with products and promotions. However, this study reinforces that price and store atmosphere has a significant impact on purchasing decisions in Islamic retail.

Research limitations/implications

This study focuses on product, price, promotion and store as its variable dependent, with two of the variables are less significant compared to the rest. In addition, the samples are relatively small, leading to concerns about its ability to generalize the results of the study. The instruments that are used are also relatively limited. Additionally, the relevant characteristics of respondents are not evenly distributed. Thus, further study investigating similar topics might need to increase the number of samples, expand the characteristics of the sample, and including such variables as process, location, brand equity and customer’s trust level.

Practical implications

To encourage consumers to make purchases on Islamic retail, companies should emphasize price and store atmosphere, which are the main considerations for consumers in making purchases at Islamic retail. Product and promotion are less prominent in Islamic retail because they are similar to those carried out by conventional retail.

Originality/value

This paper is significant in investigating the effect of sharia retail product mix, price, promotion and store atmosphere on consumer purchasing decisions at Sehati Muslim Mart Daarut Tauhid (SMM-DT), which is located in a famous boarding school in Indonesia. This study has succeeded in revealing the strengths and weaknesses of the variables that influence consumer purchasing decisions in Islamic retail.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 11 June 2018

Yuhanis Abdul Aziz, Siti Rahayu Hussin, Hossein Nezakati, Raja Nerina Raja Yusof and Haslinda Hashim

This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors…

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1321

Abstract

Purpose

This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that affect the motivation in decision making of Muslim tourists travelling to Malaysia.

Design/methodology/approach

The study surveys questionnaires for data collection. Convenience sampling technique was used on the selected sample. The study was conducted in Malaysia, where the target respondents included Muslim family tourists with ages ranging from 18 to 64 years.

Findings

The findings show that motivation differs significantly among different levels of the socio-demographic characteristics except for gender and income. The result also reported that a majority of tourists’ travel behaviour was significantly different unless when it comes to seeking accommodation. Results also revealed a tendency for long holiday stays among Muslim tourists in Malaysia.

Research limitations/implications

In this study, the examination of motivation on the Muslim family tourists has provided significant influence in managing the family tourist experience. On the other hand, most previous studies have shown that motivation is positively guided by general “push and pull” factors. However, this research demonstrates that components such family financial income and age of respondents has an effect on Muslim family tourists’ motivation, thus justifying the experience effect.

Practical implications

It is crucial for the service provider and destination management organizations to differentiate their products and services so that the packages and experience will be more meaningful.

Social implications

Destination packages should be appropriately designed and positioned in the target markets to meet the needs and wants of different Muslim family groups. Communication should emphasize not only the most distinctive characteristics but also the most suitable holiday packages that the family tourist can afford to pay. This would assist the family in the decision-making process and choice processes and facilitate the family’s expectation.

Originality/value

This research paper related to Islamic tourism marketing which can be used to formulate appropriate marketing strategies, build a viable market segment and design practical marketing strategies to attract potential Muslims travellers.

Details

Journal of Islamic Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 3 June 2014

Farooq Muhammad Haq

This paper aims to highlight the significance of partnership among stakeholders as a marketing strategy for Islamic spiritual tourism. Partnership as a marketing strategy…

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1617

Abstract

Purpose

This paper aims to highlight the significance of partnership among stakeholders as a marketing strategy for Islamic spiritual tourism. Partnership as a marketing strategy is studied by interviewing stakeholders on the supply side of Islamic tourism. Only recently, Islamic spiritual tourism has been identified, not recognised yet, as a growing segment of Islamic tourism that needs to be effectively marketed.

Design/methodology/approach

Convenient sampling was used in this exploratory research to select and interview tourism operators selling in-bound and out-bound Islamic spiritual tourism in Australia and Pakistan. Cross-case content analysis was used to identify critical themes related to marketing Islamic spiritual tourism.

Findings

Three issues emerged from the content analysis in this study: political, commercial and religious. The management of these three issues is found necessary to effectively build and implement horizontal partnerships among stakeholders on the supply side in Islamic spiritual tourism.

Research limitations/implications

The selected sample is not the representation of the population based in the two countries. Only few potential participants agreed to be interviewed due to the perceived threat of manipulation of their views. Findings of this research contribute to the theory of marketing Islamic tourism specifically, and tourism in general.

Practical implications

The three issues found in this study provide a guideline for crafting strategies to market Islamic spiritual tourism based on local and global partnerships.

Social implications

The three issues found in this study provide a platform for cultural understanding and coherence.

Originality/value

This original study advocates partnerships among tourism operators, government bodies, destination managers and religious organisations involved in Islamic spiritual tourism. The structure and implementation of partnerships should critically consider the political, commercial and religious issues.

Details

Journal of Islamic Marketing, vol. 5 no. 2
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 6 March 2017

Muhammad Khalilur Rahman, Suhaiza Zailani and Ghazali Musa

The World Islamic Tourism Mart in Malaysia has been attracting Muslim tourists from all over the world to choose Malaysia as their Islamic tourism destination. This paper…

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1849

Abstract

Purpose

The World Islamic Tourism Mart in Malaysia has been attracting Muslim tourists from all over the world to choose Malaysia as their Islamic tourism destination. This paper aims to implement the concept of the travel career ladder (TCL) with the main purpose of the antecedents of travel motivation toward Malaysia for Islamic tourism destination (MMITD).

Design/methodology/approach

The theoretical model was tested using the structural equation modeling technique with partial least squares. A self-administered questionnaire was designed, distributed and collected from 180 effective participants who had visited Malaysia.

Findings

The findings revealed that the Islamic compliance with self-esteem needs, the Islamic compliance with relationship needs and the Islamic compliance with physiological needs have significant effects on Malaysia My Islamic tourism destination.

Research limitations/implications

The scope of this research paper is limited to TCL including the Islamic compliance issues with self-fulfillment, self-esteem, relationship, safety and physiological needs. A small sample size was obtained with participants from the Muslim countries. A future study should be comprehensively conducted on larger and diverse sampling methods with participants from the Muslim and the non-Muslim major countries, as this paper particularly discusses the theoretical and managerial implications for the anticipated future studies.

Originality/value

The study yet attempts on the part of academicians in Malaysia, what travel motivational factors influence Islamic tourists to travel MMITD. Based on the previous literature and researcher’s experience, it is a new phenomenon and investigation on MMITD.

Details

Journal of Islamic Marketing, vol. 8 no. 1
Type: Research Article
ISSN: 1759-0833

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Book part
Publication date: 6 September 2019

Rahim Heydari Chianeh, Behnam Kian and Seyedeh Kadijeh Rezatab Azgoomi

Worldwide growth in both the Muslim middle class and younger generation has resulted in Islamic tourism becoming a significant global market segment, and a key growth…

Abstract

Worldwide growth in both the Muslim middle class and younger generation has resulted in Islamic tourism becoming a significant global market segment, and a key growth sector for the economies of Islamic countries. The 121 million Muslim tourists of 2016 were expected to be 156 million in 2020, whereas the total spendings of US $220 billion of Muslim tourists will reach in 2026, $300 billion. This chapter focuses on Iran as one of the important Muslim-friendly destinations. With Islamic principles already in place, Iran is aiming to become a world hub for Islamic or halal tourism, while meeting new challenges and pursuing creative alternatives.

Details

Experiencing Persian Heritage
Type: Book
ISBN: 978-1-78754-813-8

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Article
Publication date: 15 December 2020

Ahmed M. Adel, Xin Dai, Rana S. Roshdy and Chenfeng Yan

The present research extends the existing literature of halal tourism and Muslims’ travel decision-making by applying information-seeking models and the planned behavior…

Abstract

Purpose

The present research extends the existing literature of halal tourism and Muslims’ travel decision-making by applying information-seeking models and the planned behavior theory to identify the process of decision-making to travel to non-Islamic destinations. This study aims to identify the views of Muslim travelers who traveled before to non-Islamic destinations to evaluate their information search experience and how their travel decision is formed.

Design/methodology/approach

Semi-structured interviews are conducted with a sample of Muslim travelers who visited a non-Islamic destination during the past five years. Data saturation resulted in 17 interviewees from different Islamic destinations, namely, Egypt, Morocco, Sudan and Pakistan.

Findings

Muslim interviewees indicate the relative importance of reference groups compared to the government websites as a source of information. This study concludes some remarkable results regarding the importance of some halal marketing strategies such as halal searchability and availability, halal certification and appraisal, halal at airports and halal hotels. It presents an emergent framework that shows the factors affecting visiting a non-Islamic destination regarding halal issues for Muslim travelers.

Practical implications

It provides destinations’ official tourism managers with various strategies to brand their destinations as Muslim-friendly destinations.

Originality/value

Investigating the process of decision-making of traveling to non-Islamic destinations from Muslim travelers’ perspective is limited. Examining the role of information-seeking behavior in Muslim travelers’ decision-making is scarce.

Details

Journal of Islamic Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 4 June 2019

Hardius Usman, Nurdin Sobari and Lia Estika Sari

This study aims to identify the terminology that is in accordance with the reality of Muslim tourism market, especially from the perspective of Sharia motivation, between…

Abstract

Purpose

This study aims to identify the terminology that is in accordance with the reality of Muslim tourism market, especially from the perspective of Sharia motivation, between Halal tourism and Islamic tourism; provide information on the special needs of Muslim travelers based on the dominant motivational differences; and find the impact of Sharia motivation and the special needs of Muslim tourists to their satisfaction.

Design/methodology/approach

The target population in this study is Muslim traveler at least 18 years old who has been traveling throughout Indonesia. Paired sample t-Test, multivariate analysis of variance and the multiple linier regression are applied for data analysis.

Findings

This study finds that Sharia motivation is less dominant in encouraging Muslims to travel; Sharia motivation has no impact on the importance of Sharia transportation, generic transportation and generic activities; and the dominance of Sharia motivation does not affect Muslim tourist satisfaction. However, the dominance of Sharia motivation has an influence on the importance of Sharia accommodation and Sharia activities, where both variables have positive effect on satisfaction. In the end, this study concludes that it is better to use the concept of Halal tourism than Islamic tourism.

Originality/value

This paper investigates the term of Halal tourism and Islamic tourism that are still ambiguous; even some researchers consider that the definition of both is similar.

Details

Journal of Islamic Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

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