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Article
Publication date: 5 February 2020

Mahfuzur Rahman, Sedigheh Moghavvemi, Thinaranjeney Thirumoorthi and Muhammad Khalilur Rahman

Though halal-related services have been discussed in tourism services literature, exploratory study in this area is not enough, particularly in non-Muslim tourists…

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Abstract

Purpose

Though halal-related services have been discussed in tourism services literature, exploratory study in this area is not enough, particularly in non-Muslim tourists’ perspectives. This study aims to investigate the impact of non-Muslim tourists’ perceptions of halal products or services on their loyalty of intention for halal tourism destination.

Design/methodology/approach

Structured questionnaires are used for collecting data from non-Muslim tourists. SmartPLS is used in this study for data analysis.

Findings

The results find that banning non-halal services and implementing halal food product services are significantly related to trip experience and trip value. General halal services are positively related to trip value, whereas trip experience is not associated with it. In addition, trip experience and trip value have a significant impact on satisfaction. The results also find that tourists’ loyalty intention is attributed to satisfaction of non-Muslim tourists. `

Originality/value

The study reveals new insight into halal tourism in the perspective of non-Muslim tourists’ halal products or service toward their future travel to halal destination. The contribution of this study is important for tourism operators, managers and marketers of destination tourism with a direct/indirect leadership to improve the tourism destination for non-Muslim tourists’ perceptions.

目的:

尽管旅游服务文献中讨论了与清真相关的服务, 但在这一领域进行的探索性研究还不够, 尤其是从非穆斯林游客的角度。这项研究调查了非穆斯林游客对清真产品或服务的感知对其清真旅游目的地忠诚度的影响。

设计/方法/方法:

结构性问卷用于从非穆斯林游客中收集数据。本研究中使用SmartPLS软件进行数据分析。

结果:

结构分析的结果发现, 禁止非清真服务和清真食品服务与旅行体验和旅行价值显著相关。普通的清真服务与旅行价值成正相关, 而旅行体验却与此无关。另外, 旅行体验和旅行价值对满意度有重要影响。结果还发现, 游客的忠诚度归因于非穆斯林游客的满意度。

创意/价值:

该研究从非穆斯林游客的清真产品或服务出发, 为他们未来前往清真目的地提供了清真旅游的新见解。对于直接/间接领导以改善非穆斯林游客感知的旅游目的地的旅游经营者、目的地旅游管理者和营销者而言, 这项研究的贡献非常重要。

Objetivo

– Aunque existen estudios que tratan sobre los servicios relacionados con el halal en la literatura de servicios turísticos, el estudio exploratorio en esta área no es suficiente, particularmente desde las perspectivas de los turistas no musulmanes. Este estudio investiga el impacto de los productos o servicios halal sobre las percepciones de los turistas no musulmanes en su intención de lealtad hacia el destino de turismo halal.

Diseño/metodología/enfoque

– Los cuestionarios estructurales se utilizan para recopilar datos de turistas no musulmanes. SmartPLS se utiliza en este estudio para el análisis de datos.

Resultados

– Los resultados del análisis estructural encuentran que prohibir los servicios no halal y los servicios de productos alimenticios halal, están significativamente relacionados con la experiencia y el valor del viaje. Los servicios halal generales están positivamente relacionados con el valor del viaje, mientras que la experiencia del viaje no se asoció con él. Además, la experiencia y el valor del viaje tienen un impacto significativo en la satisfacción. Los resultados, también encontraron que la intención de lealtad de los turistas se atribuye a la satisfacción de los turistas no musulmanes.

Originalidad/valor

– El estudio revela una nueva visión hacía el turismo halal, desde la perspectiva del turista no musulmán hacía los productos o servicios halal, en su futuro viaje a un destino halal. La contribución de este estudio es importante para los operadores turísticos, gerentes y comercializadores del turismo de destino con liderazgo directo/indirecto para mejorar el destino turístico de las percepciones de los turistas no musulmanes.

Article
Publication date: 5 June 2017

Ghazali Musa, Shahrul Najmin, Thinaranjeney Thirumoorthi and Azni Zarina Taha

City has a continuous need to diversify its products and services to ensure longer tourists’ stays and a profitable tourism industry. Kuala Lumpur is one of the most…

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Abstract

Purpose

City has a continuous need to diversify its products and services to ensure longer tourists’ stays and a profitable tourism industry. Kuala Lumpur is one of the most popular cities in the world, and within its vicinity, Batu Caves are not only an important Hindu religious site, but also a popular tourist attraction. Guided by the four realms of experience dimensions (Pine and Gilmore, 1998), the purpose of this paper is to analyze 54 essays written by university students, to examine the experience of their visit to Batu Caves. The findings confirmed the application of all the four realm dimensions – entertainment, educational, esthetic and escapist – revealing both positive and negative aspects of the experience. Batu Caves may capitalize on the positive experiences as pointers to create an effective marketing communication, while negative experiences are opportunities to devise appropriate corrective measures, and perhaps further develop tourism products and services that would appeal to the visitors’ experience.

Design/methodology/approach

This study employed a qualitative research strategy to examine visitors’ experiences at Batu Caves using the four realms of experience theory as coined by Pine and Gilmore (1998). A total of 54 undergrads were asked to describe their visit to Batu Caves (Lucia-Palacios et al., 2016) providing a complete insight of their opinions, feelings and perceptions (Jüttner et al., 2013) using the essay writing method.

Findings

The authors discovered firm evidence of the theory’s application, revealing the expected four experiential dimensions in explaining experience at a cultural religious site, extending the description to include its positive and negative aspects, all of which are useful for destination management. The study points out a lot of aspects that must be managed by the site, such as the poor esthetic experience (e.g. smell, rubbish, graffiti, etc.), controlling the animal aggression (i.e. monkeys) and perhaps develop new products and services which could enhance some experiences (e.g. cultural escapism through cultural performances in which visitors could participate).

Research limitations/implications

The main weakness of the research is perhaps the qualitative research work in which data were collected from essays written by the university students. Data of this nature prevent us from being able to generalize the findings and reflect on the experience to the general public.

Practical implications

Tourist stays in Kuala Lumpur could be enhanced by providing meaningful, deep and memorable experiences. Tourist attractions such as Batu Caves should continuously examine the experience that they provide to the visitors. Batu Caves’ management could continuously measure its tourists’ experience provisions, as tourists’ needs evolve over time. From the results they could revamp their products and services offering to ensure the sustainability of Batu Caves’ natural and cultural appeal among visitors and tourists alike.

Originality/value

The outcome provides a better understanding of the current tourism product and services at the destination that have an impact on a visitor’s experience. The findings will assist the Batu Caves’ management to revise and develop the products and service offerings to the visitors.

Details

International Journal of Tourism Cities, vol. 3 no. 2
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 10 August 2015

Ghazali Musa, Izzah Mohammad, Thinaranjeney Thirumoorthi, Sedigheh Moghavvemi and Azilah Kasim

– The purpose of this paper is to explore the experiences of visitors using the strategic experiential modules (SEMs).

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Abstract

Purpose

The purpose of this paper is to explore the experiences of visitors using the strategic experiential modules (SEMs).

Design/methodology/approach

In this study, the authors analysed a total of 37 essays written by University of Malaya students who visited the attraction on 23 November 2013. The aim is to explore what constitutes the elements within the SEMs, pertaining to the students’ visit. The results are potentially useful for future Zoo Negara marketing communication initiatives, as well as for the management to remedy the shortfalls which have hindered Zoo Negara from operating as a self-sustaining attraction.

Findings

The results confirmed the applicability of all five dimensions of the modules, which include both positive and negative elements. Of the five dimensions, THINK and SENSE were the most frequently expressed.

Originality/value

Though this study offers no theoretical contribution, it does demonstrate the applicability of the Schmitt theory on SEMs and the usefulness of such an application from the managerial perspective.

Details

International Journal of Tourism Cities, vol. 1 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

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