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Article
Publication date: 11 February 2021

Ali Mursid and Cedric Hsi-Jui Wu

This study aims to elucidate customer participation and value co-creation in enhancing customer loyalty in the context of Umrah travelers. First, it identifies the antecedents of…

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Abstract

Purpose

This study aims to elucidate customer participation and value co-creation in enhancing customer loyalty in the context of Umrah travelers. First, it identifies the antecedents of Umrah travelers’ participation including service brand image, service employee performance and willingness to customize. Second, this study explores the impact of Umrah travelers’ participation in Umrah travelers’ loyalty. Finally, it explores co-creation value (hedonic, refreshment and price) and Umrah travelers’ satisfaction emerging in the relationship between Umrah travelers’ participation and Umrah travelers’ loyalty.

Design/methodology/approach

The survey draws its respondents from Umrah participants in Central Java Province, Indonesia, using the purposive sampling method with 459 samples. Data analysis used confirmatory factor analysis and structural equation modeling.

Findings

The results reveal that service brand image, service employee performance and willingness to customize significantly affect Umrah travelers’ participation. Umrah travelers’ participation has an insignificant effect on Umrah travelers’ loyalty; conversely, Umrah travelers’ participation has a significant effect on co-creation value (hedonic value, refreshment and price). Only the price of the co-creation value has a significant effect on Umrah travelers’ loyalty, while hedonic value and refreshment value do not. Finally, Umrah travelers’ participation directly affects Umrah travelers’ satisfaction, and, in turn, Umrah travelers’ satisfaction impacts Umrah travelers’ loyalty.

Originality/value

This study attempts to elucidate the theory of customer participation and value co-creation in the Umrah travelers setting. It identifies the factor determiner of customer participation from the professional aspects of the company, namely, service brand image, service employee performance and willingness to customize. This study explored the importance of value co-creation and customer satisfaction in enhancing customer loyalty.

Article
Publication date: 20 February 2020

Cedric Hsi-Jui Wu and Ali Mursid

This paper aims to investigate how motivation aspects including expected organizational rewards (EOR) and enjoyment in helping others (EHO) drive umrah travelers’ participation…

Abstract

Purpose

This paper aims to investigate how motivation aspects including expected organizational rewards (EOR) and enjoyment in helping others (EHO) drive umrah travelers’ participation. Furthermore, it verifies the effect of umrah travelers’ participation on loyalty and assesses the perceived value and umrah travelers’ satisfaction emerging in this relationship.

Design/methodology/approach

The survey uses the purposive sampling method. Data analysis uses confirmatory factor analysis and structural equation modeling with a total sample of 438 umrah travelers.

Findings

The results show that EOR and EHO affect umrah travelers’ participation; umrah travelers’ participation has a direct effect on umrah travelers’ loyalty; and all the relationships between umrah travelers’ participation, perceived value, satisfaction and loyalty are significant.

Originality/value

This study contributes to the theory of religious tourism particularly in identifying the motivation aspects as the antecedents of umrah travelers’ participation beyond religiosity. Furthermore, this study provides the theory of umrah travelers’ participation and loyalty and proposes that perceived value and satisfaction emerge in this relationship.

目的

本研究框架调查了动机方面的内容, 包括预期的组织奖励(EOR)和帮助他人的愉悦感(EHO)是如何推动朝圣旅游者的参与的。 此外, 它验证了朝圣旅游者参与对忠诚度的影响, 并评估了这种关系中出现的感知价值, 以及朝圣旅行者的满意度。

设计/方法/途径

调查采用目的抽样方法。 共收集了438位朝圣旅游者的样本, 采用验证性因素分析和结构方程模型进行数据分析。

发现

结果表明, EOR和EHO影响朝圣旅游者的参与; 朝圣旅游者的参与会直接影响朝圣旅游者的忠诚度; 朝圣旅游者的参与、感知的价值、满意度和忠诚度之间的所有关系都很显著。

独创性/值

这项研究为宗教旅游学理论做出了贡献, 特别是在确定动机方面, 是超越宗教信仰来讨论朝圣旅行者参与度的先驱研究。 此外, 这项研究提供了朝圣旅游者的参与和忠诚度的理论, 并提出在这种关系中出现了感知的价值和满意度。

Propósito

Este trabajo investiga cómo los aspectos motivacionales, incluidas las recompensas organizacionales esperadas (EOR) y el placer de ayudar a otros (EHO), impulsan la participación de los viajeros “umrah”. Además, verifica el efecto de la participación de dichos viajeros sobre la lealtad y evalúa el valor percibido y satisfacción, que emerge en esta relación.

Diseño/metodología/enfoque

La encuesta utiliza el método de muestreo intencional. El análisis de los datos, emplea análisis factorial confirmatorio y modelos de ecuaciones estructurales (SEM), sobre una muestra total de 438 viajeros “umrah”.

Resultados

Los resultados arrojan que, EOR y EHO afectan a la participación de los viajeros “umrah”; Que la participación de dichos viajeros tiene un efecto directo en la lealtad de los mismos; y todas las relaciones entre la participación de los viajeros de “umrah”, el valor percibido, la satisfacción y la lealtad son significativas. 

Originalidad/valor

Este estudio contribuye al turismo religioso y sus teorías, particularmente en la identificación de los aspectos de motivación y los antecedentes de la participación de los viajeros “umrah”, más allá de la propia religiosidad. Además, este estudio proporciona a la literature, el análisis sobre la participación y lealtad de los viajeros “umrah”, y propone que el valor percibido y la satisfacción de los mismos, sean elementos a considerer en esta relación.

Article
Publication date: 30 March 2022

Ali Mursid

The rapid development of Muslim travelers traveling to halal destinations stimulated this study to elucidate revisit intention based on the fundamental aspects of Muslim behavior…

Abstract

Purpose

The rapid development of Muslim travelers traveling to halal destinations stimulated this study to elucidate revisit intention based on the fundamental aspects of Muslim behavior, namely, Islamic belief and practice. First, the purpose of this study is to shed light on how Islamic belief affects the Islamic practice of Muslim travelers. Second, it verifies the effects of Islamic practice on halal destination attributes and destination attractiveness. Third, this study also identifies halal destination attributes that affect destination attractiveness, functional value and emotional value. Fourth, it further explores the effects of destination attractiveness on both functional value and emotional value. Finally, this study examines how both functional value and emotional value affect revisit intention.

Design/methodology/approach

The respondents of this study are Muslim travelers who visited one of the four favorite halal destinations in Indonesia from 2019 to 2020. Using purposive sampling methods, this study successfully collected responses from 317 respondents, and then the data were analyzed using structural equation modeling.

Findings

The results of this study demonstrate, first, Islamic belief positively and significantly affects Islamic practice. Second, Islamic practice positively and significantly impacts halal destination attributes and destination attractiveness. Third, halal destination attributes positively and significantly affect destination attractiveness, as well as both functional value and emotional value. Fourth, destination attractiveness positively and significantly impacts both functional value and emotional value. Finally, this study that found only emotional value positively and significantly impacts revisit intention, while functional value does not successfully increase revisit intention.

Originality/value

This study contributes to the crucial aspects of Muslim travelers’ behavior based on the fundamental of Islamic teaching include Islamic belief and practice. Moreover, this framework also contributes to the explain Muslim travelers revisit intention to halal destination using the means-ends theory.

Details

Journal of Islamic Marketing, vol. 14 no. 5
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 16 March 2020

Bestoon Abdulmaged Othman, Amran Harun, Nuno Marques De Almeida and Zana Majed Sadq

With growing mobility in a globalized world and an estimate of more than 300 million people going on religious pilgrimages every year, various researchers have been focusing on…

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Abstract

Purpose

With growing mobility in a globalized world and an estimate of more than 300 million people going on religious pilgrimages every year, various researchers have been focusing on pilgrimage-driven travel services. In this context and within the Islamic religious tradition, the “Umrah” is used as a case study in this paper. In addition, this study also investigated the effects of Umrah SMM (promotion, place, people, product, price, process, physical evidence, marketing communication and after sale service) on customer satisfaction and loyalty toward Umrah travel agents in “Malaysia.”

Design/methodology/approach

Convenience sampling technique at four international airports in “Malaysia” was used to obtain data from Umrah travelers who had used Umrah services at least once. A total of 384 usable questionnaires were collected from this study and the data were analyzed using the partial least square.

Findings

The result indicated that the marketing mix has a significant positive effect on customer loyalty through customer satisfaction both directly and indirectly. This study will be of interest to the Umrah travel industry, for Malaysia and all the other countries, in understanding how marketing mix strategies are essential in maintaining a long-term relationship with customers.

Originality/value

The literature on Umrah travel services revealed that the traditional service marketing mix (SMM) of 7P’s is inadequate. The purpose of this paper is to address this gap and examine an innovative service marketing mix strategy for “Umrah Service” including marketing communication and after sales service. It investigates the effects of enhanced Umrah SMM on customer satisfaction and loyalty towards Umrah travel agents in “Malaysia”.

Details

Journal of Islamic Marketing, vol. 12 no. 2
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 11 January 2021

Yudha Dwi Nugraha and Yulia Arisnani Widyaningsih

This paper aims to investigate the relationship between expectations of umrah visit, the two dimensions of motivation for umrah visit and attitude toward umrah visit using the…

Abstract

Purpose

This paper aims to investigate the relationship between expectations of umrah visit, the two dimensions of motivation for umrah visit and attitude toward umrah visit using the expectation, motivation and attitude (EMA) model. The study aims to expand the domain of religious tourism and destination marketing by including the moderating role of gender and religiosity on the EMA model to investigate the pre-visit stage of Indonesian Muslim pilgrims.

Design/methodology/approach

An online survey for 299 potential Muslim pilgrims was conducted to test nine hypotheses. A multi-group moderation test with chi-square differences was conducted to test the moderation effect of gender and religiosity on the model. The construct of motivation begins with an open question.

Findings

The paper provides empirical insights on how the interrelationship between EMA. The results indicate that umrah visit expectations and umrah visit motivations have a significant positive relationship with the attitude toward umrah visit. Moreover, this study concludes that gender significantly moderates the relationship between umrah visit expectations and attitude toward umrah visit. Religiosity significantly moderates the relationship between umrah visit expectations and umrah visit motivations.

Research limitations/implications

The authors discovered three limitations. First, the construction of the research model only added two moderation variables in the EMA model. Second, many Muslim pilgrims have other situations that influence their decision to perform umrah. Third, although this study gathers Muslim pilgrims from all regions in Indonesia, fairly small sample size can influence the generalization of findings.

Practical implications

Managers should be focusing more on accommodating the religious needs of Muslim pilgrims. Although there was no gender difference in the relationship between expectations and motivations, managers still must be careful in creating and carrying out umrah programs and activities. To capture the market for male Muslims, priority should be given to promoting aspects of the culture and history of Islam when performing an umrah. Considering the important role of religiosity for market segmentation and to capture the market of Muslim pilgrims with low religiosity is by focusing more on the aspects of religious and spiritual motivation when performing umrah.

Social implications

By increasing umrah’s visit, umrah is now more in demand by the Muslim community because it is not only an alternate pilgrimage but also to improve the spiritual and religious individual and family. This is coupled with the increasing number of umrah travel agents and people’s lifestyles that make umrah a holiday choice with colleagues and family. With these advantages, prospective Indonesian Muslim pilgrims must be more selective and look for a broad range of information about umrah departures because many umrah travel agents do not yet have a permit and offer a cheap umrah departure. Also, prospective Muslim pilgrims must prepare themselves better by studying the terms and pillars of Umrah.

Originality/value

This paper contributes to the literature on tourism marketing and religious tourism research by comparing gender and religiosity on EMA model.

Details

Journal of Islamic Marketing, vol. 13 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 25 April 2022

Ghada Talat Alhothali, Felix Mavondo and Islam Elgammal

In recent days, there has been an increasing interest towards achieving sustainable tourism objectives globally and specifically in Saudi Arabia. The benefits can be maximized if…

Abstract

Purpose

In recent days, there has been an increasing interest towards achieving sustainable tourism objectives globally and specifically in Saudi Arabia. The benefits can be maximized if the government is successful in attracting current pilgrims and influence their future intention to revisit the country as tourists. Hence, the purpose of this paper is to measure pilgrims’ revisit intentions to understand more about the possibility of their potential contribution towards the Saudi tourism and hospitality industry in the evolving circumstances.

Design/methodology/approach

This paper uses configuration theory to identify the “ideal” type of the pilgrims and compares this to the rest to establish if they differ and if that difference matters. Data were collected from 278 visitors to the Holy Mosque in Makkah, Saudi Arabia, to perform Umrah.

Findings

The findings show that a large deviation from the “ideal pilgrim” is negatively related to revisiting intentions and dissemination of positive word of mouth (PWOM).

Research limitations/implications

The development of profiles gives a better understanding of organizations or people across several dimensions looked at holistically. Fundamental to the theory is that there are only a limited number of configurations that achieve optimal performance (however defined).

Originality/value

The analytical approach adopted in this paper leads to achieving verbal and statistical correspondence in tests of “gestalts”. The interest is in establishing whether this difference matters to intentions to revisit and providing PWOM.

Details

Journal of Islamic Marketing, vol. 14 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 8 April 2022

Tahani Hassan, Mauricio Carvache-Franco, Wilmer Carvache-Franco and Orly Carvache-Franco

Religious tourism is one of the oldest and fastest-growing segments. This study analyzes religious tourism through the pilgrimage of Muslims to the holy city of Mecca and has the…

Abstract

Purpose

Religious tourism is one of the oldest and fastest-growing segments. This study analyzes religious tourism through the pilgrimage of Muslims to the holy city of Mecca and has the following objectives: (1) establish the motivational dimensions of religious tourism; (2) identify the motivational dimensions that predict the satisfaction of religious tourism and (3) determine the motivational dimensions that predict return, recommend and say positive things about religious tourism applied to the pilgrimage to a sacred city.

Design/methodology/approach

The sample consisted of Muslim pilgrims who had visited Mecca. The sample was collected in Bahrain, a country located on the Persian Gulf, where most of its population is Muslim. A total of 380 valid questionnaires were obtained online. For the data analysis, factorial analysis and the multiple regression method enter were performed.

Findings

The results show that religious motivations are more important when visiting a sacred city than secular ones. Three motivational dimensions were found: religious, social and cultural and shopping. The three dimensions found have a significant relationship with satisfaction and loyalty. Likewise, it was found that the religious motivational dimension is the factor that most predicts satisfaction and loyalty in the behavior of religious visits to a sacred city.

Research limitations/implications

The main limitation of the present study was the temporality in which the sample was taken because the demand may vary at another time of the year and therefore vary its results.

Practical implications

The authors of the study recommend that holy cities increase the religious motivations of these travelers by periodically researching their needs and organizing services to suit their desired spiritual experience. Also, to improve the social and cultural part, travel agencies and tourist companies to Mecca should promote social and cultural motivation among travelers in an appropriate way by providing service packages that involve visits to cultural and social sites such as museums and cultural centers.

Social implications

This research will serve as a management guide for public institutions and private companies to develop more efficient planning in religious destinations and sacred cities.

Originality/value

This study is the first to analyze the construct of motivations in the pilgrimage to the city of Mecca, to then establish what the main motivations are that predict satisfaction and loyalty in a religious city. Thus, its results provide important information for tourist destination managers and tourism service providers.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2044-1266

Keywords

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 aims to…

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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

Keywords

Book part
Publication date: 24 November 2010

Deborah Joanne Johnson

The Kingdom of Saudi Arabia provides an interesting case study of a Middle Eastern country that has begun to exploit its potential as a destination. Tourism in the Kingdom…

Abstract

The Kingdom of Saudi Arabia provides an interesting case study of a Middle Eastern country that has begun to exploit its potential as a destination. Tourism in the Kingdom interacts with a variety of sectors and all elements of the Saudi society, and involves individuals as well as organizations. The country is currently facing numerous economic challenges, emphasizing tourism training and education to provide the necessary skills to meet these challenges and to ensure the successful application and maintenance of sustainable tourism practices. This chapter discusses the current state of tourism in Saudi Arabia and its planned development initiatives, with a focus on responsible tourism planning.

Details

Tourism in the Muslim World
Type: Book
ISBN: 978-1-84950-920-6

Keywords

Article
Publication date: 25 March 2021

Bhayu Rhama

This study aims to identify whether halal tourism, as advocated by Mastercard-Crescent Rating guidelines on halal tourism can be considered as supporting sustainable tourism.

Abstract

Purpose

This study aims to identify whether halal tourism, as advocated by Mastercard-Crescent Rating guidelines on halal tourism can be considered as supporting sustainable tourism.

Design/methodology/approach

Three Mastercard-CrescentRating 2019 Reports which are Global Muslim Travel Index, Indonesia Muslim Travel Index and Halal Travel Frontier were evaluated using a qualitative method supports by NVivo software to analyze text and images. Eight indicators (number of tourists, main motivations, main values, interaction with the community, interaction with the environment, most possible destinations, infrastructure and visitor monitorings) are used to classify halal tourism items into mass tourism (traditional, experiential and sensational) and non-mass (alternative) tourism. The qualitative analysis is supported by correlation analysis of GMTI scores with environmental performance index and the global sustainable competitiveness index scores.

Findings

The results showed that halal tourism has unique characters compared with mass and non-mass tourism types. However, halal tourism advocated by CrescentRating unlikely shows similarity with non-mass tourism. It tends to be traditional mass tourism, especially on the perspective of the type of activity, interactions with the environment and local communities, as well as the main values.

Originality/value

Previous research suggested the needs of halal tourism and its relations to sustainability. This research fills the gap by showing the halal tourism, in the perspective of Mastercard-CrescentRating is not prioritized toward sustainable tourism by qualitative and quantitative evidences. This study contributes to the knowledge of sustainability from Islamic perspectives and practices and provides a way to the theory of Islamic sustainable tourism. It also suggests improvements to halal tourism guidelines such as the transparency and guarantees that the profit will be used for social welfare, promotion of sustainability using Qur’anic verses and promotion on environmental and social empowerment activities.

Details

Journal of Islamic Marketing, vol. 13 no. 7
Type: Research Article
ISSN: 1759-0833

Keywords

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