Muslim Tourist Perceived Value: A Study On Malaysia Halal Tourism
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Date
2015
Authors
Mohammad, Nurul Ulfah
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Abstract
Although Muslims make up one of the largest tourist markets in the world, knowledge related to the Islamic perspective on tourism is still less represented in the related literature. This study aims to assemble the theoretical foundations of Halal tourism thoughts in relation to modern tourism paradigms. It aims to investigate the tourism thoughts (Malaysian and foreigner) perception of values regarding travelling in tourism destination in Malaysia. Specifically, the effects of cognitive, affective and Islamic (Halal) values on Muslim tourist satisfaction were investigated. This studynalso examined the mediating effect of destination experience with Malaysia environmental i.e. infrastructure, culture and atmosphere on the relationship among Muslim tourist perceived valud (MTPV) and Muslim tourist satisfaction. It studies a sample of 170 Muslim tourists and employs a positive research approach with a quantitative basis of enquiry, a survey strategy throught questionnaires and partial Least Square Structural Equation Modelling (PLS-SEM) analysis. Six dimensions of MTPV i.e. quality, price, emotion, social, Halal physical attributes and nonphysical attributes were found to have positive and negative effects on Muslim tourist satisfaction. The findings on this study indicate that destination experience mediates with the effects of Muslim tourist perceived value on Muslim tourist satisfaction. The role of destination experience is to encourage Muslim tourist in deciding Malaysia as destination for vacation and travelling. The findings reinforce the importance of understanding Muslim tourist perceived value and the perception of tourist experience towards destination that might influence Muslim tourist satisfaction and behavior.
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Keywords
Muslim Tourist Perceived , Malaysia Halal Tourism