World Islamic tourism is growing rapidly year by year. In Malaysia, the demand of Islamic tourism products has also gained significant popularity based on the increasing number of Muslim tourists to the country in recent years. Unfortunately, this demand has rarely been supported by
market studies especially from the perspective of the Muslim travellers in Malaysia. The paper is written (i) to identify the relationship between the determinants of Islamic attributes of destination (IAD) and Muslim travellers’ satisfaction (TS) and (ii) to examine the moderating role
of religious commitment (RC). A total of 225 responses were collected and the data was analyzed via multiple regression analysis. The finding of the study shows that IAD has a significant effect on TS. The finding also revealed that RC moderates the relationship between IAD and TS. It is hoped
that the study provides clearer understanding about Halal hospitality and travellers’ religious needs from their standpoint in order to develop marketing strategies to attract Muslim travellers and to ensure the expansion of the industry particularly in the context of Malaysia tourism
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Islamic Attributes of Destination;
Document Type: Research Article
School of Maritime Business and Management, Universiti Malaysia Terengganu 21030 Kuala Terengganu Malaysia, Malaysia
International Business School, Universiti Teknologi Malaysia, Malaysia
Publication date: April 1, 2017
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