PurposeMany studies have examined the influence of travel motivation on destination preferences; however, little is known about Muslim tourists’ leisure travel behaviour. This study aims to examine the influence of travel motivation on destination preferences using the moderating effect of religiosity from the perspective of Iranian and Malay Muslims.Design/methodology/approachData were collected from 422 Malay and Iranian Muslim students using a purposive sampling technique, and later analyzed using Amos.FindingsResults indicated that generic, Islamic and non-Islamic motivational factors influence social, religious and hedonic avoidance travel preferences. Muslims who are motivated by generic and non-Islamic motivations avoid travels to destinations with the presence of Islamic service and products, while those who are motivated by religious factors prefer destinations with Islamic attributes.Originality/valueThe results of this study highlight the importance of Islamic-related features in destinations for Muslim tourists.
Journal of Islamic Marketing – Emerald Publishing
Published: May 30, 2019
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