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Muslims’ travel motivations and travel preferences

Muslims’ travel motivations and travel preferences 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Muslims’ travel motivations and travel preferences

Journal of Islamic Marketing , Volume 11 (2): 24 – May 30, 2019

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1759-0833
DOI
10.1108/JIMA-11-2018-0215
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Islamic MarketingEmerald Publishing

Published: May 30, 2019

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