The influence of religiosity upon Muslim tourists’ travel decision-making processes for an Islamic leisure destination

Abstract

Existing literature suggests that personal and social factors influence destination image formation. In this regard, although it is generally accepted that cultural factors can influence image perception, the influence of religion on image formation is understood less. This study investigates whether religion influences Muslim tourist decision-making process to an Islamic leisure destination. A conceptual model was developed with prior knowledge, cosmopolitanism and involvement as antecedent factors of image. Satisfaction and loyalty formed behavioural outcomes. Islamic religiosity assessed the moderating effect of religion on tourist decision making. Through the lens of pragmatism and a mixed methods approach, data were collected from 961 survey questionnaires and 36 short interviews from Muslim tourists visiting the Maldives. Quantitative results were analysed using Partial least square structural equation modelling. Quantitative results support positive relationships between the proposed antecedent factors and behavioural outcome factors of destination image. Quantitative findings show Islamic religiosity moderates the relationships between pre-, during- and after-visitation stages. However, results show support for two dimensions only: religious value and religious community attachment with no support for religious belief and religious practice dimensions. Quantitative results support conceptualisation of prior knowledge as a formative construct. In addition, results support destination image and loyalty as higher order constructs. To that end, quantitative findings provide theoretically advanced contributions in testing their relationship with destination image and other variables. Qualitative findings contribute to the limited understanding of Islamic destination image in literature. This thesis advocates Islamic tourism researchers should not limit their focus to Islamic attributes only. This study identified both Islamic and non-Islamic attributes are important for Muslim tourists visiting a leisure Islamic destination. This research suggests the attachment of Muslim tourists to their religious values and sense of belonging to religious community, can influence what they demand and how they behave in an Islamic leisure destination. Future research can compare Muslim tourist behaviour in similar destination such as Malaysia and Indonesia. Furthermore, non-Muslims in the setting of Islamic tourism will be an interesting inquiry