FACTORS INFLUENCING THE INTENTION OF INBOUND MUSLIM TRAVELLERS TO REVISIT MALAYSIA

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I

I I I I I I I I I I I I I I I I I

FACTORS INFLUENCING THE INTENTION OF INBOUND MUSLIM TRAVELLERS TO REVISIT MALAYSIA

INTAN SHAFINA SUID

DOCTOR OF PHILOSOPHY UNTVERSITJ UT ARA MALAYSIA

2019

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FACTORS INFLUENCING THE INTENTION OF INBOUND MUSLIM TRAVELLERS TO REVISIT MALAYSIA

INT AN SHAFINA SUID (95967)

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telah mengemukakan tesis I disertasi yang bertajuk:

(has presented his/her thesis I dissedation of the follo.,;ng tftle):

FACTORS INFLUENCING

THE

INTENTION OF INBOUND MUSLIM TRAVELLERS TO REVISIT MALAYSIA

Kami, yang bertandatangan, memperakukan bahawa (We, the undersigned, certify that}

•

.•

INTAN SHAFINA BT SUID (95.967)

Ph.D

I

Kolej Undang-Undang, Keraiaan dan Pengajian Antarabangsa

(College of Law. Government and /ntemational Studies)

Universiti Utara Malaysia

calon untuk ljazah

(candidate for the degree

oQ

PERAKUAN KERJA TESIS

I

DISERTASI

(Certification of thesis I dissertation)

I I I I I I I I I I

seperti yang

tercatat

di muka surat tajuk dan kulit tesis

I

disertasi.

(as ff appears

on

the tA/e page and front cover of the thesis I dissertaffon}.

Bahawa tesis/disertasi tersebut boleh d�erirna dari segi bentuk serta kandungan dan meliputi bidang ilmu dengan memuaskan, sebagaimana yang ditunjukkan oleh calon dalam ujian lisan yang diadakan pada

19

MAC

2018

That the said thesis/dissertation is acceptable in fonn and content and displays a satisfactory knowledge of the field of study as demonstrated by the candidate through an oral examination held on: March 19, 2018

Pengerusi Viva (Chaillnan for Viva)

Pemen"ksa Luar (External Examiner)

Pemeriksa Dalarn

�ntemal Examiner)

Tarikh:

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Mac

2018

Date

PROF. EMERITUS DATO' DR. ABDUL Tandatangan (

4.J---

KADIR LEBAI DIN (Signature)

'ig{

PROF. MADYA DR NOR'AIN OTHMAN Tandalangan ---� ��nature)

PROF. DR. KALSOM KAYAT Tandatangan --- {Signature)

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I I I I I I I I I I . . I I I . I I I I

Ph.D

DR. NOR ASHIKIN MOHD NOR

DR. HAMIMI OMAR

u.. u Y

Ta ndatangan ( Slgnmrxe J

•

: INTAN SHAFINA BT SUIO (95907)

FACTORS INFLUENCING THE INTENTION OF INBOUIIO

MUSLIM TRAVELLERS TO REVISIT MALAYSIA

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I I I I I I I I I I I I I I I I I I

PERMISSION TO USE

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Request for the grant permission to copy or to make other use of the material in this thesis, in whole or in part, should be addressed to:

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Malaysia

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ABSTRACT

Research on Islamic tourism has often been described as a new research direction, particularly in the area of Muslim travellers revisit intention to certain tourism destination. This study aims to investigate the factors influencing inbound Muslim travellers' revisit intention to Malaysia. Five variables have been tested as the factors influencing revisit intention which consist of attitude towards Islamic attributes of destination, attitude towards destination attributes, subjective norms, perceived behavioral control and tourist satisfaction. The mediating effect of tourist satisfaction between the variables and inbound Muslim travellers' revisit intentions have also been tested. Although past researchers have investigated the influence of these variables on revisit intentions, only a few researchers discovered the effect of tourist satisfaction as a mediator between the variables and revisit intention in the context of inbound Muslim travellers. The model of this study was developed based on the Theory of Planned Behavior and Islamic attributes of destination as well as destination attributes. The study employed multistage sampling and the data was analysed using Statistical Package for Social Sciences. The results indicate that attitude towards destination attributes (attraction), attitude towards Islamic attributes of destination (worship facilities), subjective norms, perceived behavioral C(fltrol and tourist satisfaction are the factors of inbound Muslim travellers' revisit intentions to Malaysia. Further, it is seen that tourist satisfaction mediates between the factors and revisit intention.

Consequently, the current findings have further strengthened the theory on Theory of Planned Behavior, Islamic attributes of destination, destination attributes and related literature. This study also put forth recommendations for tourism practitioners regarding the best approaches in encouraging inbound Muslim travellers' revisit intentions to Malaysia by using the factors of revisit intention. It would be interesting to incorporate into future research other variables which may contribute to strengthening the theory besides providing the management the know-how for better

informed decisions.

Keywords: Islamic Tourism, Revisit Intention, Islamic Attributes of Destination, Destination Attributes and Tourist Satisfaction

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I I I I I I I I I I I I I I I I I I I

AB ST RAK

Penyelidikan dalam konteks pelancongan Islam dianggap masih baharu terutamanya dari segi kajian terhadap kunjungan semula pelancong Muslim ke sesebuah destinasi pelancongan. Justeru, kajian ini telah dijalankan untuk mengenal pasti faktor-fa.ktor yang mendorong untuk kembali melancong ke Malaysia. Terdapat lima pembolehubah yang telah diuji sebagai faktor yang membawa kepada niat untuk kembali melancong ke destinasi. Pembolehubah tersebut adalah sikap terhadap ciri-ciri Islam di sesebuah destinasi, sikap terhadap ciri-ciri sesebuah destinasi, norma subjelctif, kawalan terhadap tingkah laku dan kepuasan pelancong. Selain itu, kesan kepuasan pelancong sebagai perantara di antara penyumbang dan niat untuk kembali melancong oleh pelancong Muslim turut diuji. Walaupun terdapat penyelidikan sebelum ini yang telah mengenal pasti faktor-faktor mengenai niat untuk kembali melancong, hanya segelintir penyelidik yang mengkaji kesan kepuasan pelancong sebagai perantara di antara pembolehubah dan niat untuk kembali melancong terutamanya dalam konteks pelancong Muslim. Sehubungan itu, model kajian ini telah dibangunkan berdasarkan Theory of Planned Behavior bersama dengan model ciri-ciri Islam sesebuah destinasi dan model clri-ciri destinasi. Kajian ini menggunakan pensampelan pelbagai peringkat dan dianalisis menggunakan Statistical Package for Social Sciences. Dapatan kajian menunjukkan bahawa sikap terhadap ciri-ciri destinasi (daya tarikan), sikap terhadap ciri-ciri Islam sesebuah destinasi (kemudahan-kemudahan untuk beribadat), norma subjektif, kawalan terhadap tingkah laku, dan kepuasan pelancong mempunyai pengaruh yang signifikan dan berhubungan positif terhadap niat untuk kembali melancong. Selain itu, kepuasan pelancong bertindak sebagai perantara yang mempengaruhi hubungan antara pembolehubah dan niat pelancong Islam untuk kembali melancong ke Malaysia. Penemuan kajian ini memperkukuhkan lagi Theory of Planned Behavior berserta model ciri-ciri Islam sesebuah destinasi, model ciri-ciri destinasi dan menyumbang kepada literatur yang berkaitan. Berdasarkan dapatan kajian ini, beberapa cadangan boleh dikemukakan kepada pengamal pelancongan bagi menarik lebih ramai pelancong Muslim ke Malaysia dengan berpandukan faktor-faktor yang menyumbang kepada niat untuk kembali melancong. Di samping itu, pembolehubah Iain yang boleh menyumbang kepada teori yang digunakan juga dicadang agar dapat dimasukkan dalam penyelidikan akan datang supaya pengetahuan yang diperolehi daripada kajian ini dapat dikembangkan lagi pada masa hadapan.

Kata kunci: Pelancongan Tslam, Niat Kembali Semula untuk Melancong, Ciri-ctri Islam Sesebuah Destinasi, Ciri-ciri Destinasi dan Kepuasan Pelancong

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ACKNOWLEDGEMENT

First and foremost praises is to Allah, the Almighty, the greatest of all, on whom ultimately we depend for sustenance and guidance. T would like to express my gratitude to Almighty Allah for giving me the opportunity, determination, and strength to do my research. His continuous grace and mercy was with me throughout my life and ever more during my PhD journey.

Now, I would like to pray to Allah to bestow peace upon my late mother and father who taught me many things about being a good person. My greatest appreciation goes to my family, especially my husband, ?ainuddin Wasili for his encouragement which helped me in completing this thesis, to my beloved kids, Irdina Sufi, ZarifZulkamain, Ilya Syifa, Inshirah Shafiyah and Muhammad Zafri Ziiyad, ibu love u all so much.

T also would like to offer my deepest appreciation to my colleagues Dr. Ahmad Edwin Mohamed, Dr. Suhaini Md. Daud, Mrs. Salbiah Hashim, Dr. Sobhi Ishak, Dr. Rasdan Rashid, Dr. Suzilah, Dr. Dzulkamain Musa, Mr. Noor Fiteri Abdullah, Mr. Mohd Hairul Abdul Karim, Mr. Saifuddin Omar, Mrs. Rita Nurshahrizad Md. Radzi, Mrs.

Norlili Juwita Arshad for their continuous support my research, their patience, motivation, enthusiasm, and immense knowledge. Their guidance helped me at all times of this research and writing my thesis. I could not have imagined having a better advisor and mentor without them.

Not to forget, my sincerest thanks goes to Mrs. Siti Eli llyana Salim, Public Relation Officer, Kuala Lumpur International Airport and Mr. Jefry Ramli, Airport Manager, Langkawi International Airport for their permission and support throughout my data collection process at both airports.

Finally, special thanks and appreciation goes to my both supervisors, Dr. Nor Ashikin Mohd Nor and Dr. Hamimi Omar and people who have helped me in one way or the other in the completion of this research.

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1.1 Chapter Overview 1 1.2 Background I 1.2.1 The Significance of Muslim Travellers Market 4 1.2.2 Tourism Development in Malaysia 12 1.2.3 The Importance ofRevisit 15 1.2.4 Underpinning Theory 18 1.3 Statement of the Problem 22 1.4 Objective of the Research 27 1.5 Research Questions 28 1.6 Research Hypotheses 29 1.7 Significance of Study 30 1.8 Scope of the Study 33 1.9 Operational Definition 34 I . I O Summary 36 CHAPTER TWO: LITERATURE REVIEW ...•... 38

2.1 Introduction 38

2.2 Overview of Tourism and Islamic Perspective 38

2.3 Muslim Travellers and Islamic Values 42

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2.3.1 The Importance oflslamic Values in Tourism Practices and the formation of

Islamic Attributes of Destination : 46

2.3.2 Muslim Travel Behavior 55

2.3.3 Malaysia Inbound Muslim Travellers (!MD . . . .. . • . . . .59

2.4 The Importance of Revisit 67

2.4.l Repeat Travellers 69

2.4.2 Revisit Intention 68

2.5 Underpinning Theory 74

2.5.1 Theory of Planned Behavior (TPB) 78

2.5. l. l Attitude 78

2.5. l .2 Subjective Norm 85

2.5.J .3 Perceived Behavioural Control (PBC) 86 2.5.2 Application of the Theory of Planned Behaviour (TPB) in Tourism Studies

··· 88 2.5.3 The Application of the Theory of Planned Behaviour (TPB) in Destination

Revisit Intention Studies 93

2.5.4 Research Gap in the Application of TPB in Revisit Intention Studies 96

2.6 The lntergrative Model 101

2.6.1 The Related Model of Islamic Attributes at a Destination 101 2.6.2 The Destination Attributes related Model l 04

2.6.3 Tourist Satisfaction 108

2.6.3.1 Tourist Satisfaction in Revisit Intention Studies 1 1 0 2.6.3.2 Tourist Satisfaction as a Mediator 1 1 5

2.7 Variables Relating to This Study 120

2.7.1 Attitude towards Revisit Malaysia 121

2.7 .1 .1 Relationship between Attitude towards Islamic Attributes at a

Destination (AIA) and Revisit Intention 123

2. 7 .1.2 Relationship between Attitude towards Destination Attributes (ADA)

and Revisit Intention 129

2.7.2 Relationship between Subjective Norm (SN) and Revisit Intention 133

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2. 7 .5.1 Relationship between Attitude towards Islamic Attributes (AlA) and

Satisfaction 143

2.7.5.2 Relationship between Attitudes towards Destination Attributes

(ADA) and Satisfaction 145

2.7.6 Relationship between Subjective Nonn (SN) and Satisfaction 146 2.7.7 Relationship between Perceived Behavioral Control (PBC) and Satisfaction

··· 146 2. 7 .8 The Mediating Effects of Satisfaction between AIA, ADA, Subjective

Norm, PBC, and Revisit Intention 147

2.8 Summary 148

CHAPTER THREE: RESEARCH METHODOLOGY 152

3. l Introduction 152

3.2 Conceptual Framework , 152

3.3 Research Design 155

3.4 Research Instruments 157

3.4.1 Questionnaire Design 158

3.4.2 Questionnaire Scale 159

3.4.3 lnsrrument of the Variables 160

3.4.3.1 Section A (Demographic and Travel Characteristics) 160 3.4.3.2 Section B (Independent Variable: Attitude towards Islamic

Attributes) 161

3.4.3.3 Section C (Independent Variable: Attitude towards Destination

Attributes) 162

3.4.3.4 Section D (Independent Variable: Subjective Norm) 163 3.4.3.5 Section E (Independent Variable: Perceived Behavioral Control) 164 3.4.3 .6 Section F (Mediator: Tourist Satisfaction) 165 3.4.3.7 Section G (Dependent Variable: Revisit Intention) 165

3.5 Validity and Reliability 166

3.6PilotTest 172

3.6. l Factor Analysis 174

3.6.1. l Attitude towards Islamic Attributes of Destination 178 3.6.1.2 Attitude towards Destination Attributes 181

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3.6.1.3 Subjective Norms 184

3.6.1.4 Perceived Behavioral Control 185

3.6. l .5 Tourist Satisfaction 186

3.6.l.6 Revisit Intention 197

3.6.2 Reliablity Test 188

3.7 Sample Design 189

3.7.1 The Target Population 189

3.7.2 Sample and Unit of Analysis 190

3.7.3 Sample Size 190

3.7.4 Sampling Procedure and Techniques ] 192

3.8 Data Collection and Administration 197

3.9 Data Analysis and Techniques 199

3.9.1 Descriptive Analysis 200

3.9.2 Correlation Analysis 200

3.9.3 Regression and Multiple Regression Analysis 200

3.9.4 Statistical Treatment for Mediating Variable 201

3.10 Summary 204

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4.1 Introduction . . 2�

CHAPTER FOUR: DATA ANALYSIS AND FINDINGS 207

4.2 Profile of Respondents 207

4.2. l Data Screening 208

4.2.2 Demographic Background 208

4.2.3 Travel Characteristic 2 1 1

4.3 Data Cleaning Procedures 217

4.3.1 Accuracy of Data Input. 217

4.3.2 Missing Data 218

4.3.3 Non-Response Bias Test. 218

4.3.4 Outliers Identification 219

4.4 Tests on Multivariate Assumptions 220

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4.4.2 Linearity Test 222

4.4.3 Homoscedasticity 223

4.4.4 Multicollinearity 224

4.5 Descriptive Analysis 225

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4.6 Correlation Analysis 229

4.6. l Relationship between Variables and Revisit Intention 229 4.6.2 Relationship between Variables and Tourist Satisfaction 229

4.7 Hypotheses Testing 231

4. 7.1 The Influence of Variables on Revisit Intention 231 4.7 .2 The Influence of Variables on Satisfaction 235 4.7.3 Mediating Role of Satisfaction on the Relationship between Variables and

Revisit Intention 239

4.8 Summary of Hypotheses Results 251

CHAPTER FIVE: DISCUSSION, CONCLUSION AND

RECOMMENDATION ...•... 252

5.1 Introduction 252

5.2 Recapitulation of the Study Findings 252

5.3 Discussion of Findings 256

5.3. l The Factors of Revisit Intention 256

5.3.1. l Attitude towards Islamic Attributes at a Destination and Revisit

Intention 257

5.3.1.2 Attitude towards Destination Attributes and Revisit Intention 259 5.3.1.3 Subjective Norms and Revisit Intention 260 5.3.1.4 Perceived Behavioural Control (PBC) and Revisit Intention 261

5.3. l .5 Satisfaction and Revisit Intention 262

5.3.2 The Factors of Tourist satisfaction 263

5.3.2.1 Attitude towards Islamic Attributes at a Destination and Tourist

satisfaction 264

5.3.2.2 Attitude towards Destination Attributes and Satisfaction 265

5.3.2.3 Subjective Nonns and Satisfaction 266

5.3.2.4 Perceived Behavioural Control (PBC) and Satisfaction 267

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5.3.3 The Mediating Effect of Tourist Satisfaction between the Factors of Revisit

Intention 268

5.3.3.l The Mediating Effect of Tourist Satisfaction between the Attitude towards Islamic Attributes ofa Destination and Revisit Intention 268 5.3.3.2 The Mediating Effect of Tourist Satiffaction on the Attitude towards Destination Attributes and Revisit Intention 269 5.3.3.3 The Mediating Effect of Tourist Satisfaction on Subjective Nonns

5.3.3.4 The Mediating Effect of Tourist Satisfaction on Perceived

Behavioural Control (PBC) and Revisit Intention 271

5.4 Research Contribution 272

5.4.1 Theoretical Implication

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5.4.2 Methodological Contribution 276

5.4.3 Practical Contribution 277

5.5 Limitations and Suggestions for Future Research 279

5.6 Conclusion 281

REFERENCES ...•...•... 283 APPENDICES . ..•. . . • . . . ... .. . . ..•. . . .. . . .•• • . .. . . 310

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Table 3. IO Items under 'Attitude towards Destination Attributes· after Content Table 3. 9 Items under 'Attitude towards Islamic Attributes of a Destination' after

LIST OF TABLES

Perceived Behavioral Control as the Factors Influencing Revisit Intention 73 92

95 1 1 2 1 1 7 126 150 159 160 161 163 164 164 165 166

167 Tourist Satisfaction in Revisit Intention �tudies

Tourist Satisfaction as a Mediator in Tourism Studies Islamic Attributes at a Destination in Related Studies

Content Validity (The Question Number is in Brackets) Studies

Table 2. 10 The Summaries of Research Objective and Hypotheses Table 3. l Seven Numerical Scales in the Questionnaire

Table 3. 2 The Summary of Instrument Variables Table 3. 3 Item of AIA scale

Table 3. 4 Item of ADA scale Table 3. 5 Items of SN scale Table 3. 6 Item of PBC scale Table 3. 7 Items of TS scale Table 3. 8 Item of RI scale

Table 2. 6 The Application of Theory of Planned Behaviour m Revisit Intention Table 2. 5 Summary of TPB Applications in Tourism Research

Table 2. 7 Table 2. 8 Table 2. 9

Table I. I Estimated Muslim Tourist Arrival to Malaysia 14

Table 2. I The Related Muslim travellers Studies 56

Table 2. 2 Estimated Muslim Travellers' Arrivals to Malaysia 60 Table 2. 3 Related Explanation On the ClassificatilofTravellers 64 Table 2. 4 The Related Studies of Satisfaction, itude, Subjective Norms and

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Table 3. 1 1 Items under 'Perceived Behavioural Control' after Content Validity (The

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Validity (The Question Number is in Brackets) 168

Table 3. 12 Revisit Intention Hems after Content Validity (The Question Number is in

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Question Number is in Brackets) 169

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Brackets)

Table 3. 13 Sample Size Recommendation for a Statistical Power of80%

171 173

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Table 3. 14 Factor Loading of Attitude toward Islamic Attributes of Destination (AlA)

Scale 179

Table 3. 15 The Items for New AJA Dimension after Factor Loading 180 Table 3. 16 Factor Loading of Attitude towards Destination Attributes 182 Table 3. 17 The Items for New ADA Dimension after Factor Loading 183

Table 3. 18 Factor Loading of Subjective Norms 185

Table 3. 19 Factor Loading of Perceived Behavioral Control 186 Table 3. 20 Factor Loading of Tourist Satisfaction 187

Table 3. 21 Factor Loading of Revisit Intention 188

Table 3. 22 Reliability Coefficients for Variables 189 Table 3. 23 The Calculation Result of Sample Size for This Study 192 Table3. 24 The Summaries of Research Objective, Proposed Hypotheses and Statistical

Analysis Technique 204

Table 4. I Demographic of the Respondents 209

Table 4. 2 Demographic of Respondents by Region 210

Table 4. 3 Travel Characteristic 212

Table 4. 4 Travel Characteristic by Region 215

Table 4. 5 Independent Sample T-test for Non-response Bias Test 219 Table 4. 6 Skewness and Kurtosis for the Variables 221

Table 4. 7 Test of Multicollinearity 225

Table 4. 8 Descriptive Analysis of the Variables 226

Table 4. 9 Relationship between Variables and Revisit Intention 228 Table 4. 10 Relationship between Variables anfRevisit Intention 230 Table 4. 11 Effect of Variables on Revisit Intention 231 Table 4. 12 Summary of the Results for Hypotheses Testing 235

Table 4. 13 Effect of Variables on Satisfaction 235

Table 4. 14 Summary of the Results for Hyphoteses Testing 239 Table 4. 15 The Effect of Mediating Variable on the Relationship between Variables

Table 4. 16 Summary of Regression Equation Result for the Mediating Role of Tourist Satisfaction between Attitude Towards Worship Facilities and Revisit

Intention 243

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Table 4. 20 Summary of the Results for Mediating Effect Table 5. I Summary of the Results of Hypotheses Testing

250 251 253 249 Table 4. 19 Summary of Regression Equation Result for the Mediating Role of Tourist Satisfaction between Perceived Behavioral Control and Revisit Intention Table 4. l 7 Summary of Regression Equation Result for the Mediating Role of Tourist

Satisfaction between Attitude Towards Attraction and Revisit Intention 246

Table 4. 18 Summary of Regression Equation Result for the Mediating Role of Tourist Satisfaction between Subjective norms and Revisit Intention

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Figure 2. 1 : Figure 2. 2:

Figure 2. 3:

Figure 2. 4:

Figure 2. 5:

Figure 2. 6:

Figure 3. 1:

Figure 3. 2:

Figure 3. 3:

Figure 3. 4:

Figure 3. 5:

Figure 3. 6:

Figure 3. 7:

Figure 4. I : Figure 4. 2:

Figure 4. 3:

Figure 4. 4:

Figure 4. 5:

Figure 4. 6:

Figure 4.7.

Figure 4. 8:

Figure 4. 9:

Figure 4. 10:

LIST OF FIGURES

World Muslims Population, 1990-2030 42

The Estimation on Global Tourism Expenditure (US$ Million) for the

Year2012-2020 43

The Classification of Travellers in the Tourism industry 63

The Theory of Planned Behaviour. 77

The Structure Model of lAD 104

Conceptual framework of the present study 150

Conceptual framework of the present study 155 The Process of Questionnaire Design for this Study 158 The 5 Step Exploratory Factor Analysis Protocols. 175 The Sample Size Formula if Population (N) is Unknown 191 The Proportion of Sample Size for Main Study 194 The Sampling Procedures and Techniques for Main Study 197 Mediation model by Barron and Kenny (1986) 202 Histogram of Regression Standardised Residual 222

Residuals Scatter Plot 223

Scatterplots ofStudentized Residuals against the Predicted Values 224 Mediation Paths Developed by Barron and Kenny (1986) 240 Mediating Effect of Satisfaction between the attitude towards Worship

Facilities and Revisit Intention 242

Mediating Effect of Satisfaction between the attitude towards Gender

Segregation and Revisit Intention 243

Mediating Effect of Satisfaction between the attitude towards Islamic

Morality on Revisit Intention 244

Mediating Effect of Satisfaction between the Attitude towards Islamic

Morality on Revisit Intention 245

Mediating Effect of Satisfaction between the Attitude towards

Attraction and Revisit Intention 246

Mediating Effect of Satisfaction between the Attitude towards Food &

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Figure 4. 1 1 :

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_Figure_{4. 12:}

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Figure 4. 13:

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Jntention

on Revisit Intention

249

250 Mediating Effect of Satisfaction between Perceived Behavioral Control Mediating Effect of Satisfaction betweer the Altitude towards Facilities

& � � � � � - �

ill

Mediating Effect of Satisfaction between Subjective Norms and Revisit

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APPENDIX

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^APPENDIX

APPENDIX

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LIST OF APPENDICES

I: Survey Questionnaire 310

2: Estimated Muslim Tourist Arrivals to Malaysia 318

3: Respondents' Country of Origin 319

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ADA A!A

DEL GCC

!MT ITC JAK!M

MOT AC

NAT OIC

OTS PBC

RI SCH

SN TPB

TS

WTO

LIST OF ABBREVIATONS

Attitude toward destination attributes

Attitude toward Islamic attributes of destination Destination loyalty

Gulf Cooperation Council Inbound Muslim travellers Islamic Tourism Center

Jabatan Kemajuan Islam Malaysia Ministry of Tourism and Culture Norm Activation Theory

Organisation of the Islamic Conference Overall tourist satisfaction

Perceived behavioral control Revisit intention

Sharia Compliant Hotel Subjective Norms

Theory of Planned Behavior Tourist satisfaction

World Tourism Organisation

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CHAPTER ONE INTRODUCTION

1.1 Chapter Overview

This chapter discusses the overview of global tourism and the factors that have led to the emergence of Islamic tourism in Malaysia. It begins with issues related to Muslim travellers' movement and its significance to the global tourism industry. Discussion highlighting the importance of tourist's revisit intention to a particular country follows next. This discussion explains briefly in general the practitioners' and theoretical issues involved in revisit intention studies with the focus on Malaysian context. The chapter next proceeds with the statements of problem, research objectives, research questions, significance of study, scope of the study and operational definitions. The last part of this chapter presents this chapter's summary and introduces the chapters that follow next. The words 'traveller' and 'tourist' are used interchangeably in this study from the early chapter until the last chapter to desribe a person who is involved in travelling activities.

1.2 Background

Tourism is widely accepted as one of the major sources of economic growth in most countries in the world. They acknowledge the economic advantages brought by tourism and steps have been taken to increase the number of visitors (Foggia &

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accommodation, transportation and entrance fees (Ashley, Brine, Lehr, & Wilde, 2007; Goeldner & Ritchie, 2006; Hummida, Abdul, & Edman, 2013). Several services and activities are offered to individuals or groups travelling away from home. Travel experience comes in the form of transportation, accommodation, food and beverage, shops, entertainments, activities, facilities and other hospitality services (Goeldner &

Ritchie, 2006). Besides, the domestic and international visitors' spending significantly contribute to the economy of a country (Foggia & Pizzurno, 2012; Otto & Ritchie,

1996).

Recently, more and more destination countries are switching to activities of agriculture, mining and manufacturing and gearing them forward to become tourism attraction as a new economic generator benefiting from the multiplier effect provided by tourism industry (Cernat & Gourdon, 2012; Safakli & Kutlay, 2016; Zaei & Zaei, 2013). This expansion has resulted in increasing competitive tourism destinations.

Although tourism is recognised as an important economic contributor to a nation, it is however faced with immense challenges. Issues such as the Iraq crisis, terrorism, disease outbreak such as SARS and economic crisis have caused difficulties to the international tourism growth. Meanwhile, the September 1 1, 2001 tragedy also known as 9/11 tragedy has impacted greatly the movement of tourists globally, particularly the Muslim travellers.

The international pattern of tourist flow changed immediately after the 9/11 tragedy.

This tragedy which consists of a series of four coordinated terrorist attacks was claimed by the United States of America (USA) and other Western countries to have been launched by the Islamic terrorist group in Washington D.C. and New York City

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on Tuesday, September 1 1 , 2001. The attacks killed almost 3,000 people and caused at least USDl O billion in properties and infrastructure damage (Kunst, Sam, &

Ulleberg, 2013). After the tragedy, most Muslim travellers faced restrictions to travel to the USA and European countries (Norlida Hanim, Redzuan, Abu Hassan Shaari, &

Mohd Safar, 2010; Stephenson, Russell, & Edgar, 2010). As Stephenson (2014) claimed, the attack resulted in sentiments of'Islamophcbia which denotes anti-Muslim sentiment, irrational fear of Muslims and hatred of Islam.

This phenomenon caused a drastic drop of tourists arrival from the Middle East (Norlida Hanim et al., 20 I 0) and hugely impacted the Muslims' choice of travelling to both USA and European countries (Kovjanic, 20 l 4)r This new development on the movement of Muslim travellers in the result of restrictions placed on them to enter USA and European countries (Rahman, 2014). As a result, many Muslim countries have become increasingly popular destinations for Muslim travellers who search for new and safer destinations (Duman, 2011; Nor Shahrul Nizam & Norzaidi, 2012).

Consequently, Dinar Standard and CrescentRating (Muslim market research and advisory firms) have started to rank the top Muslim travellers' destination since 2010.

Based on their review, the Global Muslim Travel Index (GMTI) has reported that the first top five Muslim travellers' destinations in 2015 were Muslim countries: Malaysia, Turkey, United Arab Emirates (UAE), Saudi Arabia and Qatar. In the meantime, non

Muslim countries of Singapore and Thailand are also in the top 20 destinations among Muslim travellers (Mastercard & CrescentRating, 2015).

Recently, several non-Muslim countries like Taiwan, China, South Korea and Japan

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friendly tourism environment (Kim & King, 2014). T�us, it indicates that even though Muslim countries have become popular among Muslim travellers, non-Muslim countries also are looking forward to cater to the interests of this segment which shows that it is a valuable market.

J.2.1 The Significance of Muslim Travellers Market

The world's Muslim population is approximately 1.8 billion (Pew Research Center, 2017). They mostly reside in 57 member countries of the Organisation of the Islamic Conference (OIC) (Zamani-Farahani & Henderson, 2010). This makes Islam as one of the leading religions globally (Chen, Chen, & Okumus, 2013; Essoo & Dibb, 2004).

Muslims believe that Islam is universal (Samori & Rahman, 2013) and a uniform religion for all mankind (Linh & Bouchon, 2013). Tslam also encourages Muslims to travel and clearly today, Muslims have become one of the main contributors to the global tourism growth. The market for Muslim travellers now is becoming the fast emerging economy (Wilson et al., 2013). Mastercard and CrescentRating (2015) also reported that Muslim travellers' expenditure growth rate is expected to be on average at 4.79% per year for 2012 until 2020. This expenditure growth rate is higher than the expected average global growth rate of3.8% during the same period. The comparison between the Muslim travellers' and the global expenditure growth rate shows a very high potential of Muslim travellers segment's contribution to the global tourism industry. Given the high market potential of Muslim travellers in global tourism business, having specific information of their and travel behavior could benefit tourism players tailoring suitable tourism product for this segment.

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I I I I I I I

I I I I I I I I I I

Meanwhile, the total Muslim travellers' expenditure is estimated to be USD192 billion representing 13.36% of world tourism expenditure by 2020 (Mastercard &

CrescentRating, 2015). This great potential segment is targeted by marketeers as they are associated with high purchasing power (Battour et al., 2012; Bhuiyan et al., 2 0 1 1 ; Samori & Rahman, 2013). Most of the Gulf Cooperation Council (GCC) countries like Saudi Arabia, United Arab Emirates (UAE), Bahrain, Oman, Qatar, Kuwait and Iraq are known as high earning gas and oil exporters (high income). Tourists from these countries are looking for luxury tourism as they fre rich and young with high expectations in terms of quality and services off�red (Gayatri & Chew, 2013;

Kovjanic, 2014). Furthermore, with high spending power, there is a tendency that they will stay longer and travel in large family groups (Shumin, Abdullah, & Alam, 2009).

As this segment have potential in-term of spending power, this valuable market needs to be captured to increase particular tourism destination revenue.

Tourist from Muslim countries make visits for the purpose of achievement, excitement, family togetherness, knowledge/education, and escape (Battour et al., 2012). However, at the same time, Muslim travellers are also looking for certain doctrinal matters parallel with Islamic teachings (Henderson, 2010). For an example, tourists from the Middle East have been looking for Islamic tourism (Eid, 2013). It is a religious obligation for all Muslims to consume products that are permitted by Allah and falls under the jurisdiction of Sharia (Alserhan, 20 IO; Borzooei & Asgari, 2013;

Hanzaee & Ramezani, 20 1 1; Wilson et al., 2013). The religious obligation makes this market segment as a niche market as Muslim practices should comply with Sharia

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accordance with the instructions of Almighty Allah and Prophet Mohammad (may peace be upon him) (Sahida, Rahman, Awang, & Che Man, 2 0 1 1 ; Samori & Rahman, 2013; Stephenson, 2014; Zamani-Farahani & Henderson, 2010). The sensitivity of the application of these principles is necessary (Duman, 201 l; Kovjanic, 2014) because religious deeds are not acceptable if they are not conducted properly (Eid, 2013). Thus, to better understand the importance of Islamic values to a Muslim as a traveller, a structured study is needed.

Islamic values represent the availability of Islamic norms and practices (Battour et al., 2013) and contribute to the formation of Islamic attributes of destination (Eid, 2013) which are relevant to tourism practices and business (Gayatri & Chew, 2013). Previous studies have revealed that certain Islamic attributes (related with worship to Allah, halal food, gender segregation and the prohibition of alcohol, gambling, sexual permissiveness, inappropriate and revealing dress) appear to play a significant role in shaping Muslims travellers' consumption experiences in hospitality (Gayatri, Hume,

& Mort, 2 0 1 1; Marzuki, Hall, & Ballantine, 2012; Stephenson, 2014; Stephenson et

al., 2010) and tourism destination choice (Battour, Battor, & Bhatti, 2013; Duman, 2011; Henderson, 2011 ).

Whereas the consumption experiences does not refer to the product that consumer purchase but it denotes to the experience acquired from a process of purchase (Chou, 2013). Meaning that, Islamic attributes of destination could influence the process of Muslim travellers decision making to purchase hospitality products and services as well as destination choice. Consequently, the availability of these Islamic attributes of destination are vital to be considered in the process of developing and designing

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tourism products and services to gain Muslim tourists satisfaction and subsequently ensuring their retention.

Meanwhile, there are new trends and developments of business practices. Previous researchers looked on the investment and business

r+

based on the Islamic principles of Sharia or 'Islamic law' (Eid, 2013; Essoo & Dibb, 2004; Fang, Tepanon,

& Uysal, 2008; Stephenson et al., 2010; Weidenfeld & Ron, 2008; Zamani-Farahani

& Henderson, 2010; Zamani-Farahani & Musa, 2012). For example, in relation to

consumer behavior, some studies have established that religion has a significant influence on a consumer's behavior (Essoo & Dibb, 2�04; Lord & Putrevu, 2005). On the other hand, Weidenfold and Ron (2008) also fo�nd that religion influences the destination choice, tourist products and facilities offered. Islamic teachings also facilitate the authorities and policy makers in determining the content. direction and implementation of tourism policy on Islamic tourism (Arasteh & Eilami, 2011). The discussion shows that Islamic values has significant influence on Muslim travellers behavior and tourism marketeers need to be aware as it may affect their destination choice.

The above discussion clearly indicates that although Muslim travellers are still looking for pleasure, at the same time the Islamic attributes of destination also play important role in their decision making for travel destination choice. As such, the obligation of Islamic values in travel activities portrayed by their requirement for Islamic attributes at destination in selecting travel destination makes this segment as a niche market.

However, Muslims are not a single market because of certain differences among them

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(Arasteh & Eilami, 2011; Battour et al., 2012; Gayatri & Chew, 2013; Henderson, 2003).

The differences can be seen in their understanding oflslam and the degree of their will to practise it (Ismaeel & Blaim, 2006; Tawfik & Aminul, 2011). For example, wearing the head cover (Hijab) as a dress code for Muslim women is observed by some and not by others (Jafari & Scott, 2013). Furthermore, the degree of religiosity is considered as an important factor behind these differences that has impact on the tourism product required by Muslims or their preferences (Battour et al., 2012). At the same time, tourism operators cannot differentiate between those who observe the Sharia strictly and those who do not (Battour et al., 2013). As such, destination marketeers should pay more attention to this important market and have better understanding on their travel behavior. Therefore, there is a need to investigate Muslim travellers' preferences in order to provide such information to design suitable tourism products for Muslim travellers.

Meanwhile, the degree of religiosity can be revealed through their attitude toward Islamic attributes at particular tourism destination (Shakona, 2013). These Islamic attributes are related with Sharia and it contributes to the formation of Sharia

compliant tourism products (Eid, 2013). Sharia-compliant tourism products might be a good option for Muslim travellers (Abdullah & Ahmad, 20 IO; Jafari & Scott, 2013).

At the same time, non-committed Muslims are free to choose between being catered to in the Islamic way or not, which means that Muslim travel preferences are varied and will influence their selection of tourism destination (Battour et al., 2013). A few studies in Malaysia have indicated that beside availability of destination attributes that

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I I I I I I I I I I I

I I I I I I

have impacted Muslim travellers' choice, the Islamic attributes at destination also contribute to their satisfaction and preferences in selecting Malaysia as destination choice (Battour et al., 20 l I; Battour et al., 2012, Battour et al., 2013; Rahman, 2014).

Although Muslim travellers are looking at Islamic attributes of destination and destination attributes as their destination preferences, the impact of both elements on Muslim travellers satisfaction and revisit is still pending investigation (Battour et al., 2 0 1 1 ; Battour et al., 2012, Battour et al., 2013; Rahman, 2014). On the other hand, tourist preference could be measured through their attitude toward analyzed related destination attributes that describe the destination choice (Dumitras et al., 2017;

Jurowski, Muzaffer, Daniel, & Prancis, 2009; Kambogo & Bizimana, 2016). Thus, this study will investigate the influence of the attitude toward Islamic attributes of destination and attitude toward destination attributes so as to give a clear view on IMTs' satisfaction and revisit in Malaysia.

Nevertheless, the fundamental of Islamic interpretation of tourism appears to be a challenge for Muslim countries as their tourism development is more western inclined (Linh & Bouchon, 2013). On the other hand, the emergence of Islamic tourism concept requires the application of Islamic principles in redefining travel activities (Abdul Kadir. l 989). The concept oflslamic tourism is toward holistic tourism. The tourism concept involve all types of tourism activities that seek pleasure such as shopping, sport, eco, agro-cultural and other types of tourism but with one condition that all the activities involved are not against the Islamic values or principles (Sharia-compliant) (Abdul Kadir, 1989; Hassan, 2004; Jafari & Scott, 2 0 1 3 ; Laderlah, Rahman,

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of host countries like Malaysia as it causes difficulties in tourism decision making among tourism players (Battour et al., 2013; Bhuiyan et al., 2 0 1 1; Linh & Bouchon, 2013; Rahman, 2014). Tourism planners and marketeers will face doubts and uncertainties in designing suitable marketing strategies specifically for this segment (Battour et al., 2013; Bhuiyan et al., 2 01 1 ; Linh & Bouchon, 2013; Rahman, 2014).

This situation will surely result in many questions being asked on Muslim travellers' preference as it !eds to satisfaction and their retention requirements.

Previous studies have indicated that social influence flays important roles in Muslim travellers destination choice (Kim, Im, & King, io14; Linh & Bouchon, 2013;

Rahman, 2014). Generally, social influence comes from preference group member such as spouse, family members, friends, co-workers who may influence individual in travelling decision. The influence of reference group members in peoples' decision to travel is normally referred to normative belief as so called subjective norms (Chang, 2013; Chen & Tung, 2014; Ziadat, 2014). Although, previous studies discussed the important role of reference group in Muslim travel behavior (Khalek, Hayaati, &

Ismail, 2015; Linh & Bouchon, 2013; Mukhtar & Butt, 2012), the connection between these group and Muslim revisit behavior to particular travel destination is still unknown. Thus, there is a need to investigate the role of subjective norm in Muslim travellers revisit behavior.

Further, previous literature has also stated that Muslim travellers have capability in terms of time and money as welt as opportunities to travel (Battour, Battor, & Jsmail, 2012; Bhuiyan, Siwar, Ismail, & Islam, 2 0 1 1 ; Gayatri & Chew, 2013; Kovjanic, 2014;

Samori & Rahman, 2013; Shum in, Abdullah, & Alam, 2009). However, the

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connection of these capabilities as the required resources or factors that could impede or facilitate Muslim travel behavior is still not yet discussed empirically. Muslim travellers' control beliefs about required factors (time and money and opportunities to travel) that could influence them to revisit particular destination need furlher investigation (Battour et al., 2012; Shakona et al., 2011). The control beliefs is known as perceived behavioral control which indicates a person to access factors (time, money and opportunities to travel) in making decision to visit particular destination (Chen & Tung, 2014; Han & Kim, 2010; Shen, 2014; Ziadat, 2014). Therefore, Muslim travellers' attitudes, social influences and control beliefs are important to determine travelling decision.

Previous studies have also indicated that tourist attitudes, subjective norms and perceived behavioral control are important in travel decision and will determine the fonnation of the factors of their travel satisfaction and revisit behavior (Huang, 2009;

Kim, 2010; Um, Chon, & Ro, 2006), However, studies on the factors of inbound Muslim travellers satisfaction and revisit in Malaysia is still limited and further research is required (Battour et al., 2013; Bhuiyan et al., 2011; Linh & Bouchon, 2013;

Rahman, 2014). Given the importance of Muslim travellers segment to Malaysian tourism industry, it is crucial to investigate the factors of Muslim travellers satisfaction and revisit to Malaysia in the future to ensure this market retention. The study will provide the answer if tourism in Malaysia (destination attributes) or the practical needs of Islamic principles (Islamic attributes of destination) have implication on the inbound Muslim travellers (IMT) segment. Besides, future findings should also reveal

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1.2.2 Tourism Development in Malaysia

Malaysia is a country with diverse ethnic groups, religions and lifestyles, yet the people live together in harmony and peace. Islam is the official religion of Malaysia but citizents of other religions also enjoy the same freedom of practice and expression.

Mosques, churches and temples can be seen in the same area across the country.

Meanwhile, the Malaysian government under the Ministry of Tourism and Culture (MOT AC) has taken efforts to ensure Malaysia achieves the status of developed country by 2020. Currently, this sector remains as one of the main contributors to the economic growth. The positive economic progress is expected to continually generate revenues from international and domestic tourism. The industry recorded 26. 7 million tourist arrivals in 2016 and registered RM13 billion in tourism receipts (Ministry of Tourism and Culture, 2017).

At the international level, a stable growth in the tourists arrivals will ensure continual growth within the industry. Thus, efforts should be concerted by focusing on increasing the number of tourist arrivals. Through the J 1th Malaysia Plan (2016-2020), a Tourism Transformation Plan (TfP) has been set up with the target of receiving 36 million tourists arrival and bringing with it RM 168 billion in revenue by 2020.

Accordingly, RJ\11.8 billion has been allocated for the upgrading of tourist destinations and infrastructure. The estimated expenditure also is for establishing tourism projects, as well as marketing promotions for specified major source markets. The 12 entry project points (EPP) is one of the primary strategies to accomplish the mission. The project is being set up and clustered under five themes: Affordable luxury, nature adventure, family, events, entertainment and business tourism (Ministry of Tourism and Culture, 2017)

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Recently, Tourism Malaysia (a division in MOTAC) is focusing on the Muslim travellers segment as it has become one of the main contributors to the national and global tourism growth (Ministry of Tourism and Culture, 2017). The focus is tailored according lo the fast emerging economy shown by Muslim travellers market segment (Bhuiyan et al., 2011 ). In the meantime, the Islamic Tourism Centre (ITC) established in February 2009 is an early initiative taken by the Malaysian government to ensure a right strategy is in place in catering this segment. The main objective of ITC is to enhance the development and expansion of Islamic tourism market (Lina & Hairul, 2012). On the other hand, the main function of this center is to assist MOTAC in undertaking strategic tourism research through collaboration with local and international tourism research institutes and institutes of higher learning. Besides, ITC also serves as an advisory body and reference for the stakeholders and industry players by providing related information as well as training and services in relation to Islamic tourism (Islamic Tourism Center, 2017). As such, entrusted upon ITC is the responsibility to ensure the success of Islamic tourism product in Malaysia.

Accordingly, the number of Muslim travellers arrival in 2016 was about 5.5 million and it contributed approximately 20% of the total tourist arrival (Islamic Tourism Centre, 2017). ITC has classified IMT into six categories as Southeast Asia, East Asia, South Asia, West Asia, Europe and others. The classification is inline with determination of the typology and common traits related to the factors of [MT satisfaction and revisit behavior based on these groups. Malaysia also has been ranked as the top Muslim friendly destination in the world in 2017 (Mastercard &

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I I I I I

Iran. Meanwhile, the other Muslim countries such as Indonesia, Brunei, Bangladesh and Pakistan contributed to the top five tourist arrival to Malaysia (Ministry of Tourism and Culture, 2017). Given the importance of this segment to the Malaysian tourism industry, it is important to retain their destination choice. Table 1.1 indicates the estimation of Muslim tourist arrival to Malaysia.

I I I I I

I

Table I. I

Estimated Muslim Tourist Arrival to Malaysia

Year Tourist Arrival to Estimated Muslim Tourist Malaysia Arrival to Malaysia

2012 24,593,724 5,019,613

2013 25,247,085 5, 120,903

2014 26,906,956 5,529,968

2015 25,248,078 5,152,947

2016 28,154,824 5,527,142

Source: Islamic Tourism Centre, Malaysia (2017)

Percentage of Estimated Muslim Tourist Arrival

to Malaysia

20AI 2028 20,55 20AI 19,63

The above table indicates that Muslim travellers market has contributed to more than 20% of tourist arrival to Malaysia.The figure on Muslim tourists arrival in Malaysia

I I I I I I I

shows the uncertain trend with drops in 2013, 2015 in 2016. Although the estimated number of Muslim tourist arrivals has increased in 2016 but the percentage dropped to 19.63%. This uncertain trend indicates that although Malaysia has been the leading tourism destination for Muslim travellers since 2011 (Mastercard & CrescentRating, 2012), that position cannot be assured in the future. Fierce competition now exists among regional destinations in Southeast Asia for attracting Muslim travellers. For example, Indonesia has become substitute destination to Malaysia among Middle East travellers (Norlida Hanim et al., 20 I 0). Besides, the challenges also come from non- Muslim countries like Japan, Taiwan and China as they are moving towards establishing Muslim tourism friendly environment. For instance, Japan is developing its halal industry as preparation in anticipation of Muslim tourists during the upcoming

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Olympic Games in 2020 (Kim et al., 2014). Given the importance of IMT segment to Malaysia tourism industry and the challenge to retain Malaysia as their destination choice, it is crucial to understand the factors of their revisit behavior.

1.2.3 The Important of Revisit

Existing literature have proven that many tourist destinations rely on repeat visitors because they represent a cost-effective and retaining valuable market segment (Choo et al., 2016; Jang & Feng, 2007; Kozak, 200 I; Li, Cai, Lehto, & Huang, 201 O; Stylos, Vassiliadis, Bellou, & Andronikidis, 2016). Further, repeat visitors signify a stable source of tourism revenue, they also act as information channels linking the networks of friends, relatives and other potential travellers to a destination (Huang, 2006).

Retaining the tourists will benefit tourism business in term of less promotional cost and marketing expenditure could be saved in attracting repeat visitors compared with the first time visitors (Guat, 201 O; Mahadzirah, Ahmad Rusdi, & Safiek, 2012). Where, the 2% increase in tourist retention will relatively cut down IO% of the related marketing cost and definitely affect the profit earning/return on investment (ROT) (Ahmad Puad, Badarneh & Jusoh, 2011 ). As such, the increasing number of revisit tourist will significantly increase revenue to the Malaysian tourism industry.

Since repeat visitors are significant for increasing tourism industry revenue internationally (Huang, 2006; Oppermann, 1999; Yuksel, 2015), they also contribute to benefit the Malaysian tourism industry as well (Ali, Ryu, & Hussain, 2016).

However, there are limited empirical studies on revisit tourists even though tourism is an important sector for Malaysian economic growth (Ahmad Puad et al., 2011; Ahmad

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potential growth of Malaysia tourism industry (Ahmad Puad, Seyedeh, Aziz.an, &

Jamil, 2011). Given the impacts either direct or indirect to the related sectors, Malaysian tourism players are forced to develop effective strategies to retain Muslim Travellers segment (Irwandi & Noriah, 2014). Literature indicates that the actual tourist revisit behavior can be revealed from their ravel intention (Choo, Ahn, &

Petrick, 2016; Mohammad, 2014; Yuksel, 2015). It is crucial to focus on examining '

existing tourists' revisit intention so as to understand their revisit behavior. Thus, the research on IMTs' revisit intention is hoped will provide a better understanding on the factors that led this segment to revisit Malaysia in future.

Many previous researches have indicated the importance of repeat visitors for most tourist destinations and have acknowledged several factors that influence this tourist behavior. The major factor of revisit intention is satisfaction (Alegre & Cladera, 2013;

Arasl & Baradarani, 2014; Mohammad, 2014). Other related factors are attitude (Chang, 2013; Chen & Tung, 2014; Han and Kim, 2010; Lee, 2009; Shen, 2014;

Sparks & Pan, 2009; Ziadat, 2014), subjective norms (Chang, 2013; Chen & Tung, 2014; Han and Kim, 2010; Lee, 2009; Shen, 2014; Sparks & Pan, 2009; Ziadat, 2014) and perceived behavioral control (Chang, 2013; Chen & Tung, 2014; Han and Kim, 2010; Lee, 2009; Shen, 2014; Sparks& Pan, 2009; Ziadat, 2014). Besides, destination attributes (such as food and beverage, accommodation and transportation) also influence tourist to revisit certain tourism destination (Chen & Gursoy, 2012; Rahman, 2014; Um, Chon & Ro, 2006),

However, the existing literature has been focusing on general tourists and has largely omitted the Muslim travellers segment. Although there is significant contribution from this segment to global tourism growth, only a few studies concerning Muslim travellers

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segment were carried out (Battour et al., 2011; Eid, 2013; Rahman, 2014; Shakona, 2013). Generally. destination marketeers recognize Muslim travellers as a niche market as they are different from non-Muslim tourist as regard to travel behavior (Jafari & Scott, 2013; Mohsin et al., 2016; Ryan, 2016; Stephenson, 2014). Their travel behavior is significantly influenced by the religious obligation as Muslim travel activities should comply with Sharia or directed by certain Islamic values (Ilattour, Ismail, & Batter, 2 0 1 1; Shakona, 2013; Stephenson, 2014).

The Islamic values in travel practices can be interpreted in such ways, specifically through the related attributes at destination which is significant with Muslim travel behavior (Battour et al., 2013). However, the connection between Islamic attributes at destination and Muslim travellers revisit is still unclear. In Malaysia, there are only few studies related to inbound Muslim travellers as research focusing on revisit area is still limited. Since discussion indicates the importance of Muslim travellers segment and their travel behavior differences as well as the critical of revisit intention study in tourism industry, it is crucial to conduct related study in these areas. Therefore, it is vital to investigate Muslim travellers revisit intention by incorporating tourist satisfaction, attitude, subjective norms, perceived behavioral, Islamic attributes of destination and destination attributes to better understand Muslim travellers' revisit behavior in future.

To date, the existing literature on inbound Muslim travellers in Malaysia is related to their preference in terms of destination attributes and Islamic destination attributes,

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Zamani-Farahani & Henderson, 2010), still the literature on the factor ofIMT revisit intention is scarce (Rahman, 2014). Although the fajtors of revisit intention such as attitude, subjective norms, perceived behavioral co trol and satisfaction have been found to be significantly related to tourist revisit intention (Alegre & Cladera, 2013;

Arasl & Baradarani, 2014; Chang, 2013; Mohammad, 2014; Ziadat, 2014), yet little empirical studies have been done in the context ofIMT in Malaysia. At the same time, an understanding of the factor of tourist revisitatior is vital not only for effective tourism marketing strategies but also critical in developing infrastructure, products and services to satisfy the particular tourists (Ragavan, Subramanian, & Sharif, 2014).

Thus, more related studies should be carried out in order co get a clear picture the factor ofTMTs' revisit intention to Malaysia, since Malaysia is keen in promoting its Islamic tourism aggresively.

1.2.4 Underpinning Theory

Tourism scholars have indicated that revisit intention can be used as an indicator for tourist destination loyalty (Oppermann, 1999; Um et al., 2006; Yoon & Uysal, 2005) and that the actual tourist travel behaviour can be revealed from their travel intention (Huang, 2006; Jang & Feng, 2007; Lee, 2009; Ling, Shahrim, Karim, & Othman, 2010). The most used theories for investigating people intention are the Theory of Reasoned Action (TRA) and its extended version, the Theory of Planned Behaviour (TPB). The TRA was derived by Fishbein and Ajzen (1975) (as cited is Ajzen, 1991) and explains the coherence of human behaviours. This theory posits that behavioural intention, the most influential predictor of people behaviour, can be determined by attitude and subjective norms (Ajzen & Fishbein, l 980). Subsequently, the additional variable of perceived behavioural control (PBC) was added to the existing TRA model to become TPB. As compared to TRA, the TPB model with the additional variable,

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PBC, posited a relatively good correlation between intention and behaviour (Armitage

& Conner, 2001; Conner & Armitage, 1998). Furthermore, TPB has been found more

applicable in explaining tourist behaviour through the additional variable, PBC (Choo et al., 2016; Collum & Daigle, 2015; Han et al., 2010; Lam & Hsu, 2004; Sparks &

Pan, 2009), which was not included in the previous model, TRA. Thus, the TPB was chosen as the underpinning theory for this study and is further discussed in Chapter 2.

Furthermore, Ajzen (1991) claimed that TPB could be applied to any other research field to extend and improve upon the theory. TPB has been proven to be the most integrated theory for explaining human social behavTur (Lauderdale, 2004; Shakona, 2013; Wu, Chen, & Liao, 2013). This theory can comprehensively explain and predict an individual's behaviour. It can also be widely applied in various tourism researches.

The theory has been applied in many tourism studies such as Kalafatis and Tsogas (1999), Lauderdale (2004), Powell and Ham (2008), Shakona (2013), Tilikidou, Delistavrou, and Sapountzis (2014), Wu et al. (2013), Ziadat (2014) and Choo et al.

(2016). Given the importance of capitalising on the Muslim tourism market and increasing their revisit behaviour, this study focuses on analysing the variables that could affect the Inbound Muslim Traveller's (IMT) revisit to Malaysia in the future.

As such, the research framework of this study was developed based on TPB to examine the influence of the model's variables (attitude, subjective norms, and perceived behavioural control) as the factors affecting Muslim travellers' revisit intention to Malaysia.

Previous studies investigating general tourists (not specific to Muslim tourists) have

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I I I I I I I I I I I I I I I

I

I I

Satisfaction has played an important role as a mediator in revisit intention studies (Alegre & Cladera, 2013; Al-Rousan & Abuamoud, 2013; Liu et al., 2017).

Unfortunately, not many studies in this area has applied TPB, and integrated satisfaction as either a direct effect or a mediator of revisit intention as part of their research model (Assaker & Hallak, 2012; Choo et al., 2016; Han & Kim, 2010; Sparks

& Pan, 2009). However, these studies have successfully proven that satisfaction has a

direct effect and plays a mediatory role. On the other hand, the Islamic attributes at a destination and destination attributes have been found to have a significant influence on Muslim travellers' satisfaction. Thus, it is important to conduct a study that integrates satisfaction, the Islamic attributes at a destination, and the destination attributes into the TPB model to investigate Muslim travellers' revisit intention to a country.

Unfortunately, there are critiques on the applicability of TPB that state that it is too

"Western" and not applicable to other cultures and situations (Choo et al., 2015;

Montano & Kasprzyk, 2015). However, Ajzen (1991) emphasised that although TPB postulates three conceptually independent determinants of intention, the relative importance of attitude, subjective noons, and perceived behavioural control in predicting intention is expected to vary across behaviours and situations. To address this problem, there is a critical requirement to investigate this topic to understand the sample behaviour from the perspective of the study population, situation, and context.

Then only can TPB be applied (Jalilvand, Shahin, & Leila, 2015; Lam & Hsu, 2004;

Montano & Kasprzyk, 2015). Based on the above discussion, cultural differences especially that of Muslim travellers should also be investigated.

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According to Ajzen (2002), attitude is a predictor in TPB that can be assessed directly and indirectly. As part of the direct measure, the respondents will be asked to each judge on a set of scales. Meanwhile, the indirect measure is based on the respondents' corresponding beliefs. Whether it is a direct or indirect case, the measures must be directly compatible with behaviour. Since this study attempts to investigate the Muslim travellers' preference in making decisions to revisit Malaysia in the future, the indirect measure is seen as more compatible. ln this case, tourist attitude will determine the tourists' preferences and consequent actions, particularly in the process of selecting the travel destination of choice (Um & Cromphton, 1990). Thus, there is a strong reason to discover Muslim travellers' belief or their evaluation of particular Islamic attributes at a destination. Malaysia has destination attributes that have a significant impact on Muslim travel behaviour (Battour et al., 2012; Eid, 2014; Rahman, 2014).

The indirect measure of attitude in TPB postulates that a person's behavioural beliefs about behavioural performance are associated with certai

FACTORS INFLUENCING THE INTENTION OF INBOUND MUSLIM TRAVELLERS TO REVISIT MALAYSIA

FACTORS INFLUENCING THE INTENTION OF INBOUND MUSLIM TRAVELLERS TO REVISIT MALAYSIA

FACTORS INFLUENCING

tercatat

DR. NOR ASHIKIN MOHD NOR

ABSTRACT

AB ST RAK

TABLE OF CONTENTS

TABLE OF CONTENTS •...•....••...•...•....

CHAPTER THREE: RESEARCH METHODOLOGY 152

CHAPTER FOUR: DATA ANALYSIS AND FINDINGS 207

CHAPTER FIVE: DISCUSSION, CONCLUSION AND

REFERENCES ...•...•... 283 APPENDICES . ..•. . . • . . . ... .. . . ..•. . . .. . . .•• • . .. . . 310

LIST OF TABLES

LIST OF FIGURES

APPENDIX

LIST OF APPENDICES

!MT ITC JAK!M

MOT AC

NAT OIC

OTS PBC

CHAPTER ONE INTRODUCTION