The effect of islamic attributes of destination, experiential values on revisit intention among muslim tourists model testing on the mediating role of satisfaction

Journal of Environmental Treatment Techniques

2019, Volume 7, Issue 3, Pages: 768-773

J. Environ. Treat. Tech.

ISSN: 2309-1185

Journal weblink: http://www.jett.dormaj.com

The Effect of Islamic Attributes of Destination,

Experiential Values on Revisit Intention among

Muslim Tourists: Model Testing on the Mediating

Role of Satisfaction

Reni Yuliviona¹^,²^*, Zuraini Alias , Mokhtar Abdullah

¹Faculty of Economy , Universiti Bung Hatta

Padang, Indonesia

Faculty of Business and Accountancy, Universiti Selangor

Faculty of Business and Accountancy, Universiti Selangor, 40000 Shah Alam, Malaysia

University Malaysia of Computer Science & Engineering, 63000 Cyberjaya, Malaysia

Received: 02/03/2019

Accepted: 09/08/2019

Published: 03/09/2019

Abstract

Experiential value is a subjective and vibrant construct that differs among different customers and cultures. In relation to this, there

is a need to understand Muslim tourists’ experiential values as halal tourism allows these tourists to fulfil religious requirements and

obligations throughout their travels However, the dearth of information related to Muslim tourists’ experiential values prompted this

paper to reveal events related to Muslim’s Halal tourism experiential values in order to ensure that Muslim tourists are met with Islamic

attributes during their travels. This paper provides a systematic review of previous articles, books, and online news with specific focus

on Muslim tourists’ experiential value, Islamic attributes and halal tourist destinations. The review findings suggest that tourists’

satisfaction is crucial in determining destination loyalty and the decision of revisiting certain destinations. Satisfaction should be used

to assess performance of destinations’ products and services as Muslim tourists may take into account the availability of facilities

tailored to cater their religious and personal needs but they will feel most satisfied when performance exceeds necessities.

Keywords: Muslim tourists’ experiential values, Muslim tourists’ satisfaction, Islamic attributes of destination, halal tourism, revisit

intention among Muslim tourists.

Satisfaction plays a role particularly in the tourism

Introduction

industry where tourist loyalty is concerned as it is the main

factor drawing tourists to revisit the destinations (33).

However, experiential values, especially for products, have

been read differently by many researchers. The review aims

attempts to identify the correlation between customer

behaviour and experiential values as this correlation may

contribute to loyalty intention. Thus, this matter needs to be

looked into further as it may offer destinations’ stockholders

meaningful information in the interest of creating memorable

destination experiences for Muslim tourists.

Muslim tourists are drawn to visit Islamic rather than non-

Islamic destinations due to the security and safety offered by

similar culture of an Islamic environment (Kovjanic, 2014,

Shafaei & Mohamed, 2015) as cited in (Shafaei, 2017).

Consequently, halal tourism becomes significant as countries

begin to lure tourists using competitive prices, promotions,

services and available Muslim-friendly attractions. Halal

tourism plays a crucial role as it allows Muslim tourists to

enjoy their holiday and fulfil religious requirements and

obligations throughout their travels. Availability of Muslim-

friendly services at holiday destinations are imperative due to

the impact it has on the tourists’ intention to revisit the

locations. However, achieving tourist satisfaction could be

challenging for locations situated in rural regions (31).

In response to the growing importance of halal tourism,

this study aims in providing researchers with a summary of the

trends and impacts of studies published in the halal tourism

literature. This study aims in:

Corresponding author: Reni Yuliviona, (a) Faculty of Economy , Universiti Bung Hatta Padang, Indonesia and (b) Faculty of Business and

Accountancy, Universiti Selangor. E-mail: reniyuliviona@bunghatta.ac.id.

Journal of Environmental Treatment Techniques

2019, Volume 7, Issue 2, Pages: 274-279

providing a comprehensive overview of available on

Results and Discussions

halal tourism, with a specific focus on Islamic attributes of a

destination, experiential values, satisfaction and revisit

intention among Muslim tourists.

.1 Synthesis of study’s findings

Fifty one (51) articles were selected to be reviewed and the

inclusion was based on the relevance of the topic and findings.

Articles included in the review dated from 1993 to 2019. The

articles are novel peer-reviewed publications related to the

topic of the study. Eighteen articles were obtained from

thirteen journals. Three articles were accessed from Annals of

Tourism Research, two articles from Tourism Management,

two articles from Journal of Travel Research and another two

articles from International Journal of Contemporary

Hospitality Management. Nine articles were accessed from

Journal of Consumer Research, Tourism and Hospitality

Research, Anatolia, Journal of Hospitality and Tourism

Research, Current Issues in Tourism, Pertanika Journals of

Social Science, Procedia Economics and Finance and Tourism

Economics. The remaining articles were attained from various

online publications affiliated with Malaysian universities such

as Universiti Sains Malaysia (USM), Universiti Putra

Malaysia (UPM) and books published by Wiley and Sons and

ERIC Clearinghouse.

synthesizing findings into an suitable discussion of

factors and constraints influencing Muslim tourists’

satisfaction and revisit intention.

c) conceptual framework using

Satisfaction as the mediating variable.

developing

Methods

There are a number of establishes methods to carry out a

literature review, which can be generally characterized into the

meta-analysis, traditional narrative review, and systematic

quantitative review (34). Systematic review is chosen as it

allows topics related to specific researches to be reviewed

thoroughly together with administrative effects for

professionals in the industry and it provides direction for future

researches in the related field (47). Systemic review is also a

form of research as it reviews extant literature of an area of

interest with the use of specific set of research approaches and

procedures (16). The objective of this review is to identify the

gap in the literature and provide relevant information related

to the subject based on the findings obtained from previous

researches.

An extensive search for relevant literature was carried out

where the researchers focused in scrutinising issues related to

halal tourism and its impact on Muslims experiential values,

satisfaction and revisit intentions. Researches included in this

review are published from 1993 to 2019. In order to enable the

research to be relevant and extensive, assistance was obtained

from a professional library science expert and several

electronic databases (Elsevier and Scopus) were used in the

process of constructing a major catalogue.

3.2 Synthesis of Findings

Based on the reviews, the studies were carried out in

various tourist destinations worldwide. Studies carried out in

the United States on were by (25); (22); (14); (17). Studies

performed in Australia are (39) and (9). Studies related to

elements of tourism were also carried out extensively in the

United Kingdom. The studies are (6); (8); and (7). Another set

of studies were carried out in Asia specifically Hong Kong

(48); (46) ;Taiwan (50) ; (26) ; Japan (45); Thailand (41); (44);

India (20) ; Indonesia (36); (30); Malaysia (29); (Battour,

Battor, & Ismail, 2012); (Battour, 2014); (37); (38); (18); (42);

and China (49); (43). Several studies were also conducted in

Egypt (15); Jordan (5); 40; (28); (24); (23); Portugal (27); New

Zealand (19); Romania (Obada, 2013).

.1 Selection of Articles

The articles selected for review must discuss the

following: (i) focuses on experiential values and satisfaction

among Muslim tourists; (ii) studies on halal tourism; and (iii)

factors related to revisit intentions among Muslim tourists.

Articles selected for review are published in peer-reviewed

journals and written in English. Hence, grey articles such as

literature papers, conceptual articles, conference proceedings,

Masters’ and Doctoral theses, and governmental reports are

omitted.

3.3 Characteristics associated with Experiential Values

(25) stated that experience is considered as “the full result

for the customer from the combination of the environment,

goods, and services purchased”. However, the definition of

customers may be different based on experiences gained

through encounters with service providers. In addition, (50)

claimed that customers can obtain experiential values of

different varieties of experiences. In line with this, (41)

advised that travel experience refers to the travellers’ contact

with the environment and their constant contact with service

providers by engaging, involving, and participating in events

or activities at the destination.

In tourism’s case, if tourists experience a positive travel

during their visit to a certain destination, they would be most

probably to a positive impression with their trip, and after that,

they might decide to have another visit to the same destination

(21). Subsequently, these happy and satisfied tourists returning

from the trips may spread positive verbal promotion to

network of peers or relations, and may have the tendency of

revisiting the place (21); (28), The same trends were also found

by (41) on the significance of travel experience to island

destinations as it is one of the destination’s main competitive

influences and otherwise state travel experience’s quality as

.2 Extraction of Data

The search of data and articles was based on the keywords

and relevant abstracts. The researchers used keywords such as

Muslim tourists’ experiential values, Muslim tourists’

satisfaction, Islamic attributes of destination, halal tourist

destination and revisit intention among Muslim tourists. The

searches found 51 articles that match the study. 13 articles for

Muslim tourists’ experiential values, 13 articles for Muslim

tourists’ satisfaction, 11 articles for Islamic Attributes of

Destination, 2 articles for halal tourism and 25 articles form

revisit intentions among Muslim tourists. These keywords

were obtained from previous researches in similar areas of

interests and were narrowed down to (i) author(s) name, (ii)

location of study (iii)) key findings.

Journal of Environmental Treatment Techniques

2019, Volume 7, Issue 2, Pages: 274-279

the most influential in attracting potential travellers to specific

destinations (Noypayak, 2015) as cited in (41).

about the festival. A similar study by (38) investigated the

immediate impacts of the quality of destination on tourist

behavioural intentions at countryside tourism spots in

Malaysia. Their study found that the quality of rural tourism

destinations had a major positive effect on tourist satisfaction

which later ominously affected their behavioural intentions.

Furthermore, the findings also revealed that tourists

satisfaction was an essential variable facilitating the influence

of rural destination quality on behavioural intentions.

Deng and Pierskalla (2011) studied on the comparison

between past experiences on the perceived values, overall

satisfaction and destination loyalty for travellers who visit the

place and local people to attend the National Cherry Blossom

Festival (USA). Their research found that a group of visitors

was different from the groups of residents in terms of their

perceived values, overall satisfaction and loyalty objectives.

The study also found that overall satisfaction perceived values

effects mediated in the destination tourists’ loyalty first and

repeatedly group, regardless of past experiences that are

considered quality (1); (38), and travel experiences (14) (45).

With regards to travel experience, (27) argued that

experience is regarded as a single and differentiated construct

since the 1990s. Oxford English Dictionary defines experience

as “An effect or natural event which leaves an impression on

someone”. Mihaly Csikszentmihalyi, a psychologist, was the

first person observed the construct of consumer/tourist

experience. He further pronounced how experience can offer a

sense of pleasure and be treasured for a long time and predicted

this as a form of “optimal experience” (Csikszentmihalyi,

1975,1998) as cited in (32). Csikszentmihalyi later used his

understandings of consumer behaviour, claiming “consuming

is a process of exchange for existential or experiential

rewards” (13).

As previously mentioned, there are some attributes that can

affect tourists experience from the destination. This includes

how the destination is managed. It should create a sense of

enjoyment and satisfaction for the visitors. This is really a

crucial factor to attract tourists, so they can experience a

positive travel and can decide to come back one day later. If

they are happy and satisfied, most likely they would also

recommend the place to some other people else (8); (35).

Having reviewed several studies investigating the

relationship between travel experiences, tourist satisfaction

and loyalty purposes (20); (21); (28) it seems that these

researchers had not investigated this relationship in the context

of halal tourism which is actually the main Muslim needs every

day. Most of their studies only scrutinised travel experiences’

influence on tourism loyalty, satisfaction and purpose.

3.5 Characteristics associated with Islamic attributes of

destination

Islamic attributes are significant for Muslims when

choosing their travel destinations (Battour, Ismail, & Battor,

2011). Islamic attributes bring a positive effect on Muslim

tourists satisfaction, the results clearly indicate that Muslim

tourist satisfaction with a halal destination has significant

influence on Muslim tourists’ satisfaction.

According to (Battour, 2014), in Islam, Muslims should

travel to various places so that they can appreciate and thank

for the magnificent and the beauty of God. Based on Quranic

practices, Muslims must be hospitable and generous towards

visitors. For this reason, religion appears to be a very essential

factor to consider when a Muslim makes a decision to travel

overseas (WTM 2016 ). A study by Bazazo et al (2017)

examined Islamic religious attributes among tourists in Jordan

by looking at four dimensions: worship infrastructures, halal

meal, alcohol and gambling free, and Islamic morality. Similar

to this study, Battour et al (2010) examined the impact of

Muslim destination attributes on Muslim tourists’ choice in

Malaysia by using four indicators: worship facilities, halal

meal availability, alcohol consumption and gambling

restriction, and sexual tolerance.

The goal of marketing destinations for Muslim travellers

can be achieved by following Islamic shari'a in the tourism

programs. This study was an effort to unravel which Islamic

attributes of destinations could be employed as a foundation to

tailor Halal tourist programs. This is taking that faith remains

firm for one of the vital factors in the decision-making process

with regard to travel destinations (11). According to (15) , it is

highly necessary to make sure that Islamic religious attributes

are available in those destinations.

.4 Characteristics associated with tourists’ satisfaction

In the context of tourism industry, many studies show

empirical evidences that tourist satisfaction is a major reason

of their decision to review and endorse the destination to others

(

48); (39); (40); (6); (8); (24); (23); (49). The travellers most

probably revisit the places and are keen positively taking part

in their travelling experiences with friends and family.

Travellers’ happiness with all attributes they get to a

destination also significantly affected their loyalty to the

destination. Some studies revealed that travellers’ fulfilment

are significant on tourist loyalty compared to the destination’s

image. For example, (22), who carried out a study on

Orlando’s theme park, discovered that the destination’s image

was significantly linked to destination loyalty through

satisfaction as a controlling variable. The findings also showed

that destination’s image and satisfaction were essential

variables which affected tourist loyalty at the theme park.

Another study was carried out by (43) in Hainan Island, China

and the findings showed that the destination’s image highly

influenced satisfaction, which subsequently affected Chinese

domestic tourists’ loyalty.

Another study by (1) investigated link between quality,

satisfaction and behavioural intentions in a context of the

festival, revealed that performance’s quality positively

affected satisfaction. However, satisfaction did not completely

mediate the influence of quality on behavioural intentions. In

particular, quality did have a more significant influence on

behavioural intentions compared to satisfaction. This finding

suggests that good performance and motivated participants are

more likely to be more loyal. Loyalty is shown through their

decision of revisiting the places and spreading positive stories

(37) conducted a research project investigating Islamic

attributes such as service quality, destinations’ features,

tourists’ satisfaction, destination loyalty and participants’

demographic variables. In his case, it is used to identify

motivational components that affect Muslim tourists’

satisfaction and revisit intention. Islamic attributes were also

used in endorsing and formulating tactics to improve

Malaysia’s Islamic tourism industry of the in. It was found that

Islamic attributes and service quality correlates highly to

Journal of Environmental Treatment Techniques

2019, Volume 7, Issue 2, Pages: 274-279

Muslim tourist satisfaction and destination loyalty, while

destination characteristics were found to be insignificant (18).

Furthermore, (5) found that Islamic attributes of destination

and tourists’ satisfaction have direct substantial influence on

destination loyalty. They also found that tourists’ satisfaction

has substantial influence on travellers’ destination loyalty.

In line with this, (Battour, 2014) revealed that tourism

motivations are essentially and positively linked to tourist

satisfaction. Religious factor positively moderates the

connection between pull motivation and travellers’

satisfaction. The moderating influence of religion on the

relationship between push motivation and travellers’

satisfaction was not confirmed. In the same vein,(18) asserted

that prayer amenities, Muslim-friendly tour packages,

religious-associated sites, halal food and over-all morality

influences Muslim tourists satisfaction.

Meanwhile, (36) revealed that only traditional values

significantly and directly influences customer satisfaction with

a halal destination, while Islamic values have no significant

influence on customers satisfaction. Islamic values,

specifically non-physical Islamic attributes, significantly

affect customers’ satisfaction only under the control of

religiosity.

recommend the destination to others (17); (7); (19).

Behavioural intention can be understood as an individual’s

planned future behaviour (42). Behavioural intentions can also

be seen as a kind of commitment. Loyalty, as seen through the

intention, has been widely examined by consumer behaviour

researchers, including researchers in the field of tourism (1).

Customer loyalty is an essential goal to achieve by companies

as it is an important element to make a company sustainable

(9).

In line with this, (29) highlighted that willingness to

recommend a destination is every bit a sign of destination

loyalty. Destination loyalty refers to customer loyalty in

tourism context (41). The study on revisiting intention is

substantially crucial for tourism businesses. Authorities should

fundamentally understand how to develop better tourism

marketing strategies as well as to build up travel motivation

effectively and efficiently. They should also understand how

to deal with the promotion costs in making the existing tourists

are certainly less than with first-time tourists.

Ensuring loyal tourists to revisit is highly essential to grow

revenue in tourism destinations as well as reducing marketing

expenses. Retaining existing clients is widely admitted to

deliver a lower cost than obtaining new ones (Fornell and

Wernerfelt, 1987 cited in (10) (44). In line with this, (46) in

their study highlighted that many destinations rely strongly on

repeated visitations as the cost is not that expensive to retain

repeat tourists compared to attract new ones. To stress further,

(1) illustrated that at that place are hard connections between

consumer loyalty and profitability contributed reality in the

tourism industry.

It is mostly understood that satisfaction results in repeated

purchase and constructive word-of-mouth promotion, which

are the primary indicators of commitment. Many studies have

found that there are significant positive links between

customer satisfaction and commitment or retention (Anderson

and Sullivan, 1993; 12; Taylor and Baker, 1994) as cited in

Cronin (12). In line with other empirical studies, evidences of

tourist satisfaction are a clear sign of their intents to make

another visit and suggest the destination to their friends or

relatives (48); (39); (40); (6); (8); (24); (23); (49).

.6 Characteristics associated with Halal tourism

Halal word originated from an Arabic word meaning

“

permissible” or “lawful”. 70% of the Muslims interpret this

concept as a part of their lives as a Muslim. Today, the term

halal is used on a larger scale, not only limited to food and

beverages but also replicated and executed in every facet of

everyday life. Jeffery Vasser, leader of World Travel Market,

defines halal tourism as a kind of spiritual based tourism

representing acceptable activities under the Islamic

instructions in terms of behaviour, dressing codes, conduct and

diet as cited (3). In reality, however, there is no official

description of halal tourism. Yet, it is widely understood in

such a way in the Muslim world by Muslims with leisure

purposes.

3.7 Characteristics associated with Revisit intentions among

Muslim tourists

This study will focus on revisit intention in the context of

halal tourism destination as part of consumer behaviour

research. This will be conducted through an investigation in a

global context and see how its implications for both

practitioners and staff members. The concept of return intent

comes from behavioural intention. Baker and Crompton in

3.8 Conceptual Framework

The conceptual framework for this study was created to

identify the link between Islamic Attributes of Destination,

Experiential Values on Revisit Intention among Muslim

Tourists that used satisfaction as the mediating variable.

(

26) explained that the revisit intention is the likelihood of

tourists to repeat the same activity or return to a destination.

There are two dimensions proposed by which are; Intention to

recommend (desire to commend to others), and Intention to

revisit (desire to return to photograph the breeze). Eid and El-

Gohary (2014) and Um et al (2006) found in their study that

loyalty is an indicator that can be tied up to revisit intention

and the recommendation for a name and address.

According to (30), based on previous studies above,

visitors’ revisit intention can be divided into two dimensions:

behavioural dimension and attitudinal dimension. The

behavioural dimension represents the consumers' decision to

revisit the name and address and the attitudinal dimension

represents the whole of customers' behaviour, not only their

intentions to revisit but also the possibilities for them to

Figure 1: Conceptual Framework

Journal of Environmental Treatment Techniques

2019, Volume 7, Issue 2, Pages: 274-279

2. Cronin Jr JJ, Brady MK, Hult GT. Assessing the effects of quality,

value, and customer satisfaction on consumer behavioral

intentions in service environments. Journal of retailing. 2000 Jun

The studies reviewed showed that tourists’ satisfaction is

crucial in determining destination loyalty and the decision of

revisiting certain destinations. Satisfaction should be used to

assess performance of destinations’ products and services as

Muslim tourists may take into account the availability of

facilities tailored to cater their religious and personal needs but

they will feel most satisfied when performance exceeds

necessities. Performance may refer to Islamic attributes where

the quality of services offered satisfies the Muslim tourists

hence creating the feeling of fulfilment. Various factors are

contributors to Muslim tourists’ satisfaction during their

travels. The factors are Islamic attributes of a destination,

service providers such as Muslim-friendly packages and high

quality halal food. It is notable to highlight that what the

tourists’ experience during and after the travels satisfies them,

which will ensure that they not only revisit but will share their

positive experiences with others.

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3. Csikszentmihalyi M. The costs and benefits of consuming.

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value, overall satisfaction, and destination loyalty: A comparison

between visitor and resident attendees of a festival. Event

Management. 2011 Aug 1;15(2):163-77.

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hospitality and tourism industry. Journal of Travel Research. 2015

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Conclusions

The review showed the lack of studies being carried out

focusing on Muslim tourists and the factors behind their

satisfaction levels with the offerings during travels to different

destinations. It is hoped that the findings in this review will

help travel service providers to take into account the

expectations of Muslim tourists. It is also recommended that

future researches include destinations popular among Muslim

tourists focusing on specific characteristics such as hospitality

and tour packages which can help in understanding the reasons

behind the tourists’ decision to revisit the destinations.

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