Integrating Muslim-Friendly Tourist Destination Image, Value, Satisfaction and Muslim Actual Visit Behaviour in the Travel Industry

Abstract

Because Islamophobia has increased recently, Muslim tourists, who make up a crucial part of the global tourism market, prefer to travel to Muslim-friendly places. However, the perceived Muslim-friendly tourist destination image (MFTDI) remains completely unaddressed in the literature. Furthermore, there is no systematic empirical evidence concerning the impacts of the MFTDI on perceived value, satisfaction and Muslim actual visit behaviour. As a result, the purpose of this investigation is to define the multiple components of MFTDI, to explore the interrelationships within the MFTDI, value, satisfaction and Muslim actual visit behaviour, and to design and test a theoretical framework for the outcomes of MFTDI in the travel industry. To do so, nine hypotheses were established and evaluated using a survey of 576 Muslim travellers of different nationalities. The findings indicate that the dimensions of the proposed MFTDI model are critical for improving Muslim travellers' actual visit behaviours in the travel industry.