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The effect of socio-demographic variables and travel characteristics on motivation of Muslim family tourists in Malaysia

Purpose This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that affect the motivation in decision making of Muslim tourists travelling to Malaysia. Design/methodology/approach The... Full description

Journal Title: Journal of Islamic marketing 2018-06-11, Vol.9 (2), p.222-239
Main Author: Aziz, Yuhanis Abdul
Other Authors: Hussin, Siti Rahayu , Nezakati, Hossein , Raja Yusof, Raja Nerina , Hashim, Haslinda
Format: Electronic Article Electronic Article
Language: English
Subjects:
GDP
Publisher: Bingley: Emerald Publishing Limited
ID: ISSN: 1759-0833
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recordid: cdi_crossref_primary_10_1108_JIMA_03_2016_0016
title: The effect of socio-demographic variables and travel characteristics on motivation of Muslim family tourists in Malaysia
format: Article
creator:
  • Aziz, Yuhanis Abdul
  • Hussin, Siti Rahayu
  • Nezakati, Hossein
  • Raja Yusof, Raja Nerina
  • Hashim, Haslinda
subjects:
  • Decision making
  • Economic growth
  • Families & family life
  • GDP
  • Gross Domestic Product
  • Hotels & motels
  • Market strategy
  • Marketing
  • Muslims
  • Single parents
  • Sociodemographics
  • Studies
  • Tourism
  • Vacations
  • Variables
ispartof: Journal of Islamic marketing, 2018-06-11, Vol.9 (2), p.222-239
description: Purpose This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that affect the motivation in decision making of Muslim tourists travelling to Malaysia. Design/methodology/approach The study surveys questionnaires for data collection. Convenience sampling technique was used on the selected sample. The study was conducted in Malaysia, where the target respondents included Muslim family tourists with ages ranging from 18 to 64 years. Findings The findings show that motivation differs significantly among different levels of the socio-demographic characteristics except for gender and income. The result also reported that a majority of tourists’ travel behaviour was significantly different unless when it comes to seeking accommodation. Results also revealed a tendency for long holiday stays among Muslim tourists in Malaysia. Research limitations/implications In this study, the examination of motivation on the Muslim family tourists has provided significant influence in managing the family tourist experience. On the other hand, most previous studies have shown that motivation is positively guided by general “push and pull” factors. However, this research demonstrates that components such family financial income and age of respondents has an effect on Muslim family tourists’ motivation, thus justifying the experience effect. Practical implications It is crucial for the service provider and destination management organizations to differentiate their products and services so that the packages and experience will be more meaningful. Social implications Destination packages should be appropriately designed and positioned in the target markets to meet the needs and wants of different Muslim family groups. Communication should emphasize not only the most distinctive characteristics but also the most suitable holiday packages that the family tourist can afford to pay. This would assist the family in the decision-making process and choice processes and facilitate the family’s expectation. Originality/value This research paper related to Islamic tourism marketing which can be used to formulate appropriate marketing strategies, build a viable market segment and design practical marketing strategies to attract potential Muslims travellers.
language: eng
source:
identifier: ISSN: 1759-0833
fulltext: no_fulltext
issn:
  • 1759-0833
  • 1759-0841
url: Link


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descriptionPurpose This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that affect the motivation in decision making of Muslim tourists travelling to Malaysia. Design/methodology/approach The study surveys questionnaires for data collection. Convenience sampling technique was used on the selected sample. The study was conducted in Malaysia, where the target respondents included Muslim family tourists with ages ranging from 18 to 64 years. Findings The findings show that motivation differs significantly among different levels of the socio-demographic characteristics except for gender and income. The result also reported that a majority of tourists’ travel behaviour was significantly different unless when it comes to seeking accommodation. Results also revealed a tendency for long holiday stays among Muslim tourists in Malaysia. Research limitations/implications In this study, the examination of motivation on the Muslim family tourists has provided significant influence in managing the family tourist experience. On the other hand, most previous studies have shown that motivation is positively guided by general “push and pull” factors. However, this research demonstrates that components such family financial income and age of respondents has an effect on Muslim family tourists’ motivation, thus justifying the experience effect. Practical implications It is crucial for the service provider and destination management organizations to differentiate their products and services so that the packages and experience will be more meaningful. Social implications Destination packages should be appropriately designed and positioned in the target markets to meet the needs and wants of different Muslim family groups. Communication should emphasize not only the most distinctive characteristics but also the most suitable holiday packages that the family tourist can afford to pay. This would assist the family in the decision-making process and choice processes and facilitate the family’s expectation. Originality/value This research paper related to Islamic tourism marketing which can be used to formulate appropriate marketing strategies, build a viable market segment and design practical marketing strategies to attract potential Muslims travellers.
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subjectDecision making ; Economic growth ; Families & family life ; GDP ; Gross Domestic Product ; Hotels & motels ; Market strategy ; Marketing ; Muslims ; Single parents ; Sociodemographics ; Studies ; Tourism ; Vacations ; Variables
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atitleThe effect of socio-demographic variables and travel characteristics on motivation of Muslim family tourists in Malaysia
jtitleJournal of Islamic marketing
date2018-06-11
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issn1759-0833
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abstractPurpose This paper aims to investigate the socio-demographic variables that affect the motivation of Muslim tourists in Malaysia, and to examine the travel characteristics factors that affect the motivation in decision making of Muslim tourists travelling to Malaysia. Design/methodology/approach The study surveys questionnaires for data collection. Convenience sampling technique was used on the selected sample. The study was conducted in Malaysia, where the target respondents included Muslim family tourists with ages ranging from 18 to 64 years. Findings The findings show that motivation differs significantly among different levels of the socio-demographic characteristics except for gender and income. The result also reported that a majority of tourists’ travel behaviour was significantly different unless when it comes to seeking accommodation. Results also revealed a tendency for long holiday stays among Muslim tourists in Malaysia. Research limitations/implications In this study, the examination of motivation on the Muslim family tourists has provided significant influence in managing the family tourist experience. On the other hand, most previous studies have shown that motivation is positively guided by general “push and pull” factors. However, this research demonstrates that components such family financial income and age of respondents has an effect on Muslim family tourists’ motivation, thus justifying the experience effect. Practical implications It is crucial for the service provider and destination management organizations to differentiate their products and services so that the packages and experience will be more meaningful. Social implications Destination packages should be appropriately designed and positioned in the target markets to meet the needs and wants of different Muslim family groups. Communication should emphasize not only the most distinctive characteristics but also the most suitable holiday packages that the family tourist can afford to pay. This would assist the family in the decision-making process and choice processes and facilitate the family’s expectation. Originality/value This research paper related to Islamic tourism marketing which can be used to formulate appropriate marketing strategies, build a viable market segment and design practical marketing strategies to attract potential Muslims travellers.
copBingley
pubEmerald Publishing Limited
doi10.1108/JIMA-03-2016-0016