The influence of Muslim-friendly attributes and digital media on Malaysia’s Muslim-friendly destination image formation
The growing numbers in the Muslim travel market is recognised as an important segment of the travel industry. The demand for travelling to a Muslim-friendly destination that provides Muslim-friendly attributes has increased significantly. Additionally, the growth of information technology, especiall...
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| Format: | Thesis |
| Language: | eng eng eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/9077/1/s900743_01.pdf https://etd.uum.edu.my/9077/2/s900743_02.pdf https://etd.uum.edu.my/9077/3/s900743_references.docx |
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| Summary: | The growing numbers in the Muslim travel market is recognised as an important segment of the travel industry. The demand for travelling to a Muslim-friendly destination that provides Muslim-friendly attributes has increased significantly. Additionally, the growth of information technology, especially through digital media
has allowed tourists to gather information about a destination. The scarcity of studies linking between Muslim-friendly attributes, their influence on destination image formation and digital media has highlighted a need to study in this particular area. The framework of this study was developed based on Beerli and Martin model of
destination image formation with the following objectives: to investigate the importance of Muslim-friendly attributes as perceived by international Muslim tourists; to investigate the importance of digital media as promotional tools as perceived by international Muslim tourists; and finally, to examine the influence of
Muslim-friendly attributes and digital media on Malaysia’s image formation as a Muslim-friendly destination. Two main hypotheses were formulated to answer the final objectives of the study. The study also employed a quantitative approach by distributing a self-administered questionnaire to the international Muslim tourists at
Kuala Lumpur International Airport (KLIA) from October 2018 to January 2019. A final list of 462 respondents was selected through a convenience sampling technique. The study findings disclosed significant differences in international Muslim perceptions of the importance of Muslim-friendly attributes (accommodation and
amenities, availability of halal food, general Islamic morality and place of worship facilities), digital media, and Malaysia’s image as a Muslim-friendly destination. The results from the regression analyses revealed that Muslim-friendly attributes and digital media positively influence Malaysia’s image formation as a Muslim-friendly
destination. In particular, place of worship and general Islamic morality showed a significant relationship with the overall image formation. General Islamic morality, place of worship facilities and availability of halal food significantly influence the cognitive image, while place of worship facilities and accommodation and amenities
were found to influence the affective image formation. Overall, this study managed to discover the importance of strengthening the Muslim-friendly attributes for a destination and the use of digital media by highlighting their roles in the image formation of Malaysia as a Muslim-friendly destination. The findings would be practical and useful for practitioners in destination organisations which includes tourism marketers, policy makers and service providers to foster Muslim-friendly attributes in Malaysia and strengthening the country’s promotional images through advances in digital media in order to stay above competitors in attracting Muslim market |
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