The Impacts of Motives, Barriers, and Behaviour on the Travel Package Attractiveness from Muslim Travelers Perspectives
Arman Hj. Ahmad1, Izian Idris2, Cordelia Mason3, Muhammad Asyraf Hasim4, Sulaiman Sajilan5
1Arman Hj. Ahmad*, Department of Marketing & International Business, University Kuala Lumpur Business School, Kuala Lumpur, Malaysia.
2Izian Idris, Department of Marketing, Sunway University Business School, Selangor, Malaysia.
3Cordelia Mason, Yayasan UniKL, University Kuala Lumpur, Malaysia.
4Mohd. Asyraf Hasim, Department of Marketing & International Business, University Kuala Lumpur Business School, Kuala Lumpur, Malaysia.
5Sulaiman Sajilan, Department of Management & Entrepreneurship, University Kuala Lumpur Business School, Kuala Lumpur, Malaysia
Manuscript received on December 13, 2019. | Revised Manuscript received on December 26, 2019. | Manuscript published on January 10, 2020. | PP: 2714-2721 | Volume-9 Issue-3, January 2020. | Retrieval Number: C9231019320/2020©BEIESP | DOI: 10.35940/ijitee.C9231.019320
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Travel agencies have modernized the way they communicate their package tours to travelers through digital technology. It is however imperative to also understand travelers’ needs in order to remain competitive in the market. In particular, it is crucial to clearly recognize the diversity in travel needs particularly the travel desires of Muslims travelers since they hold a different set of values and beliefs that guide their travel needs. Hence, this research attempts to understand Islamic travel needs among Muslim travelers and how such needs can impact the attractiveness of package tours in Malaysia. The travel needs of Muslim travelers i.e. travel motives, travel behavior and perceived travel barriers will be determined against the attractiveness of packaged tours. This paper proposes a conceptual model so that further analyses can be conducted and marketing strategies can be recommended to enhance the attractiveness of package tours developed by Travel agencies for Muslim travelers. By gaining a better understanding of Muslim traveler needs, tour operators in Klang Valley, Malaysia will be able to enhance their marketing strategies, increase the attractiveness and demand for their package tours and attract more Muslim travelers to travel with them.
Keywords: Islamic Tourism Marketing, Malaysia, Muslim Traveler’s Needs, Package tour.
Scope of the Article: Behaviour of Structures