Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective

Dwi Suhartanto and Anthony Brien and Fatya Alty Amalia and Norzuwana Sumarjan and Zurina Zainal Abidin and Izyanti Awang Razli and Rivan Sutrisno (2023) Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective. Journal of Islamic Marketing, 15 (5). pp. 1396-1413. ISSN 1759-0833

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Abstract

Purpose This paper aims to assess the sense-of-community role in affecting young Muslim loyalty towards Muslim-majority tourism destinations. Specifically, this research assesses the sense of community dimension in the halal tourism context and evaluates its effects on destination satisfaction, image and loyalty. Design/methodology/approach This research used a quantitative approach by using data from 376 young Indonesian Muslim tourists with past travel experiences to destinations where Muslims are the majority. The dimension of the sense of community was evaluated using exploratory factor analysis. The association between variables was tested using partial least square-structural equation modelling. Findings The finding exhibits three notable sense of community dimensions: membership, influence and need fulfilment and emotional connection. Emotional connection shapes, directly and indirectly, destination loyalty, while influence and need fulfilment affect destination loyalty by satisfaction and destination image mediating role. Lastly, membership has no impact on developing destination loyalty. Practical implications This study offers tourism destinations in Muslim-majority countries an opportunity to draw and create loyalty among young Muslim tourists. Besides offering superior halal services and products, Muslim-majority tourism destinations need to develop young Muslim tourists' emotional connection to the destinations. Originality/value To the best of the authors’ knowledge, this is the first empirical examination of the sense of community's role in influencing tourist loyalty, specifically in halal tourism.

Item Type:	Article
Keyword:	Destination loyalty, Sense of community, Destination satisfaction, Destination image
Subjects:	G Geography. Anthropology. Recreation > G Geography (General). Atlases. Maps > G1-922 Geography (General) > G149-180 Travel. Voyages and travels (General) > G154.9-155.8 Travel and state. Tourism H Social Sciences > HB Economic theory. Demography > HB1-3840 Economic theory. Demography
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	29 Nov 2024 12:00
Last Modified:	29 Nov 2024 12:00
URI:	https://eprints.ums.edu.my/id/eprint/42007

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