Islamic Religious Needs in Destination Marketing

• 발행기관: 세계문화관광학회
• 저자명: Mohamed Kamal Battour Mohd Nazari Ismail Idris abdelgawad elhabony
• 간행물 정보: 『Conference Proceedings』10th International Joint World Cultural Tourism Conference 2009, 133~142쪽, 전체 10쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.11.30

영문 초록

The destination marketers may consider Muslim tourist as a customer segment. In response to that, the supply of Islamic religious attributes for Muslim tourists may lead to increase satisfaction and revisit intension. The success of marketing destinations for Muslim tourists should be guided by observing Islamic teachings (Shariah) in tourism activities. The objective of this study is to explore which Islamic attributes or aspects of the destination are important to the Muslim tourists. The Muslim tourist may need these Islamic religious attributes when he/she is planning to visit a country. Data were collected by two FGDs and 27 interviews with Muslim tourists in July 2009 in Kuala-lumpur, the capital city of Malaysia. Results of the analysis were categorized into two major aspects; physical aspects and environmental aspects. The physical aspect consists of Islamic religious facilities such as, prayer facilities, Halal food, and Islamic entertainments. The environmental aspects related to general environment where the tourists have to practice their activities. Environmental aspect is sometimes uncontrollable but the interviewees are appreciated if there is Islamic environment in the destination where alcohol is not drunk, availability of Islamic dress codes, and availability of general Islamic morality.

목차

ABSTRACT

1. Introduction

2. Literature review

3. Methodology

4. Findings

5. Conclusion

References

키워드

customer segment Islamic attributes Muslim tourist Halal tourism