Journal of Travel Research: Muslim Tourist Perceived Value Report

This report focuses on Muslim Tourist Perceived Value (MTPV) within the tourism and hospitality industry, examining the traditional and religious aspects of value. It explores dimensions like price, quality, emotions, social, and Islamic physical attributes. The study, based on a sample of 537 Muslim tourists, investigates the cognitive (cost vs. quality) and affective (social recognition, emotions) elements influencing their decision-making processes. The literature review covers Islamic Tourism, Customer Perceived Value, and the conceptualization of Customer Perceived Value, aligning with the research objective of identifying MTPV dimensions and studying Islamic culture practices. The research methodology involved primary research, gathering data from a database of Muslim tourists, considering the evolutionary nature of spiritual and secular aspects in Islam. The report highlights the importance of Shari'ah principles for tourism organizations targeting Muslim customers, emphasizing the need for proper execution of Muslim deeds in marketing strategies. The findings are crucial for tourism companies in developing effective mass marketing strategies to stand out in the competitive market.

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The preliminary focus of this article is Muslim Tourist Perceived Value (MTPV) where
the traditional and religious aspects of value within Tourism and Hospitality Industry. Different
dimensions like price, quality, emotions, social and Islamic physical attributes. In recent time,
development of this particular industry has made different marketers inclined towards increasing
the customer value. For this development, mass marketers have been focusing towards acquiring
sophisticated approaches to maintain the quality of the services provided to the Muslim tourists.
Based upon this, the decision making process of a Muslim tourist is dependent upon cognitive
elements (cost versus quality) and affective elements (social recognition and emotions) (Eid &
El-Gohary, 2015)
The Literature Review section comprises of the Islamic Tourism, Customer Perceived
Value, and Conceptualisation of Customer Perceived Value which is aligned with the research
objective of this article, that is, identification of MTPV dimensions and study different practices
of Islamic culture. For better understanding, as a sample 537 Muslim Tourists were tested and
validated and the result of the same would be effective for different tourism companies for their
mass marketing strategy in order to stand out in the competition of a dynamic marketplace.
Additionally, it has also been discussed the rational and economic valuations of Muslim
tourists. The products and services provided can be perceived as a subjective and dynamic value
that includes the emotional reactions of the tourists (Eid & El-Gohary, 2015)
In the Research Methodology section, primary research has been conducted where
information was accumulated from the database of the Muslim Tourists. As per the Islamic faith,
the spiritual and secular are evolutionary. For the Islamic marketing attribute, different
international tourism organisations located in Egypt, UK and UAE have the proper access to the
database of the Islamic tourism concept. Moreover, reliability analysis, exploratory factors,
confirmatory factors under the analysis and result section has been taken into consideration.
Moreover, for the tourism organisations that are focusing entirely on the Islamic customers are
also required to pay sheer focus on the Shari’ah principles which is important for every Muslim
customer and proper Muslim deeds were to be executed and also in a proper way only then it
would be accepted. This aspect would be essential for every international tourism organisation to
focus for their marketing strategy (Eid & El-Gohary, 2015)
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References
Eid, R., & El-Gohary, H. (2015). Muslim tourist perceived value in the hospitality and tourism
industry. Journal of Travel Research, 54(6), 774-787.
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