Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.3.6
Unveiling spiritual journeys: Exploring perceived values, satisfaction, and revisit intentions in Muslim religious tourism
Liasuhaida Bardan
; Kolej Komuniti Hulu Langat, Malaysia
Sažetak
Purpose – This study examines the impact of multidimensional perceived values—
encompassing quality, emotional, social, price, Islamic, and wellness—on satisfaction and
revisit intention among Muslim religious tourists. Focusing on optional spiritual journeys
beyond Hajj, the research offers insights into the distinctive behavioral drivers shaping
experiences in this growing niche tourism sector in Malaysia.
Design/Methodology/Approach – A mixed-methods approach was adopted. Quantitative
data were collected through a structured online questionnaire completed by 280 Muslim
respondents and analyzed using PLS-SEM. To enrich and contextualize the findings,
qualitative interviews were conducted with 12 participants to explore deeper emotional and
experiential dimensions.
Findings – Emotional, wellness, and quality values were found to significantly influence
satisfaction, while emotional, Islamic, and social values were key drivers of revisit intention.
Price and Islamic values were perceived as essential but did not significantly impact
satisfaction, suggesting they are baseline expectations rather than satisfaction enhancers.
Qualitative insights revealed that spiritual resonance, emotional healing, and a sense of inner
peace were more important than cost or standard religious amenities in shaping positive
experiences.
Originality of the research – This study introduces the Muslim Tourist Perceived Value
(MTPV) framework, offering a holistic understanding of Muslim religious tourists’
motivations and satisfaction. It advances theory by emphasizing emotional and wellness
dimensions in non-obligatory religious travel contexts.
Ključne riječi
Perceived value, satisfaction, revisit intention, religious tourism, Muslim tourist
Hrčak ID:
346821
URI
Datum izdavanja:
22.4.2026.
Posjeta: 0 *