The causal effect of islamic attributes of destination upon tourist satisfaction and loyalty under mediating roles of perceived trip quality and perceived trip values : a case study of Krabi Province, Thailand

Abstract

Global Muslim travel market is regarded as having high potential in terms of population growth and high expenditure. Yet, it remains relatively untapped. Many previous studies mentioned the effects of Islamic attributes of destination toward motivation to visit as well as tourist satisfaction and loyalty. However, there is a lack of empirical research in non-Muslim country as well as Thailand in particular. Besides, it was also found that perceived trip quality and perceived trip values exert influence over tourist satisfaction and loyalty; little interest has been given to perceived trip quality and perceived trip values in associating with Islamic attributes of destination. As Krabi Province, a non-Islamic destination in southern Thailand, was chosen as a case study, this study aims to determine how tourism organizations in the province can target inbound Muslim tourists and urge their repeat visits via Islamic attributes of destination. On this account, the study was proceeded according to the following objectives (1) to investigate the tourist’s perception of Islamic attributes of destination, and associating variables (perceived trip quality, perceived trip values, tourist satisfaction and loyalty); (2) to examine the influence of Islamic attributes of destination toward tourist satisfaction and loyalty transmitted through perceived trip quality and perceived trip values as mediators; (3) to develop a structural model of the relationships for non-Muslim destinations in particular to Krabi Province.

Built on a review of relevant theories and literatures, questionnaires were distributed to 371 inbound Muslim tourists sampled on quota and purposive methods in Krabi Province. The responses were then analyzed with descriptive and inferential methods including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The result of the analysis demonstrated that the tourist’s perception on overall Islamic attributes of destination was in a good level. In addition, Islamic attributes of destination has a direct but weak effect on tourist loyalty. In contrast, it has no direct effect on tourist satisfaction. However, when interacting with perceived trip quality and perceived trip values, Islamic attributes of destination has much stronger indirect effects than direct effect on tourist satisfaction and loyalty. The finding emphasizes the essential roles of perceived trip quality and perceived trip values in generating favorable outcomes for non-Muslim destination. The structural model developed from the analysis was confirmed by good model fit indices: χ2/df=1.721, GFI=0.929, AGFI=0.902, CFI=0.971, RMSEA=0.044, RMR=0.020 demonstrating that the model fits the data with a satisfactory ability to explain 76% of variance in tourist loyalty. In conclusion, it is recommended that tourism organizations focus on Islamic attributes in necessity of improvement as well as the most effective Islamic attributes in predicting tourist loyalty when formulating marketing strategy. Not less important, they should pay particular attention to perceived trip quality and perceived trip values as key factors for fostering the tourist satisfaction and loyalty. Further research is needed to re-examine Islamic attributes of destination’ effect toward tourist satisfaction and loyalty in different non-Muslim destinations.