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

PurposeThis 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...

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Published in:JOURNAL OF ISLAMIC MARKETING
Main Authors: Suhartanto, Dwi; Brien, Anthony; Amalia, Fatya Alty; Sumarjan, Norzuwana; Razli, Izyanti Awang; Sutrisno, Rivan
Format: Article
Language:English
Published: EMERALD GROUP PUBLISHING LTD 2024
Subjects:
Online Access:https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001188233900001
author Suhartanto
Dwi; Brien
Anthony; Amalia
Fatya Alty; Sumarjan
Norzuwana; Razli
Izyanti Awang; Sutrisno
Rivan
spellingShingle Suhartanto
Dwi; Brien
Anthony; Amalia
Fatya Alty; Sumarjan
Norzuwana; Razli
Izyanti Awang; Sutrisno
Rivan
Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
Business & Economics
author_facet Suhartanto
Dwi; Brien
Anthony; Amalia
Fatya Alty; Sumarjan
Norzuwana; Razli
Izyanti Awang; Sutrisno
Rivan
author_sort Suhartanto
spelling Suhartanto, Dwi; Brien, Anthony; Amalia, Fatya Alty; Sumarjan, Norzuwana; Razli, Izyanti Awang; Sutrisno, Rivan
Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
JOURNAL OF ISLAMIC MARKETING
English
Article
PurposeThis 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/approachThis 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.FindingsThe 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 implicationsThis 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/valueTo 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.
EMERALD GROUP PUBLISHING LTD
1759-0833
1759-0841
2024
15
5
10.1108/JIMA-05-2023-0150
Business & Economics

WOS:001188233900001
https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001188233900001
title Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
title_short Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
title_full Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
title_fullStr Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
title_full_unstemmed Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
title_sort Driving young Muslim loyalty toward Muslim-majority tourism destinations: the sense of community theory perspective
container_title JOURNAL OF ISLAMIC MARKETING
language English
format Article
description PurposeThis 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/approachThis 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.FindingsThe 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 implicationsThis 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/valueTo 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.
publisher EMERALD GROUP PUBLISHING LTD
issn 1759-0833
1759-0841
publishDate 2024
container_volume 15
container_issue 5
doi_str_mv 10.1108/JIMA-05-2023-0150
topic Business & Economics
topic_facet Business & Economics
accesstype
id WOS:001188233900001
url https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001188233900001
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collection Web of Science (WoS)
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