Exploring the Muslim-friendly attributes in Taiwan toward travels’ visit decision: the moderating role of religiosity

Exploring the Muslim-friendly attributes in Taiwan toward travels’ visit decision: the moderating role of religiosity

This study aims to explore the Muslim-friendly attributes in non-Muslim countries, such as Taiwan, from the perspective of Muslim travelers while deciding whether to visit a non-Muslim destination. The total number of respondents was 233 Muslim travelers who had decided to visit Taiwan. This study e...

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Bibliographic Details
Main Authors: Achlan Fahlevi Royanow, Putri Rizkiyah, Ali Muhtasom, Amirosa Ria Satiadji, Saiful Fahmi, Li-Wei Liu, Pahrudin Pahrudin
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Social Sciences
Subjects:
Muslim-friendly tourism
cognitive destination
affective destination religiosity
visit decision
Taiwan
Hospitality
Online Access:https://www.tandfonline.com/doi/10.1080/23311886.2024.2424471
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Summary:This study aims to explore the Muslim-friendly attributes in non-Muslim countries, such as Taiwan, from the perspective of Muslim travelers while deciding whether to visit a non-Muslim destination. The total number of respondents was 233 Muslim travelers who had decided to visit Taiwan. This study employed Structural Equation Modeling-Partial Least Square (SEM-PLS) second-order analysis to examine the hypotheses of Muslim-friendly attributes on cognitive and affective destination image, religiosity, and decision to visit. The result finds that Muslim-friendly tourism significantly impacts cognitive and affective destination image. Meanwhile, the Muslim-friendly tourism attribute is insignificant in the decision to visit. This study contributes to the Muslim-friendly tourism literature in non-Muslim countries from the perspective of the most-Muslim traveler population country by developing a construct for Muslim tourism destinations regarding the religiosity component. For practical contribution, this study gives insight for traveler agencies, tourism marketers, and stakeholders collaborate to provide Muslim-friendly tourism attributes in non-Muslim countries especially in Taiwan to increase the number of visitors from Muslim travelers.
ISSN:2331-1886

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