The global religious travel's market is growing tremendously as travelling is now becoming easy and cheap. However, there has been scant literature studying traveller's behaviour toward religious tourism, despite the fact that this sector is growing as the numbers of Muslim travellers are increasing each year. This paper is designed to analyse the impact of perceived value on satisfaction and loyalty toward Umrah tour package services. 190 samples were collected from Malaysian Muslim travellers visiting Mecca for Umrah and the data was analysed using the SmartPLS software. The results showed that the quality of package services and emotional values are significant predictors for the Muslim traveller's satisfaction, and this satisfaction mediates the link between perceived value and loyalty.
|Referentgranskad vetenskaplig tidskrift||International Journal of Islamic Marketing and Branding|
|Status||Publicerad - 2016|
|MoE-publikationstyp||A1 Originalartikel i en vetenskaplig tidskrift|
- 512 Företagsekonomi