ACCOMMODATION NEEDS AND PREFERENCES AMONG INTERNATIONAL MUSLIM STUDENT TRAVELERS

Abstract

The Muslim tourist segment is regarded as one of the demanding segments in the tourism industry at the current state. It is understood that Muslim travelers prefer to select tourist destinations that bear Islamic elements thus allowing for activities to be done based on religious norms. This would include facilities for prayers, having Halal food and beverages, are liquor-free, and abide by Islamic dress codes; among others. These elements undoubtedly will provide an enriching experience during their travels. Therefore, the aim of this paper is to investigate Muslim travelers’ perception regarding accommodation experiences that Muslim travelers encounter during their stay to realign with Muslim traveller’s needs and preferences. As this study is exploratory in nature, a qualitative research design is applied and 14 international Muslim informants who have travelled internationally were interviewed during the data collection process. The findings revealed that Muslim travelers seek accommodation that offers special necessities for Muslim travelers, located in a suitable location, and chooses the accommodation that offers a favourable service experience. This study has supported previous literature on enhancing Muslim customers’ experience in terms of accommodation provision worldwide. Furthermore, the findings aid in enhancing the needs and preferences of Muslim travelers during traveling hence supporting the growth of Halal tourism. It is seen that tourist destinations and facilities that can provide the faith-based needs required by Muslim tourists will exceed in the creation of a memorable and meaningful tourist experience.