Abstract
PurposeThis study aims to examine the factors affecting brand image and consumer satisfaction towards Islamic travel package in Malaysia.Design/methodology/approachThis study used a cross-sectional design and quantitative method in examining the factors affecting the brand image and consumer satisfaction on Islamic travel package. This study has chosen Google form as a platform to collect the data.FindingsThe findings revealed that product quality, Islamic physical attribute and Islamic belief have a significant positive effect on brand image and consumer satisfaction. The findings confirmed that product quality, Islamic physical attribute and Islamic beliefs are the crucial tools for brand image that leads to the satisfaction of Muslim consumers on the Islamic travel package.Originality/valueThis paper addresses understudied aspects of brand image and consumer satisfaction towards Islamic travel package in Malaysia. It provided useful insights into the product quality, Islamic physical attribute and Islamic belief on brand image and consumer satisfaction towards Islamic travel packages. Tourism companies should improve and update their package based on the religious perspective to attract Muslim consumers.
Highlights
Entrepreneurial activities in tourism sector has been known to be one of the most powerful economic strategies for quite some time, as one of the most effective approaches for developing a country’s economy and sustaining its competitiveness
3.2 Sample selection and data collection The target population for this study was customers who participated in Islamic travel package from several companies that offer Islamic products and services
4.1 Descriptive analysis The data were collected from customers who participated in Islamic travel package
Summary
Entrepreneurial activities in tourism sector has been known to be one of the most powerful economic strategies for quite some time, as one of the most effective approaches for developing a country’s economy and sustaining its competitiveness. It was assumed that the Muslim population is about 2.14 billion in 2018 and increases to 2.25 billion in 2019 (Muslim Population Worldwide Data, 2019). The increase of 1.84 per cent in the number of Muslim population is advantageous for the market of Muslim consumers. The Islamic travel packages have become the concern of the Halal tourism market. The information on Muslim behaviours and need can be used to develop the image and offer an Islamic travel package that matches the requirements of the new market. According to Eid (2013), a better understanding of Muslim consumer will allow the tourism activities to expand the Islamic travel package
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