Abstract
Religious travel has grown consistently with the growth of the tourism industry worldwide. However, some of the religious based tourism particularly pilgrimage tourism such as Umrah received little attention in the literature although there are 6 million people performing it each year. Thus, this study aims to examine the relationship between the factors influencing information acquisition behavior to gain destination product knowledge in performing Umrah. Survey data from 198 Umrah travelers were analyzed using Partial least squares (PLS) structural equation. The final useful sample consisted of 198 Muslim participants who had travelled to Mecca for Umrah in the last 12 months. Partial least squares (PLS) structural equation was used in data analysis. The results show that the determinants of information search, the purpose of travelling, past experience, quality of information and travel companion affect information acquisition behavior and destination product knowledge. The findings of this study will aid tour operators and travel agents in developing relevant strategies for future business development.
Highlights
Religious travel has grown consistently with the growth of the tourism industry worldwide
This study aims to examine the relationship between the factors influencing information acquisition behavior to gain destination product knowledge in performing Umrah
Partial least squares (PLS) structural equation was used in data analysis
Summary
Religious travel has grown consistently with the growth of the tourism industry worldwide. The religious and spiritual journeys in Islam can be divided into three forms of activity (Haq & Wong, 2010; Timothy & Olsen, 2006). The first activity is performing Hajj, which constitutes one of the five pillars of Islam and is fundamental to Muslim practice. The third activity is called Ziyara, which requires a Muslim to visit the shrines, mosques, or monasteries for spiritual growth (Timothy & Olsen, 2006). A journey to fulfil the requirement for Rihlaor Ziyara, with the purpose of spiritual growth and connection with the Creator is considered to be spiritual tourism (Haq & Wong, 2010)
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