Marketing a Destination Brand Image to Muslim Tourists: Does Accessibility to Cultural Needs Matter In Developing Brand Loyalty?

Abstract

Worldwide, Muslim travelers are expected to be worth more than US$450 billion by 2026. Ignoring Muslim tourists would be a missed opportunity for any country’s economy that depends on tourism. This study aims to help non-Muslim tourism providers to understand what Muslim travelers require. Specifically, the study posits that accessibility to cultural needs and brand image affects customer satisfaction, which in turn influences brand loyalty among Muslim tourists. Religiosity plays a role as a moderating variable. Quantitative data was collected from 291 Muslim tourists visiting New Zealand that is predominantly a Christian country through online and mall intercept surveys. The study has adopted Hayes’s PROCESS Model 8 to test the mediated–moderated model. The results indicate strong support for the research model. Finally, the study provides some theoretical discussions and strategic managerial implications on how to offer Muslim tourists the best possible experience.