Muslim-friendly tourist destination image in travel and hospitality industry: Conceptualization and scale development

Abstract

The image of a place is subjective and open to change: it depends on an individual's perspective and cultural background. Notwithstanding years of research on destination image, no attempt has been made so far to evaluate the Muslim-Friendly Tourist Destination Image (MFTDI) in the travel and hospitality industry, in which Muslim visitors not only evaluate cognitive and emotional attributes but also Muslim-friendly attributes. In this research a qualitative research and literature review was carried out to develop the items of the proposed scale. The study began with a pilot study in which a committee of experts, and focus groups reduced the topic quantitatively and qualitatively. A follow-up quantitative assessment was then carried out to evaluate and authenticate the suggested scale, using two studies (n1 = 481 and n2 = 269). The significance of the proposed scale was conceptually justified. The scale measured reliability, discriminant validity, convergent validity, and external validity. As a result, the outcomes suggest that the 31 items to be considered fall into three factor categories: cognitive, emotional, and Muslim-friendly qualities. Finally, this paper assesses the article's significant implications for theory and practice, as well as its limitations.