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Unveiling spiritual journeys: Exploring perceived values, satisfaction, and revisit intentions in Muslim religious tourism

Liasuhaida Bardan et al.

Tourism and Hospitality Management2026https://doi.org/10.20867/thm.32.3.6article
ABDC C
Weight
0.50

What the paper says

Purpose – This study examines the impact of multidimensional perceived values— encompassing quality, emotional, social, price, Islamic, and wellness—on satisfaction and revisit intention among Muslim religious tourists. Focusing on optional spiritual journeys beyond Hajj, the research offers insights into the distinctive behavioral drivers shaping experiences in this growing niche tourism sector in Malaysia. Design/Methodology/Approach – A mixed-methods approach was adopted. Quantitative data were collected through a structured online questionnaire completed by 280 Muslim respondents and analyzed using PLS-SEM. To enrich and contextualize the findings, qualitative interviews were conducted with 12 participants to explore deeper emotional and experiential dimensions. Findings – Emotional, wellness, and quality values were found to significantly influence satisfaction, while emotional, Islamic, and social values were key drivers of revisit intention. Price and Islamic values were perceived as essential but did not significantly impact satisfaction, suggesting they are baseline expectations rather than satisfaction enhancers. Qualitative insights revealed that spiritual resonance, emotional healing, and a sense of inner peace were more important than cost or standard religious amenities in shaping positive experiences. Originality of the research – This study introduces the Muslim Tourist Perceived Value (MTPV) framework, offering a holistic understanding of Muslim religious tourists’ motivations and satisfaction. It advances theory by emphasizing emotional and wellness dimensions in non-obligatory religious travel contexts.

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https://doi.org/https://doi.org/10.20867/thm.32.3.6

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@article{liasuhaida2026,
  title        = {{Unveiling spiritual journeys: Exploring perceived values, satisfaction, and revisit intentions in Muslim religious tourism}},
  author       = {Liasuhaida Bardan et al.},
  journal      = {Tourism and Hospitality Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.20867/thm.32.3.6},
}

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Unveiling spiritual journeys: Exploring perceived values, satisfaction, and revisit intentions in Muslim religious tourism

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.