Article on:

TOURIST SATISFACTION TOWARD DESTINATION

CHOICE IN MALAYSIA; STUDY OF FOREIN

MUSLIM PROSPECTIVE

Marketing Management

Submitted to: academia.edu

SUBMMITED BY:

Vahid Meysami

TABLE OF CONTENTS

1. INTRODUCTION………………………………………………… 3

2. BACK GROUND OF STUDY …………………………………… 3

3. PROBLEM STATEMENT ………………………………………. 5

4. OBJECTIVES OF STUDY ………………………………………. 6

5. SIGNIFICANT OF STUDY …………………………………….. 6

6. LITERATURE REVIEW ………………………………………… 7

7. RESEARCH METHODOLOGY ……………………………….. 13

8. DATA ANALYSIS ……………………………………………….. 15

9- STATISTICAL ANALYSIS …………………………………….. 21

10. CONCLUSION …………………………………………………. 252

11. REFFRENCESS ………………………………………………… 26

1. Introduction:

Tourism is a major market in the Islamic countries (Hanie, 2010)

although most of the Islamic countries are in the third-world

countries. Tourism is the second highest foreign exchange earner

in Malaysia. Today’s travel and tourism industry has grown into a

global economic powerhouse whose combined direct and indirect

impact on the world economy, according to the World Travel & Tourism

Council (WTTC), in 2012 was US$1.2 trillion; 260 million jobs; US$70

billion in investment and US$1.2 trillion in exports.  All this

represented 9% of the world economy last year; one in 11 jobs

globally; 5% of its economic investment and 5% of its exports. 

Along the way, in 2012, international tourism surpassed 1 billion

visitors globally for the first time in history and China became

the world’s largest spender in international tourism by spending

US$102 billion, surpassing Germany and the US.

3

While year-end figures for 2013 are not yet available, the

industry is projected to remain strong this year despite ongoing

challenging economic conditions. Better still, travel and

tourism’s contribution to the world’s GDP over the next 10 years

is set to grow by 4.4% on average each year and to outpace the

growth of the wider economy and other industries such as retail

and public services.

A recent study released by Singapore-based halal travel

specialist Crescentrating and DinarStandard has expected influx

of Muslim holidaymakers over the next decade. The study,

conducted in 47 countries, found that spending by Muslim tourists

is growing faster than the global rate and is forecast to reach

$192 billion a year by 2020, up from $126 billion in 2011. (NST,

17th January 2013).

All these show that how big the effect will by having this

tourism sector, not only to the world but also to the country

especially in the afford of the economy development Furthermore,

is Islam also encourage people to go for travel for special

reason which will discuss after this.

4

2.Background of study:

One can look for the reasons that why people like to travel,

through exploring these reasons internally and externally. People

usually describe the reasons for traveling by addressing their

internal needs or external factors which persuade them to travel

to a foreign destination. However, tourism motivations differ

from one person to another; everyone can have different reasons

for traveling.

The Quran explains in Surah Al-Ankabout, 20 on the purpose of travel:

“Travel through the earth and see how Allah did originate creation; so will Allah

produce a later creation: for Allah has power over all things.”

Likewise, in Surah Al-an’am urges people to roam about the earth

to consider the destiny of those who proceeds them, especially

those who cast aspersion on God’s Word, says;

“Travel through the earth and see what was the end of those who rejected truth.”

Thus, based on these quotes from Quran, Muslim are encouraged to

do so for historical, social, and cultural encounters, to gain

knowledge, to associate with others, to spread God’s word and to

enjoy and appreciate God’s creations. To predict tourists’

behavior, tourism marketers must concentrate on their behavior

which is consisted of their needs, motivations and benefits.

5

In this project we would like to propose on “Push and Pull” (Uysal

and Hagan, 1993) factors that should not be regarded as performing

on a free stand basis. In addition, it also advocates that there

is an interrelated and interconnected relationship between push

and pull motivation factors and these two should not be regarded

as completely functioning independently. It is also explain when

people decide to go on a vacation their choice of favorable

destination, there always would be predictable based on their

needs and desires so it can be concluded that rationally, push

factors are followed by pull factor.

6

As we can see on the chart, the Islamic attribution would be the

main point in generating the tourist’s satisfaction. For example,

the attributes of Islamic hospitality and the government

procedure especially on Muslim in person.

3.Problem StatementPeople with different religions, have different cultures, social

norms, beliefs and behaviors since religion shapes them in high

extend. Islamic attributes are crucial to Muslims when choosing

their travel destinations. These include the difficulty facing

for Muslim tourist to find places and countries that may provide

facilities and hospitality with Islamic requirements. It used7

criteria including the level of safety in a country, the ease of

access to halal food and prayer facilities, and whether hotels

catered to the needs of Muslim guests also Muslim holiday makers

may seeking for halal food or any other Islam compliant

services. Religion can impact motivation and satisfaction of

tourists. In addition, Islamic attributes can have a positive

effect on Muslim tourist. Thus, in this project we would like to

focus on four major aspects on how these four can influence

people in making their decision for travelling. These four

aspects are; financial, political, cultural and also

respectfulness.

4.Objective of the Study

Basically the objective of this study is to do the analysis on

the current market situation of Muslim tourist also the constrain

having by both Muslim and non-Muslim tourist to visit on Muslim

country and its requirement. This study also will answer the

below question:

1) How Islamic attributes can affect the relationship between

travel motivation and preferred selection of country?

2) What is the perception of Non-Muslim they visit a Muslim

country like Iran with strong Islamic attributes? And what are

the best marketing tools to attract on this market segment?

8

5.Significant of the Study

To create a great Muslim economic growth

By having a great number in tourism sector may increase the

country economy as it contributes a lot to the income of the

company. This, in return, will provide significant economic

returns to the country especially to Muslim country as well as

creating employment opportunities to the citizen.

To find the best marketing plan especially to attract on

non-Muslim tourist to visit to Islamic country

The best marketing plan is to use the right marketing position

after segment the market. After going through all the marketing

plan stage by doing this research we would be able to decide on

the right marketing plan on the purpose of getting non-Muslim

tourist to visit on Muslim country.

To expose and to sell on Islamic knowledge and history

One of the reason people loves to travel is to get the historical

knowledge of the visiting country. If we know how to attract

people to visit to Islamic country, the legacy of Islam will

become famous and well known to the eyes of the world. People

will find it interesting and will be eager to know deeper on the

history and the knowledge.

9

6.Literature Review

Approximately one and a half billion Muslim in this world

today, making Islam as one of the leading religions globally.

Nowadays, spiritual tourism among Muslims is observed to be

taking on a different dimension and many international festivals,

seminars and conferences are being organized to draw Muslims

together to integrate their professional, spiritual and

intellectual capabilities. These festivals invite Muslim and non-

Muslim all over the world to newly created spiritual

destinations. For example, the Bumitra Islamic Tourism Expo

organized in Malaysia in February 2009 and the annual

“International Halal Product Expo” successfully organized in

Brunei are a far cry from the traditional Islamic places.1

In Islam, religious and spiritual journeys are divided into

three types, hajj/umrah, rihla, or Ziyara. Ziyara, is described

as a Muslim’s journey to visit the shrines, mosques, or

monasteries for spiritual growth and devotion towards the famous

spiritual people. While, Rihla is a Muslims journey in search of

knowledge, commerce, health or research. Should spiritual tourism

marketing be made to promote to non-Moslems, hence the first type

of spiritual tourism; hajj or umrah (pilgrimage) should be

ignored since non-Muslims are restricted to visit Mecca.

1 Haq, Wong, 2010, pg 136-148, Journal of Islamic Marketing, Is spiritual tourism a new strategy for marketing Islam?

10

From the Quran, chapters in brackets and the verses cited at

Al-Imran (The Amramites): 137; Al-An’am (Livestock): 11; Al-Nahl

(The Bee): 36; Al-Naml (The Ant): 69; Al-’Ankaboot (The Spider):

20; Al-Room (The Romans): 42/9; Saba’ (Sheba): 18; Yousuf

(Joseph): 109; Al-Hajj (The Pilgrimage): 46; Faater (Initiator):

44; Ghafer (Forgiver): 82/21; Muhammad: 10; Younus (Jonah): 22;

and Al-Mulk (Kingship): 15’ (Pickthall, 1976; Yusuf Ali, 2005) ,

endorse travelling with goals to better or evolved spiritually,

physically and socially.2 But, Islamic tourism sometimes makes

Non-Muslim tourists feel a little bit hard to follow Muslim’s

Law. Hamira Zamani and Joan C. Handerson had done a research

regarding on religion doctrine like principle of Islamic Law can

affected the tourism policy of the country. They had chosen Saudi

Arabia and Iran as the population for sample. The hypothesis had

been accepted because both of these countries have been invited

by only the inbound tourists that stay outside from those

countries. The outbound tourists prefer to choose the other

countries seem The Islamic Law is a little bit make their holiday

or vacation is less enjoyable since they need to follow the

Islamic Law that maybe a little hard to follow for them.3

2 Zamani-Farahani, Henderson, 2009, pg 79-89, International Journal of TourismResearch, Islamic Tourism and Managing Tourism Development in Islamic Societies: The Cases of Iran And Saudi Arabia3 Zamani-Farahani, Henderson, 2010, Islamic Tourism and Managing Tourism Development in Islamic Societies:The Cases of Iran and Saudi Arabia

11

From the Islamic perspective, the verses cited meant to

encourage man to travel to seek firsthand the beauty and bounty

of God’s creation, that shall then promote complete submission to

Him and reinforces one’s faith of His greatness through grasping

the smallness of oneself. Travelling leads to acquisition of

knowledge as well as a test of patience and perseverance.4 A

study conducted qualitatively within the context of another

Islamic country, Malaysia agrees with the concept of Islamic

tourism that was said to be in relative of the concept of

business in Islam through the only sacred goal; that is by

submission to Allah s.w.t. Thus, encouraged by it teachings,

Islam and tourism of many sorts is compatible.5

However, the impacts on tourism of Islam, vary across the

variety of Muslim societies and countries. Especially in Iran and

Saudi Arabia, where the tourism impact is seen most due to

perhaps the strong power held by both theocracies and religion

through the conduct and functioning politically, socially and

economically, thus, creating the relative drawback from the

tourists of developed countries who are major international

contributors. A state religion can be a serious barrier to

tourism development, but at the same time it must be admitted

that certain types of development are not always wanted and the

absence of large numbers of Western tourists might be hailed as4 Zamani-Farahani, Henderson, 2009, pg 79-89, International Journal of TourismResearch, Islamic Tourism and Managing Tourism Development in Islamic Societies: The Cases of Iran And Saudi Arabia5 Laderlah et al, 2011, A Study on Islamic Tourism: A Malaysian Experience

12

highly desirable by officials and residents. Nevertheless, there

is awareness of the economic value of these markets, and tensions

therefore arise among religious, political and commercial

imperatives. These pose a dilemma for authorities and it will be

interesting to monitor attempts at resolution in the years ahead.

In the context of United Arab Emirates, especially Dubai

whose tourism development objective is to be at the top of the

world, strains to deliver the challenge by setting maximum

standards. Nevertheless, the promise can only be accomplished if

the destination brand can be established, implemented and

maintained. A study was conducted to identify the challenges

faced by the hospitality industries in developing an Islamic

hospitality identity and indigenous styles of management. The

research critically accounts for the altering nature of skills

needed by localized hospitality managers and industry in general

to keep in pace especially with dynamic customer demands and

increasingly sophisticated market. Such phenomenon affected the

delivering for the hospitality and tourism brand; lived by both

customer and server.

There are a few things that can attract the Muslim’s tourists to

the certain places or countries. The Muslim’s tourists especially

who are in the middle age prefer the place that provide

facilities that make them easy to access the needed as Muslim

which is easy to find halal food, provide the place to pray, the

pray timetable and provide the direction of Qiblat. For the13

hospitality, the Muslim tourists also recommend to stay the hotel

that far from red-light area, hotel that provide staff in charge

that wear proper uniform and female staff that can provide

service to female tourists.6 Therefore, as long as the workforce

continues to cater for the international consumer and consider

the cultural nature of the hospitality and tourism industry,

local employment representation will be perceived as a

politically appropriate paradigm and a necessary stimulant for

socio-cultural identification; both in destination management

terms and economic profile. The role of industry leaders is

becoming extremely crucial for the success of the development

plans of the region, including the development of new ideas and

initiatives within a globally recognized and highly dynamic

economy. There is an imperative need for teaching programs to

embrace research and scholarships, particularly in terms of

related managerial sciences to build a better understanding of

the connections between culture, destination management and

leadership, even though higher education is still in a relatively

evolving state in the UAE.7

Amongst academicians and industry practitioners, both of public

and private sectors, the sustainability of rural tourism is

another growing literature. Within the context of Iran, where

6 Mohamed Battour, Mohd Nazari Ismail1 and Moustafa Battor, (2011) The Impact of Destination Attributes on Muslim Tourist’s Choice.7 Stephenson, Russel, Edgar, 2010, pg 9-24, Journal of Islamic Marketing, Islamic hospitality in the UAE:indigenization of products and human capital

14

government maneuvers initiatives to promote the increasing

importance to tourism in rural settings, given that prior

attention should be given foreseeing the role of rural tourism as

a tool of the economic development. A qualitative study was

conducted in traditional Kurdish villages in Hawraman, a

mountainous region west of Iran. As the heart of pre-Islamic

Zoroastrian custom, they are strictly traditional and religious.

With the distinguishable impacts of socio-cultural alterations

that arise from interactions between locals and tourists,

unprecedented changes in ways of life that partly attributed to

tourism were especially observed in the easily influenced younger

generations. Environment awareness and conservation heightens as

tourism is seen to have negative impacts. Economic rewards were

perhaps the most welcome. Unsurprisingly, vested interests

exercised an influence and those who gained most from tourism

were likely to be more enthusiastic in its support.

Dissatisfaction with government and its tourism strategy was a

dominant theme of discussions and there was a divergence between

the aims of rural tourism projects and the manner in which

execution had been attempted, stated goals proving elusive.

Perhaps unrealistic objectives were set by policy makers and

planners who had insufficient experience and expertise and that

the expectations of villagers about tourism's contribution to

economic and social revitalization were over-optimistic.

Therefore, tourism cannot be seen as the key growth for rural

economies and economic activity approved by residents in Iran,15

rather, a supplementary assistance in development. If progress is

to be made, opposition and concerns about tourism cannot be

ignored and must be addressed effectively.8

A research was conducted to study the effects of Word of

Mouth on inbound tourists’ decisions to travel to Islamic

destinations with Iran as the destination. From the study,

findings shown that WOM does affect 81% of the decision of

tourists and that socio-demographic characteristics including

gender, nationality, and previous experience of travelling

associated with WOM was among the prospective. The results of

this study proved an important implication for both marketers and

managers of tourism destinations. Decision makers need to study

their tourism destinations carefully if they are going to

establish a strong presence in comparison with other

destinations, taking into consideration the supplying of products

and services provided.9

Media electronic also can be a factor to market the tourism

of the country. The researcher has indicated two streams relate

to religion and internet. Which is as medium to spread the

information about religion (one way communication) and one more

stream is to share information about religion through online

conference and forum (two ways communication). In Malaysia, if we8 Gaderi, Henderson, 2012, pg 47-54, Tourism Management Perspectives, Sustainable rural tourism in Iran: A perspective from Hawraman Village9 Reza Jalilvand, Neda Samiei, (2011) The Effect Of Word Of Mouth On Inbound Tourist’s Decision For Travelling To Islamic Destinations (The Case Of IsfahanAs A Tourist Destination In Iran)

16

make the comparison of official Destination Marketing

Organization’s(DMO) website between peninsular Malaysia and East

Malaysia, the Peninsular Malaysia are more to religious because

they are always update the current religions activities and

always update the prayer time and the list of restaurants that

provide halal food. It is also can make tourist become easier to

find information that related about their religion. But still

they more focused on uncontroversial elements like culture,

history and nature in order to advertise Malaysia to the world.10

Furthermore, there is a need to expand elements of

scholastic applications beyond western perspectives to embrace

our understanding of local cultural models of learning and

development, also presenting more practical and appropriate

approaches to managing and developing hospitality in an Islamic

setting and context.11

As we already know, one of the reason the tourists visit the

place that they want is because want to see and experience the

culture, the nature and the adventure of that place. Since Europe

and US culture and adventure had been too common since they were

always advertise it in commercials and movies, most of tourists

already lost their interests to go there. Most of regular

10 Noor Hazarina Hashim, Jamie Murphy, (2007) Islam and Online Imagery on Malaysian Tourist Destination Websites11 Jalilvand, Samiei, 2012, pg 12-21, Journal of Islamic Marketing, The effectof word of mouth on inbound tourists’ decision for traveling to Islamic destinations (the case of Isfahan as a tourist destination in Iran)

17

tourists or travelers preferred to go to uncommon, fresh and rare

place like Egypt that have ancient monuments, the Nile, the holy

sites in Palestine and prime locations in major cities such as

Beirut, Jerusalem, and Damascus. Sites such as the Temple of

Jupiter in Ba’albeck, Dome of the Rock and the Church of the Holy

Sepulchre in Jerusalem, the Umayyad Mosque in Damascus, the ruins

of Palmyra, and the rose-cut city of Petra were popular sites

among tourists. Furthermore, the currency of these places is

lower if we want to compare to European and US currency. So, the

tourists felt less burdened regarding on financial issue.12

But, the tragedy of 9/11 gives a surprise effect to the

Muslim Tourism. The writer assumes that there will be deduction

number of tourists that go travel to Islamic Region like Middle

East and Islamic oriented countries. But it’s happened

oppositely. The number of tourists travel to Islamic region

remain as the same but the number of tourists going travel to

European countries and USA decrease tremendously since Muslim

tourists felt uninterested to go spend their holiday there. It is

because of the mentality of most European and US people who

already put the double standard to the Muslim people and labelled

them as ‘terrorist’. This issues make Arabs and Muslim tourists

spontaneous react to spent their holidays in the region and

avoided European and North American Destinations, saved many

national tourism industries from collapse.. Al-Hamerneh and12 Rami F. Faher,(2007) Tourism in the Middle East

18

Steiner state that the patterns of tourism around the world are

shifted since the triple shock of 9/11 which is WTC attack, and

series of bombing targeting tourist’s locations in Bali, Tunisia,

and Morocco international tourism13.

Even though the tourism industry at Arab’s World did not

effected after all, but the tourists still felt unsafe to stay

there for a long time because of the internal conflict among

politician/triad. The security’s level at almost all of Arab

countries is still unstable and insecure. For example Iraq,

Syria, Palestine, Tunisia. After the crisis of Domino Effect that

happened at North Africa, the people of Tunisia try to overtake

the government. This revolution’s spirit spread to Libya, Egypt

and Syria currently. It makes tourist felt unsecured to travel or

visit that place. 14

Therefore, the issue of stability and security at Arabs

World and Middle East Issue need to be settle down as soon as

possible. This is because sooner or later this involving

political violence, trigger public outrage or intimidation will

affect the tourism industry hence will give the bad impact to the

nation’s revenue. Sevil and Yiorgos recommend practitioners,

government agencies, and academicians give an effort to find the

solution for this problem. Even this problem are so unique and

difficult to resolve since there are a lot of parties involve in13 Waleed Hazbun,(2003) A New Agenda for Tourism Development in the Arab World14 Al-Hamarneh & Steiner,(2001) Islamic Tourism: Rethinking the Strategies of Tourism Development in the Arab World After September 11.

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certain conflict, but this ‘prevent group’ need to have their own

goal and destination to resolve this situation.15

7.RESEARCH DESIGN AND METHODOLOGY

In this research project, we use quantitative method. This type

of research design will help to determine, evaluate the

reliability of the data collected and significantly effect of

Independent variables (IV) on Dependent variable (DV).

The target population of this study is the foreign Muslim tourist

in Malaysia. Data collected method was distributing

questionnaire. A self-administered questionnaire has been

distributed among 60 participants from different nationalities

and different level of education.

15 Sevil F. Sönmez, Y. Apostolopoulos, and P. Tarlow,(1999) Tourism in Crisis: Managing the Effects of Terrorism, article 13

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Financially

Destination

Choice

Malaysia

Respectfulness

Islamicatmosphere

The questionnaire consists of 6 sections which is section A, B,

C, D, E and F.

Section A : Demographic information

Section B : This section helps the researcher to understand

how Islamic atmosphere effect on foreign Muslim tourist

satisfaction toward destination choice in Malaysia.

Section C: This section helps the researcher to understand

how respectfulness effect on foreign Muslim tourist

satisfaction toward destination choice in Malaysia.

Section D: This section helps the researcher to understand

how low expenses effects on foreign Muslim tourist

satisfaction toward destination choice in Malaysia.

Section E: This section helps the researcher to understand

how geographical varieties effects on foreign Muslim tourist

satisfaction toward destination choice in Malaysia.

Section F: This section help to the researcher to understand

that how Islamic atmosphere, Respectfulness, financial

21

Geographical attractio

concern and Geographical attraction effects on Muslim

tourist`s destination choice.

For these sections, respondent has to circle on their preferred

answer on a 5-point rating scale, from strongly disagree (1) to

strongly agree (5).

We use SPSS (Statistical Package for Social Sciences) for the

analyzing data. Descriptive analysis and reliability tests can be

obtained. Next are factor analysis (EFA) and multiple regressions

to test the hypothesis.

The duration of this research project is around 2 month.

8.DATA ANALYSIS

Frequencies

Statisticsnationali

tyage Gender education religion occupatio

nincome

NValid 60 60 60 60 60 60 60Missing 0 0 0 0 0 0 0

We are using 60 participations in doing this survey which came from different background. And we decided to categorized the

22

participants based on 6 different segments which are; nationality, age, gender, education, religion, occupation and income.

NationalityFrequency Percent Valid

PercentCumulativePercent

Valid

Local 1 1.7 1.7 1.7International

59 98.3 98.3 100.0

Total 60 100.0 100.0

The table shows that nationality of the participants if 98.3 % for international and another 1.7 % is go for local.

Age

23

Frequency Percent ValidPercent

CumulativePercent

Valid

13-22 2 3.3 3.3 3.323-32 53 88.3 88.3 91.733-42 5 8.3 8.3 100.0Total 60 100.0 100.0

The table shows that 88.3% of the participant’s age are between 23-32 years, 8.3% are between 33-42 years old, and 3.3 are between 13-22 years old.

GenderFrequency Percent Valid

PercentCumulativePercent

ValidMale 44 73.3 73.3 73.3Female 16 26.7 26.7 100.0Total 60 100.0 100.0

The table shows that 73.3 % of the participants were male and 26.7 % of them were female.

24

EducationFrequency Percent Valid

PercentCumulativePercent

Valid

Diploma 2 3.3 3.3 3.3bachelor_degree

10 16.7 16.7 20.0

master/PhD 48 80.0 80.0 100.0Total 60 100.0 100.0

The table shows that about 80 % of the participants were master and PhD students, 16.7% were with bachelor degree students and 3.3% were diploma student.

25

ReligionFrequency Percent Valid

PercentCumulativePercent

Valid Muslim 60 100.0 100.0 100.0

The participations is 100% Muslim.

26

OccupationFrequency Percent Valid

PercentCumulativePercent

Valid

Staff 3 5.0 5.0 5.0Professor

1 1.7 1.7 6.7

Business 2 3.3 3.3 10.0Student 54 90.0 90.0 100.0Total 60 100.0 100.0

The table shows that 90 % of the participants are students, 5.5% are 3.3 % are business man, and 1.7 % are professors.

27

IncomeFrequency Percent Valid

PercentCumulativePercent

Valid

less than 400 RM

18 30.0 30.0 30.0

400-1000RM 28 46.7 46.7 76.7more than 1000RM

9 15.0 15.0 91.7

4 5 8.3 8.3 100.0Total 60 100.0 100.0

This table shows that 46.7 of the participants have income less than 400 RM, 30 % have income between 400 RM and 1000 RM, and 15 % of the have income more than 1000 RM.

28

9.STATISTICAL ANALYSIS

Factor Analysis

KMO and Bartlett's TestKaiser-Meyer-Olkin Measure of Sampling Adequacy.

.698

Bartlett's Test of Sphericity

Approx. Chi-Square 450.801df 120Sig. .000

29

In this table, KMO is 698, as the KMO must be >0.05 therefore ourresult is quite acceptable in this study.

The factor analysis was used to test the 25 factors. The Kaiser-

Mayer-Olkin measures if the sample is adequate or not. Usually

the rule of thumb for the cutoff point is 0.6, since our result

is higher than 0.6 we can be proceed with factor analysis.

Model SummaryModel R R Square Adjusted R

SquareStd. Errorof theEstimate

1 .780a .609 .588 .356a. Predictors: (Constant), FAC7_1, FAC4_1, FAC3_1

CommunalitiesInitial Extracti

onIA1 1.000 .640IA2 1.000 .783IA3 1.000 .763IA4 1.000 .576IA5 1.000 .558IA6 1.000 .763R3 1.000 .752R5 1.000 .777FE1 1.000 .739FE2 1.000 .726FE3 1.000 .817

30

FE4 1.000 .699FE5 1.000 .731GA2 1.000 .687GA4 1.000 .847GA5 1.000 .571

Regression analysis was used to either accept or reject or null

hypothesis. Result for the Muslim tourists’ destination choice

shown the following three tables. Result of study indicated that

(R2 for this model is 0.609 even though more than 80% is

recommendable, more than 60% is also acceptable in social

science), 61% explained Muslim tourists destination choice toward

Malaysia. this explanation was by the four independent variables

namely; 1- Islamic Atmosphere 2- respectfulness 3-financialy

economic 4-geographical attraction with a significant F value of

29.076being significant as p<0.000. Muslim tourists Destination

choice for respectfulness is not significant, hence the three

other independent variable which effect destination choice of

Muslim tourists are significant. Moreover it has a strong

positive relationship between all independents variable and

Dependents variable which is Malaysia as a destination choice for

Muslim Tourists.

Rotated Component Matrixa

Component1 2 3 4 5

IA1 .644

31

IA2 .848IA3 .774IA4 .711IA5 .710IA6 .840R3 .793R5 .792FE1 .739FE2 .774FE3 .875FE4 .800FE5 .809GA2 .730GA4 .845GA5 .658

After the rotation matrix was run, few items were deleted due to

cross loadings whereas for the dependent variable all loaded

together and no items were deleted. These variables can be used

for further analysis.

ANOVAa

Model Sum ofSquares

df Mean Square F Sig.

1

Regression 11.074 3 3.691 29.076 .000b

Residual 7.109 56 .127

Total 18.183 59a. Dependent Variable: DC1b. Predictors: (Constant), FAC7_1, FAC4_1, FAC3_1

32

Regression analysis was used to either accept or reject or null

hypothesis. Result for the Muslim tourists’ destination choice

shown the following three tables. Result of study indicated

that(R2 for this model is 0.609 even though more than 80% is

recommendable, more than 60% is also acceptable in social

science), 61% explained Muslim tourists destination choice toward

Malaysia this explanation was by the four independent variables

namely; 1- Islamic Atmosphere 2- respectfulness 3-financialy

economic 4-geographical attraction with a significant F value of

29.076being significant as p<0.000. Muslim tourists Destination

choice for respectfulness is not significant, hence the three

other independent variable which effect destination choice of

Muslim tourists are significant. Moreover it has a strong

positive relationship between all independents variable and

Dependents variable which is Malaysia as a destination choice for

Muslim Tourists.

This ANOVA table shows that the significant rate is 0.000 which means there is a statistically significant effect between our independent variables and our dependent variable which is Destination choice of Malaysia.

Coefficientsa

Model UnstandardizedCoefficients

StandardizedCoefficients

t Sig.

B Std. Error Beta1 (Constant

)4.117 .046 89.495 .000

33

FAC3_1 .119 .046 .215 2.568 .013FAC4_1 .116 .046 .208 2.494 .016FAC7_1 .400 .046 .721 8.626 .000

a. Dependent Variable: DC1

Coefficient Correlationsa

Model FAC7_1 FAC4_1 FAC3_1

1

Correlations

FAC7_1 1.000 .000 .000FAC4_1 .000 1.000 .000FAC3_1 .000 .000 1.000

CovariancesFAC7_1 .002 .000 .000FAC4_1 .000 .002 .000FAC3_1 .000 .000 .002

10. CONCLUSION

This study proved that the foreign Muslim tourists have a great

tendency toward Malaysia as a destination choice because of its

Islamic atmosphere, Geographical attraction and the financially

economic perception. As we expected and reviewed earlier in our

literature review, after September 11 there are less tendency

toward Muslim tourists to go to western countries, because of so

many reasons which mainly is high security checking, so many

questions which would be asked that basically aims the religions

and intention of traveling to destination country. Therefore

these reasons as a pushing factors, push the Muslim tourist to

another destination choice which has the appropriate potential to

attract these tourists, and hopefully this study proved this

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proposal that Malaysia as an Muslim countries with three four

main independent variable such as 1- Islamic atmosphere 2-

Geographically attraction 3- financially economic and 4-

respectfulness can attracted those potential Muslim tourist into

this country.

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