UNIVERSITI TEKNOLOGI MARA

MUSLIM CUSTOMER PERCEIVED VALUE (MCPV) AND TOURISTS' TRAVEL DECISION MAKING IN PURCHASING ISLAMIC TOUR

PACKAGE

NURAFIQAH BINTI MOHAMAD MUSA

Dissertation submitted in partial fulfilment of the requirements for the degree of

Master in Tourism Management

Faculty of Hotel and Tourism Management

February 2017

AUTHOR'S DECLARATION

I declare that the work in this thesis was carried out in accordance with the regulations

of Universiti Teknologi MARA. It is original and is the results of my own work,

unless otherwise stated or acknowledged as a referenced work. This thesis has not

been submitted to any other academic institution or non-academic institution for ant

degree or qualification.

I, hereby, acknowledge that I have been supplied with the Academic Rules and

Regulations for Post Graduate, Universiti Teknologi MARA, regulating the conduct

of my study and research.

Name of Student : Nurafiqah Binti Mohamad Musa

Student I.D. No. : 2015884368

Programme : Master of Science (Tourism Management)

Faculty : Hotel & Tourism Management

Dissertation Title

Signature of Student

Date

Muslim Customer Perceived Value (MCPV) and

Tourists' Travel Decision Making in Purchasing

Islamic Tour Package

December 2016

in

AUTHOR'S DECLARATION

I declare that the work in this thesis was carried out in accordance with the regulations

of Universiti Teknologi MARA. It is original and is the results of my own work,

unless otherwise stated or acknowledged as a referenced work. This thesis has not

been submitted to any other academic institution or non-academic institution for ant

degree or qualification.

I, hereby, acknowledge that I have been supplied with the Academic Rules and

Regulations for Post Graduate, Universiti Teknologi MARA, regulating the conduct

of my study and research.

Name of Student

Student I.D. No.

Programme

Faculty

Dissertation Title

Signature of Student

Date

Nurafiqah Binti Mohamad Musa

2015884368

Master of Science (Tourism Management)

Hotel & Tourism Management

Muslim Customer Perceived Value (MCPV) and

Tourists' Travel Decision Making in Purchasing

Islamic Tour Package

M December 2016

in

ABSTRACT

As the Muslim population is growing rapidly, Muslim consumer market should be critically concerned by businesses to satisfy the needs and wants of consumers. The current study attempted to investigate the relationship between Muslim customer perceived values (MCPV) and tourists' travel decision making. Islamic religiosity is the moderating variable in the study to examine its influence towards MCPV and tourists' travel decision making. The researcher focuses on the influence of Islamic religiosity towards maqasid shariah which is the Islamic value dimensions and tourists' travel decision making in order to intensely understand the power of level of religiosity among Muslims in their travel decision making towards travel packages. However, Islamic religiosity only wanted to see its influence towards Islamic value dimensions as adapted from previous research. A total of 396 respondents, consisting of Malaysian Muslim tourists who had purchased Islamic travel package were obtained through convenient sampling. Questionnaires were blasted through online survey by using Google form. Throughout the study, it has been identified that MCPV has significant relationship with tourists' travel decision making. Islamic religiosity only moderates the relationship between protection of religion and tourists' travel decision making. The results of the study can be beneficial for their marketing strategies and for future planning. The acknowledgment of such value dimensions can facilitate tourism industry to grow more well-developed positioning strategy

Keywords: Islamic religiosity, Muslim customer perceived value (MCPV), maqasid shariah tourists' travel decision making

iv

TABLE OF CONTENTS

Content (s) Page

CONFIRMATION BY PANEL OF EXAMINERS ii

AUTHOR'S DECLARATION iii

ABSTRACT iv

ACKNOWLEDGEMENT v

TABLE OF CONTENTS vi

LIST OF TABLES x

LIST OF FIGURE xii

CHAPTER ONE: INTRODUCTION 1

1.1 Chapter Overview 1

1.2 Background of Study 1

1.3 Problem Statement 4

1.4 Research Objectives 6

1.5 Research Questions 6

1.6 Study Framework 7

1.7 Hypotheses 8

1.8 Significance of the Study 9

1.8.1 Academic Perspective 9

1.8.2 Practical Perspective 9

1.9 Definition of Terms 10

1.10 Chapter Summary 11

CHAPTER TWO: LITERATURE REVIEW 12

2.1 Chapter Overview 12

2.2 Muslim Customer Perceived Value (MCPV) 12

2.2.1 Conventional Value Dimensions 14

2.2.1.1 Quality Value 14

2.2.1.2 Value for money 15

2.2.1.3 Emotional Value 16

2.2.1.4 Social Value 16

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