UNDERSTANDING MUSLIM TOURISTS' SWITCHING BEHAVIOR TO MUSLIM-FRIENDLY HOTELS: AN EXTENDED MODEL OF PUSH-PULL-MOORING FRAMEWORK
DOI:
https://doi.org/10.35631/JTHEM.1143028Keywords:
Muslim-Friendly Hotels, Push–Pull–Mooring (PPM) Framework, Pull Factors, Push Factors, Satisfaction, Switching Behaviour, Mooring FactorsAbstract
The rapid growth of the Muslim travel market has intensified competition within the hospitality industry, particularly among accommodation providers seeking to attract Muslim tourists. While the development of Muslim-friendly hotels has expanded in response to this demand, limited attention has been given to understanding why Muslim tourists choose to switch from one hotel to another. This conceptual paper addresses this gap by examining Muslim tourists’ switching behaviour toward Muslim-friendly hotels through the lens of the Push–Pull–Mooring (PPM) framework. Drawing on prior literature in tourism, service marketing, and Islamic hospitality, the study identifies key push factors (low service quality, low satisfaction, low trust, and negative future expectations), pull factors (alternative attractiveness and Shariah compliance), and mooring factors (such as loyalty, habit, and social influence) that jointly shape switching decisions. By integrating religious compliance with conventional service-related determinants, the proposed framework offers a more comprehensive understanding of switching behaviour in a faith-based tourism context.
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