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Abstract
Figures
Introduction
Analysis and Discussion
Conclusion
References
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Geography
Human Geography

MUSLIM TOURISTS' TYPOLOGY IN MALAYSIA: PERSPECTIVES AND CHALLENGES

Profile image of Lina Munirah KamarudinLina Munirah Kamarudin

Abstract

The concept of Islamic Tourism is relatively new and the emergence of Muslim tourists who travel and experience tourism related activities calls for a better understanding of their motivation and typology. Their existence in the past was mostly associated with pilgrimage practices as historically recorded in the visitation to Mecca. However, there is limited research on Muslim expectations that lead to motivation to travel. The current trend among Muslim tourists is not only to relate it to pilgrimage but also as part of the Islamic lifestyle that required them to rediscover Islamic civilization and religious values around the world. This includes activities such as visiting Islamic based attractions for its historic value, socio-cultural value, new theme development from Islamic perspectives and new volunteer activities to less developed Muslim areas. In Malaysia, tourism stakeholders have begun to appreciate the potentials of local tourism products to be promoted to the various Muslim segments of the world market. Each segment is expected to seek both peculiar and universal needs which will influence their motivation and behavior, a part of which is driven by religious considerations. It is important to understand the different Muslim tourist sub-segments in comparison to the mass tourists or other special interest categories that have been adequately covered in the literature. In order to develop a firm grasp of tourist motivation among Muslim travelers, in depth studies on them are essential. Thus, this paper explores the perspective and challenges of Muslim tourism planners and managers to fill the gaps in existing knowledge on this growing segment of the Muslim travel market.

Figures (7)
Motivation can be defined as an emergence of tension from driving force within an individual that impels them to act in order to fulfill their needs and goals (Schiffman & Kanuk, 1997). In the tourism industry, tourists will visit destinations because they have the intention or motivation to do so. Thus, tourists make a visitation to certain destinations because they have been stimulated and motivated by some factors. McCabe (2000) said that motivation is an association of behavior and cognitive dimension that cause people to make a decision. But Gnoth (1997) argued that motivation is influenced by emotion and cognitive factors whereby motivation contains people’s needs and wants. Some of the definition of the generic motivation found in literature review is presented in Table 2. Allan, et al. (2006) identified a new taxonomy of tourist motivations which include binding, bonding, blazing and bracing. Binding tourists are characterized as the participation of tourist in cultural activities that bring solidarity and closeness as a collective group of people. Bonding tourists intend to enjoy social activities by grouping which will strengthen the spirit of togetherness and people-orientedness. Blazing tourists are looking for celebrations and festival with a high degree of uniqueness, originality, strangeness and unfamiliarity than another. Bracing tourists are motivated by tourism activities that required them to respite from daily routine, relax and preoccupied individuals
Motivation can be defined as an emergence of tension from driving force within an individual that impels them to act in order to fulfill their needs and goals (Schiffman & Kanuk, 1997). In the tourism industry, tourists will visit destinations because they have the intention or motivation to do so. Thus, tourists make a visitation to certain destinations because they have been stimulated and motivated by some factors. McCabe (2000) said that motivation is an association of behavior and cognitive dimension that cause people to make a decision. But Gnoth (1997) argued that motivation is influenced by emotion and cognitive factors whereby motivation contains people’s needs and wants. Some of the definition of the generic motivation found in literature review is presented in Table 2. Allan, et al. (2006) identified a new taxonomy of tourist motivations which include binding, bonding, blazing and bracing. Binding tourists are characterized as the participation of tourist in cultural activities that bring solidarity and closeness as a collective group of people. Bonding tourists intend to enjoy social activities by grouping which will strengthen the spirit of togetherness and people-orientedness. Blazing tourists are looking for celebrations and festival with a high degree of uniqueness, originality, strangeness and unfamiliarity than another. Bracing tourists are motivated by tourism activities that required them to respite from daily routine, relax and preoccupied individuals
3. Understanding Tourist Motivation Typology cultural concept of Islamic tourism will help to preserve and conserve the heritage of Islamic products oblivion while also creating new tourism products with the theme of Islamic features. Lastly, the concept religious- conservative is to understand Islam based on a conservative interpretation and understanding of Islam. After these conservative thinking combined with the modern life of the tourism industry, it will triggered a new tourism product choices different from existing products (Al-Hamarneh, 2012; Al-Hamarneh & Steiner, 2004). Table 1 below indicates the meaning of Islamic tourism from previous studies.
3. Understanding Tourist Motivation Typology cultural concept of Islamic tourism will help to preserve and conserve the heritage of Islamic products oblivion while also creating new tourism products with the theme of Islamic features. Lastly, the concept religious- conservative is to understand Islam based on a conservative interpretation and understanding of Islam. After these conservative thinking combined with the modern life of the tourism industry, it will triggered a new tourism product choices different from existing products (Al-Hamarneh, 2012; Al-Hamarneh & Steiner, 2004). Table 1 below indicates the meaning of Islamic tourism from previous studies.
Based on Table 4 provided below, emphases have been given for Muslim tour package following the Syaria compliance. From the table, it can be seen that Halal food is the most priority components which all 20 travel agencies included in their packages advertisement in the internet. This is due to the Muslim tourist preference of Halal food during visitation to destinations. Demand for Halal food products has shown tremendous growth parallel to Islamic teachings. Meanwhile, emphases on five times prayer and mosques visitation come next as the agencies provide free time for travelers to explore the mosques and perform their prayers during their traveling. From the perspective of Muslim tour destinations,, these agencies tend to promote Asian countries especially in China, Korea, Vietnam, Cambodia, Indonesia and Thailand. However, some of these agencies have promoted the visitation to Middle East and Europe and a new emergence of a Muslim tour across the ocean.
Based on Table 4 provided below, emphases have been given for Muslim tour package following the Syaria compliance. From the table, it can be seen that Halal food is the most priority components which all 20 travel agencies included in their packages advertisement in the internet. This is due to the Muslim tourist preference of Halal food during visitation to destinations. Demand for Halal food products has shown tremendous growth parallel to Islamic teachings. Meanwhile, emphases on five times prayer and mosques visitation come next as the agencies provide free time for travelers to explore the mosques and perform their prayers during their traveling. From the perspective of Muslim tour destinations,, these agencies tend to promote Asian countries especially in China, Korea, Vietnam, Cambodia, Indonesia and Thailand. However, some of these agencies have promoted the visitation to Middle East and Europe and a new emergence of a Muslim tour across the ocean.
Plog (1977) introduces three terms of travelers due to their activities; allocentric (referring to those actively seek out the ‘untouched’ destinations), psychocentric (referring to those actively go to well-established destinations) and mid-centrics (referring to those holidays in places which offer the experience of a new yet sufficiently similar culture) (Rong, 2012; Coccossis & Constantoglou, 2006, Julien, 2008; Keng & Cheng, 1999). But for Muslim tourist typology, there is still less research on this topic on how and where to put this segment should be positioned. However, Din (1989) identified the goal of Muslim travel include generic goal, spiritual goal and social goal. The goal of travel is to help instill the realization of the smallness of man and the greatness of God, the spiritual goal is to enhance and reinforce one’s submission to God while the social goal is to encourage and strengthen the relationship among Muslim people. 4, Analysis and Discussion
Plog (1977) introduces three terms of travelers due to their activities; allocentric (referring to those actively seek out the ‘untouched’ destinations), psychocentric (referring to those actively go to well-established destinations) and mid-centrics (referring to those holidays in places which offer the experience of a new yet sufficiently similar culture) (Rong, 2012; Coccossis & Constantoglou, 2006, Julien, 2008; Keng & Cheng, 1999). But for Muslim tourist typology, there is still less research on this topic on how and where to put this segment should be positioned. However, Din (1989) identified the goal of Muslim travel include generic goal, spiritual goal and social goal. The goal of travel is to help instill the realization of the smallness of man and the greatness of God, the spiritual goal is to enhance and reinforce one’s submission to God while the social goal is to encourage and strengthen the relationship among Muslim people. 4, Analysis and Discussion
Table 4: Muslim Packages in Malaysia
Table 4: Muslim Packages in Malaysia
Figure 2: Inbound Tourism by Purpose of Visit, 2009 Source: UNWTO Figure 2 below shows the purpose of visit for inbound tourism in 2009. Travel for leisure, recreation and holidays accounted for just over half of all international tourist arrivals (51% or 446 million arrivals). Some 15% of international tourists reported travelling for business and professional purposes. While the purpose of visit for the remaining 7% of arrivals was not specified. The religion purpose of visit was included in twenty seven percent (27%) together with the purpose of visit friends and relatives, health and others. This shows that religion purpose has become one of the motivations for traveler regardless what are the religion is. However, the specific religion purpose of visit can’t be identified since it was mixed together with other purpose of visit.
Figure 2: Inbound Tourism by Purpose of Visit, 2009 Source: UNWTO Figure 2 below shows the purpose of visit for inbound tourism in 2009. Travel for leisure, recreation and holidays accounted for just over half of all international tourist arrivals (51% or 446 million arrivals). Some 15% of international tourists reported travelling for business and professional purposes. While the purpose of visit for the remaining 7% of arrivals was not specified. The religion purpose of visit was included in twenty seven percent (27%) together with the purpose of visit friends and relatives, health and others. This shows that religion purpose has become one of the motivations for traveler regardless what are the religion is. However, the specific religion purpose of visit can’t be identified since it was mixed together with other purpose of visit.
From Table 4, a Model of Muslim Tour Supply based on emphases and destinations has been developed. From the model as shown in Figure 1, it can be seen that Muslim tour providers included destinations to visit and Muslim tourist preference during their stay. The highly supply destinations refer to the most destinations provided by the agencies and the highly supply emphasis refers to the Islamic lifestyle and activities, and vice versa. The top five most popular Muslim destinations are China, Hong Kong, Korea, India, Vietnam and Cambodia as these places have been regularly promoted in the websites. The emergence of Muslim destinations has been identified including Cambodia and Myanmar which are less developed Muslim area, Egypt, America, Russia, South Africa and Morocco. Meanwhile, high supply activities provided are Halal food, Halal restaurant, prayer times, mosques visitation and Muslim supermarket visitation. However, new supply in Muslim tour consist of performing Aqiqah and Qurban, visitation to Islamic history and civilization destination, new destination exploration, staying at Muslim hotel, Maqam (grave) visitation, and trained tour leader of Islamic sensitivity provided to lead the group. These activities can be categorized as visiting Islamic based attractions for its historic value, socio-culture value, new theme development from Islamic perspectives, and new volunteer activities to the less developed Muslim area.
From Table 4, a Model of Muslim Tour Supply based on emphases and destinations has been developed. From the model as shown in Figure 1, it can be seen that Muslim tour providers included destinations to visit and Muslim tourist preference during their stay. The highly supply destinations refer to the most destinations provided by the agencies and the highly supply emphasis refers to the Islamic lifestyle and activities, and vice versa. The top five most popular Muslim destinations are China, Hong Kong, Korea, India, Vietnam and Cambodia as these places have been regularly promoted in the websites. The emergence of Muslim destinations has been identified including Cambodia and Myanmar which are less developed Muslim area, Egypt, America, Russia, South Africa and Morocco. Meanwhile, high supply activities provided are Halal food, Halal restaurant, prayer times, mosques visitation and Muslim supermarket visitation. However, new supply in Muslim tour consist of performing Aqiqah and Qurban, visitation to Islamic history and civilization destination, new destination exploration, staying at Muslim hotel, Maqam (grave) visitation, and trained tour leader of Islamic sensitivity provided to lead the group. These activities can be categorized as visiting Islamic based attractions for its historic value, socio-culture value, new theme development from Islamic perspectives, and new volunteer activities to the less developed Muslim area.

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