Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting

Marketing mix strategies has received a great deal of attention in the past. However, less attention was given towards understanding Umrah tour packages. Additionally, research on tourism, personal factors, and marketing mix strategies of pilgrimage tour operators are still restricted in the curr...

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Main Author:	Mohd Radzi, Ras Afirina
Format:	Thesis
Language:	English
Published:	2021
Subjects:	Tourism - Marketing Tourism - Religious aspects Pilgrims and pilgrimages
Online Access:	http://psasir.upm.edu.my/id/eprint/105535/1/SPE%202022%2031%20UPM%20IR.pdf
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id	my-upm-ir.105535
record_format	uketd_dc
spelling	my-upm-ir.1055352024-02-13T01:22:40Z Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting 2021-09 Mohd Radzi, Ras Afirina Marketing mix strategies has received a great deal of attention in the past. However, less attention was given towards understanding Umrah tour packages. Additionally, research on tourism, personal factors, and marketing mix strategies of pilgrimage tour operators are still restricted in the current situation. Hence, the study proposed to determine the factors influencing satisfaction of pilgrimage tourists based on the Consumer Behaviour Model. Modifications were made to the model based on the fundamental premises linked to the current study. Data collection was conducted through online social media platform groups to target the exact respondents. A total of 170 quantitative valid questionnaires were collected from the survey using convenient sampling. SPSS 25 was applied for data analysis where descriptive, regression analysis, analysis of variance (ANOVA), and moderation analysis verified the hypothesis developed. The study contributes to theoretical knowledge by contributing to the literature regarding the usefulness of profiling respondents, marketing mix strategy, motivation, and Umrah tourist satisfaction. The study also benefits practitioners, academicians, especially Umrah tour operators in understanding the needs and wants of Umrah pilgrims as well as ways to improve their marketing mix strategies. Tourism - Marketing Tourism - Religious aspects Pilgrims and pilgrimages 2021-09 Thesis http://psasir.upm.edu.my/id/eprint/105535/ http://psasir.upm.edu.my/id/eprint/105535/1/SPE%202022%2031%20UPM%20IR.pdf text en public masters Universiti Putra Malaysia Tourism - Marketing Tourism - Religious aspects Pilgrims and pilgrimages Hussin, Siti Rahayu
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Hussin, Siti Rahayu
topic	Tourism - Marketing Tourism - Religious aspects Pilgrims and pilgrimages
spellingShingle	Tourism - Marketing Tourism - Religious aspects Pilgrims and pilgrimages Mohd Radzi, Ras Afirina Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting
description	Marketing mix strategies has received a great deal of attention in the past. However, less attention was given towards understanding Umrah tour packages. Additionally, research on tourism, personal factors, and marketing mix strategies of pilgrimage tour operators are still restricted in the current situation. Hence, the study proposed to determine the factors influencing satisfaction of pilgrimage tourists based on the Consumer Behaviour Model. Modifications were made to the model based on the fundamental premises linked to the current study. Data collection was conducted through online social media platform groups to target the exact respondents. A total of 170 quantitative valid questionnaires were collected from the survey using convenient sampling. SPSS 25 was applied for data analysis where descriptive, regression analysis, analysis of variance (ANOVA), and moderation analysis verified the hypothesis developed. The study contributes to theoretical knowledge by contributing to the literature regarding the usefulness of profiling respondents, marketing mix strategy, motivation, and Umrah tourist satisfaction. The study also benefits practitioners, academicians, especially Umrah tour operators in understanding the needs and wants of Umrah pilgrims as well as ways to improve their marketing mix strategies.
format	Thesis
qualification_level	Master's degree
author	Mohd Radzi, Ras Afirina
author_facet	Mohd Radzi, Ras Afirina
author_sort	Mohd Radzi, Ras Afirina
title	Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting
title_short	Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting
title_full	Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting
title_fullStr	Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting
title_full_unstemmed	Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting
title_sort	influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting
granting_institution	Universiti Putra Malaysia
publishDate	2021
url	http://psasir.upm.edu.my/id/eprint/105535/1/SPE%202022%2031%20UPM%20IR.pdf
_version_	1794018906396950528

Influence of personal factors pilgrimage tour operators’ marketing mix strategies on tourist satisfaction in a religious tourism setting

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