Purpose This study aims to present the push-pull motives of Islamic tourism and how these provide the basis for promoting and developing Islamic tourism practices in Ghana’s tourism industry. As Islamic tourism is considered as a niche market with new needs and wants globally, this study makes the effort to identify the prospects of this form of tourism in a non-Islamic developing nation. Design/methodology/approach The study has used a convenience sampling approach in gathering data from 337 Muslim tourists, adopting existing scale instruments of push-pull motives, satisfaction, word-of-mouth of tourists and Islamic practices. The structural equation modelling was used to establish relationships and effects of the studied variables. Findings The results revealed the significant effects of push-pull motives of Ghanaian Muslim tourists on satisfaction as well as the significant influence of tourist satisfaction on word-of-mouth. In addition, the significant moderating effects of Islamic practices on the relationships between push-pull motives and tourist satisfaction were established. Research limitations/implications The conclusion and recommendations of this study might not be consistent with factors that motivate Muslims tourists in other countries. Practical implications The results of the study validate the viability of Islamic tourism practices and possible spread of positive word-of-mouth among potential Muslim tourists for future Islamic tourism market in Ghana. Originality/value This paper provides the first insight into push-pull motives of Muslim tourists’ choice of Islamic destination in non-Islamic developing country context. The insight will be valuable to tourism authorities, industry, academics, businesses, managers and practitioners, as the results will enhance product and service delivery to Muslim tourists when they are on vacation.

Purpose The purpose of this study is to explore the tourism policy commitment of the government of Uzbekistan to bring back the tourists and sustain the tourism and hospitality sector during the Covid-19 pandemic. The study employed qualitative documentary research methodology using the thematic analysis with the support of the Nvivo 12 to analyze Google news articles published in the English language. The results demonstrated that the government of Uzbekistan employed a variety of policies and measures geared towards tourists and businesses during the pandemic. Mainly, the government showed confidence and trust in its policies by providing financial compensation to tourists if they get the Covid-19 infection, improved sanitary conditions and travel restrictions to prevent the spread of the virus. In terms of businesses, the government was dedicated to restoring and mitigating the adverse outcomes of Covid-19 in the tourism and hospitality sector by providing subsidies and certification that the company is following the sanitary protocols. The findings of this study illustrate that the government of Uzbekistan should continue feeding the media with the information related to strategies implemented towards reviving the tourism and hospitality sector, which will build the confidence of the tourists and businesses during the pandemic period.

PurposeThe purpose of this study is to examine the association between international tourists' demographics with travel motives to Uzbekistan through the utilization of push and pull theory.Design/methodology/approachThis study utilized a convenience sampling technique to collect data from 563 international tourists visiting Uzbekistan. Chi-square test of independence (χ2) was employed to test the association between visitors' demographics and travel motives.FindingsThe results illustrated that nationality and frequency of visitations of the international tourists to Uzbekistan were statistically associated with their travel motives. In terms of gender, age, marital status and religion, no significant association with travel motives was established.Research limitations/implicationsThe statistical test and instrument for data collection might limit the generalization of this study to represent the whole population of international tourists in Uzbekistan.Practical implicationsThe findings of this study show that in order to develop tourism in Uzbekistan, businesses and practitioners should consider segmenting tourists based on their national background to serve their needs and preferences. As tourist's visitation frequency plays a role in their travel motives, the product and service quality of tour packages must be improved and monitored.Originality/valueThe findings of this study provide valuable insights for businesses, managers, practitioners and policymakers to understand international tourists' motives to Uzbekistan to formulate better policies and tour packages.

Purpose This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context. Design/methodology/approach Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data. Findings The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE. Research limitations/implications This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas. Practical implications The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country. Originality/value This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

Purpose This study aims to explore the country-specific understanding of Hajj, its experience and challenges between the pilgrims of Ghana and Uzbekistan. Design/methodology/approach Anchored on the theory of constructivism, this study explored and used the purposive sampling method in the context of qualitative research to select 97 Muslim pilgrims from Ghana and Uzbekistan of varying demographics for in-depth interviews. Findings Findings show that the philosophy of Hajj as the fifth pillar obligation set by Allah was common among the Muslim pilgrims of these two countries which support earlier literature. Interestingly, this study uncovered some distinctions in the construction of the understanding of Hajj; that is Ghanaian pilgrims have attached social status of respect and titles to Hajj in their societies. While Uzbekistan pilgrims are seen in their communities as spiritual role models that inspire others to live meaningful lives in the society. Research limitations/implications The conclusion and the outcome of this study cannot be generalized as to represent the whole population of Ghana and Uzbekistan due to qualitative approach. Practical implications This study revealed country-specific understanding and experience of Hajj that can be used by the policymakers and marketers to create better travel package. Originality/value The outcome of this study advanced a cross-cultural Hajj understanding which is important to policymakers, businesses and spiritual tourism practitioners to have a better insight into Hajj in contexts.