Determinants of religious tourism branding tactics in Kenya: A cross sectional study

Muriuki, Dr. Lemmy Mureti; Bururia, David; Mutegi, James

doi:10.1177/1467358416670937

Cited by 8 publications

(4 citation statements)

References 19 publications

(29 reference statements)

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“…In the travel context, a previous study found that social media help to strengthen brand image and, in turn, brand image positively affects emotional attachment (Barreda et al, 2020). Another study reported that brand image plays a significant role in religious tourism (Muriuki et al, 2018).…”

Section: Literature Review and Hypotheses Development Several Antecedents Of Umrah Travelers' Participationmentioning

confidence: 98%

Customer participation, value co-creation and customer loyalty: evidence from Umrah travel agencies in Indonesia

Mursid

2021

JIMA

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Purpose This study aims to elucidate customer participation and value co-creation in enhancing customer loyalty in the context of Umrah travelers. First, it identifies the antecedents of Umrah travelers’ participation including service brand image, service employee performance and willingness to customize. Second, this study explores the impact of Umrah travelers’ participation in Umrah travelers’ loyalty. Finally, it explores co-creation value (hedonic, refreshment and price) and Umrah travelers’ satisfaction emerging in the relationship between Umrah travelers’ participation and Umrah travelers’ loyalty. Design/methodology/approach The survey draws its respondents from Umrah participants in Central Java Province, Indonesia, using the purposive sampling method with 459 samples. Data analysis used confirmatory factor analysis and structural equation modeling. Findings The results reveal that service brand image, service employee performance and willingness to customize significantly affect Umrah travelers’ participation. Umrah travelers’ participation has an insignificant effect on Umrah travelers’ loyalty; conversely, Umrah travelers’ participation has a significant effect on co-creation value (hedonic value, refreshment and price). Only the price of the co-creation value has a significant effect on Umrah travelers’ loyalty, while hedonic value and refreshment value do not. Finally, Umrah travelers’ participation directly affects Umrah travelers’ satisfaction, and, in turn, Umrah travelers’ satisfaction impacts Umrah travelers’ loyalty. Originality/value This study attempts to elucidate the theory of customer participation and value co-creation in the Umrah travelers setting. It identifies the factor determiner of customer participation from the professional aspects of the company, namely, service brand image, service employee performance and willingness to customize. This study explored the importance of value co-creation and customer satisfaction in enhancing customer loyalty.

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Section: Literature Review and Hypotheses Development Several Antecedents Of Umrah Travelers' Participationmentioning

confidence: 98%

Customer participation, value co-creation and customer loyalty: evidence from Umrah travel agencies in Indonesia

Mursid

2021

JIMA

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“…Regarding buying souvenirs while participating in religious events or during visits to sacred places, those who consider themselves religious obtained a higher average (3.01) with statistical significance (p-value = 0.000). A study by Pereira & Christoffo (2013) showed that the religious who buy souvenirs with faith value represents more than twice the number of non-religious, and also that the most purchased products in this kind of tourism have family characteristics (Muriuki et al, 2018).…”

Section: Resultsmentioning

confidence: 99%

“…India also has historical archaeological sites, where the trip is motivated by the Hindu practice of mass bathing in rivers or reservoirs and by praying in sacred places (Singh, 2004). The impacts of mass travel for religious tourism in sacred places must be analyzed from an anthropological (Singh, 2004), sociological (B. perspective, focusing on sustainability through the triple bottom line perspective of social, economic development and environmental (Buckley, 2012;Elkington, 1994;Paiano, Crovella, & Lagioia, 2020), and with an interdisciplinary orientation of marketing studies (Hosany, Ekinci, & Uysal, 2006;Muriuki, Bururia, & Mutegi, 2018) In the context of Europe, the sanctuary of Fatima, located in Portugal, attracts about seven million of the ten million religious tourists of Portugal per year, and its population has more than doubled in 45 years (Ambrose et al, 2019. Pleasures & Carvalho, 2015.…”

Section: Context Of Religious Tourism and Main Destinationsmentioning

confidence: 99%

Differences in attitudes and behaviors of religious tourists: comparative research between Brazil and Portugal

et al. 2020

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EPurpose – The study aims to explore the particularities of religious tourists' attitudes and behaviors with different demographic profiles. Therefore, this work aims to verify if there are differences between the attitudes and behaviors of Brazilian and Portuguese religious tourists in terms of gender, nationality, and religiosity.Design/methodology/approach – A survey was carried out with 396 religious tourists residing in Brazil and Portugal, who have visited religious destinations in their country or abroad, to carry out a comparative analysis between groups, according to gender, nationality, and religiosity through Student's t-test.Findings - The results show significant differences in tourists' attitudes and behaviors who visit sacred places divided between women and men, Brazilians and Portuguese, and finally, between those who consider themselves religious and non-religious.Research limitations/implications – The study's limitations involve the use of an instrument with a particularly Christian bias.Practical implications – The practical implications of this study include contributions to improving local infrastructure related to hotels, commerce, and tourist services.Originality/value – From a theoretical perspective, this study contributes to the advancement of administrative sciences as it engenders the intersection between religious tourism and public and non-profit marketing, placing the discussion in two countries with a strong religious tradition in the West, Brazil and Portugal.

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“…A sacred place's efficacy in the geographical and traveler space is also greatly influenced by its value in pilgrims' religious or social consciousness. Its location, connection, and administration of pilgrimage and tourism activities may be critical, and in many cases determining, factors in the object's attraction (Olsen, 2019) and religious product authenticity (Muriuki et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Proposed framework for potential religious tourism destination in Cagayan Valley Region

Tao-Ing¹

2022

IJRSM

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This study aimed to propose a framework for religious sites improvement in Cagayan Valley Region. The researcher determined the motivational factor, tourist experiences and assessed the tourist behavior and intention to revisit the religious sites in Cagayan Valley Region. It tested the significant difference when grouped according to demographic and psychographic profiles of the respondents and determined the significant relationship among the given variables. The researcher used quantitative method and descriptive research design. The respondents of the study were 417 tourists who visited the religious sites. The instrument was adapted from three different studies. Further, the Statistical test used for the study was based on the Shapiro Wilk test, Kruskal Wallis Test, Mann Whitney U-test to test the significant differences while, Spearman Rho for the test of relationship, then Linear regression to determine the predictor variables of tourist experience, tourist intention and tourist motivation.The study concluded that majority of the respondents are female, aged 25 years old and below or belonging to generation Z and single. The respondents visited the religious sites to discover new cultures and different religions and stayed for 2-4 days. They are excellently satisfied because of the sacredness of the ambience, availability of facilities and accessibility of the prayer area. Moreover, locals are friendly and respectful. Lastly, the research paper proposed a framework and provide relevant recommendations.

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Determinants of religious tourism branding tactics in Kenya: A cross sectional study

Cited by 8 publications

References 19 publications

Customer participation, value co-creation and customer loyalty: evidence from Umrah travel agencies in Indonesia

Customer participation, value co-creation and customer loyalty: evidence from Umrah travel agencies in Indonesia

Differences in attitudes and behaviors of religious tourists: comparative research between Brazil and Portugal

Proposed framework for potential religious tourism destination in Cagayan Valley Region

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