Acta Universitatis Danubius. Œconomica, Vol 14, No 4 (2018)

Muslim tourist experiences and return intention in hotels: A South African study

Tembi Maloney Tichaawa, Oswald Mhlanga


This research endeavour locates the manifestation of Islam in the context of tourism, arguing for its viability as a significant component of an emerging global Islamic tourism market. By way of empirical research focused on Muslim tourists visiting Cape Town, this study presents a South African case study, with it arguing for the need to capitalise on the opportunities that the market represents. A mixed-methods research design was followed. The views of hoteliers were explored (qualitative) and 400 Muslim travellers of eight hotels successfully completed questionnaires (quantitative). Analysis of variance, correlation and regression analysis were performed to reach the objectives of the study. Prayer facilities highly influenced Muslim tourist experiences, whilst halal food highly influenced their return intentions to a hotel. The study provides hotel management with an improved understanding of the unique attributes that impact on Muslim tourist experiences and return intentions to South Africa.  


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