The Indonesian youth tourist motivation intention to visit Phuket: a post Covid-19 study with the moderating role of health risk using SPSS PROCESS macro (Model 1)

IF 3.1 Q2 BUSINESS Journal of Islamic Marketing Pub Date : 2024-08-29 DOI:10.1108/jima-11-2022-0305

Nimit Soonsan, Zulfiqar Ali Jumani, Sarayute Thongmun, Suphattra Sangthong

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Abstract

Purpose

There are two goals for this study. Firstly, this study aims to understand the impact of various youth tourist motivations, such as Muslim amenities, Islamic product travel, attraction, perceived value and service quality, on the intention to visit Phuket. Secondly, this study aims to determine whether or not young people's perceptions of health risks influence their motivations and decisions to travel to Phuket in the wake of the COVID-19 pandemic.

Design/methodology/approach

This study used a quantitative methodology, using nonprobability convenience sampling to collect responses from 249 Indonesian youths who intended to visit Phuket after the COVID-19 pandemic. Hayes' (2018) SPSS PROCESS macro (Model 1) was used to test the research model.

Findings

The findings showed that the intention to travel was significantly affected by factors such as Muslim amenities, Islamic product travel, attraction, perceived value and service quality. Furthermore, the perceived health risk moderated three dimensions of Islamic product travel, perceived value and service quality on intention to visit.

Research limitations/implications

This study is limited to a sample of Indonesian youth tourists and the impacts of motivation (Muslim amenities, Islamic product travel, attractiveness, perceived value and service quality) and the moderating influence of health risk on the desire to visit Phuket.

Originality/value

This study sheds insight into the influence of several young tourists' motives on the intention to visit Phuket and the moderating role of perceived health risks. The findings provide essential insights for marketing strategies and the development of the international destination. Specifically, the study suggests developing products with Islamic attributes, emphasising the attraction factor and improving perceived values. The study also provides a model that demonstrates how religious values can affect an individual's decision-making process.

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印尼青年游客游览普吉岛的动机意向：利用 SPSS PROCESS 宏（模型 1）对健康风险的调节作用进行的 Covid-19 后研究

本研究有两个目的。首先，本研究旨在了解穆斯林便利设施、伊斯兰产品旅行、吸引力、感知价值和服务质量等各种青年旅游动机对普吉岛旅游意向的影响。其次，本研究旨在确定年轻人对健康风险的感知是否会影响他们在 COVID-19 大流行后前往普吉岛旅游的动机和决定。设计/方法/途径本研究采用定量方法，使用非概率便利抽样，收集了 249 名打算在 COVID-19 大流行后前往普吉岛旅游的印尼年轻人的回复。Hayes (2018) 的 SPSS PROCESS 宏（模型 1）用于检验研究模型。研究结果研究结果表明，旅游意向受穆斯林便利设施、伊斯兰产品旅游、吸引力、感知价值和服务质量等因素的显著影响。此外，感知到的健康风险调节了伊斯兰产品旅行、感知价值和服务质量三个维度对旅游意向的影响。研究局限性/意义本研究仅限于印尼青年游客样本，以及动机（穆斯林设施、伊斯兰产品旅行、吸引力、感知价值和服务质量）和健康风险对普吉岛旅游意向的调节作用。研究结果为国际旅游目的地的营销策略和发展提供了重要启示。具体而言，研究建议开发具有伊斯兰特质的产品，强调吸引力因素并提高感知价值。研究还提供了一个模型，说明宗教价值观如何影响个人的决策过程。

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来源期刊

Journal of Islamic Marketing BUSINESS-

CiteScore

8.40

自引率

28.10%

发文量

期刊介绍： Launched in 2010, Journal of Islamic Marketing (JIMA) was the first journal dedicated to investigating Marketing’s relationship with Islam, in theory and practice, across Muslim majority and minority geographies. JIMA tackles the nuances associated with Muslim consumption patterns, doing business in Muslim markets, and targeting Muslim consumers. When considering the acronyms for the emerging economies to watch: in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey), and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) – then it is apparent that economies with large Muslim populations are growing in importance. One quarter of the world''s population are Muslim, with well over half of Muslims today under the age of 25 - which prompted Miles Young, Global CEO of Ogilvy, to assert that Muslims are the "third one billion", following interest in Indian and Chinese billions, in terms of market opportunities.