The Effect of Attractiveness Attributes of Seoul Tourism on the Muslim Tourists’ Perceived Value and Satisfaction: Focusing on Malaysian and Indonesian Tourists

This study investigated the relationships among the tourism attractiveness of Seoul, perceived values, and satisfaction in the context of Muslim tourists from Malaysia and Indonesia. The multiple regression was conducted using 261 responses. This analysis produced several findings. First, tourism content had the strongest effect on all types of perceived value among the other categories of attractiveness. Second, as Muslim-friendly facilities affected perceived emotional value negatively, the quality of those facilities should be regarded as critical. Lastly, the perceived social value had the strongest impact on satisfaction. This study has a theoretical implication by considering the perceived social value that existing research has not covered. Practically, it is necessary to develop new tourism contents that increase the perceived social value of Muslim tourists to attract more Muslim tourists to Seoul.