Muslim Tourist Religiosity, Perceived Values, Satisfaction, and Loyalty

Abstract

This study investigates the relationships among Muslim tourists' perceived values, satisfaction, loyalty, and the moderating effect of religiosity. These relationships are explored with a sample of 396 Ghanaian Muslim tourists visiting Larabanga Mosque. Structural equation modeling and multigroup analysis were used to explore the relationships and the moderating effect of the studied variables. The results revealed that perceived values of Muslim had positive effects on tourist satisfaction and tourist satisfaction had a positive influence on loyalty. However, quality and social values had negative effects on satisfaction. In addition, the significant moderating effect of Muslim religiosity on the relationship between perceived value and tourist satisfaction was established. The results of the study validate the viability of Islamic tourism practices that would build positive intention to revisit or recommend destinations among potential Muslim tourists for future Islamic tourism market. Theoretical and practical implications of the findings are also discussed.