Analyzing revisitation dynamics: a scholarly analysis of bootstrapping, mediating Muslim-friendly context and impact on determinant factors in Terengganu’s edutourism destinations

Abstract

Purpose

This paper aims to investigate the relationships between key mediators, namely, Muslim-friendly context and the intention of tourists to revisit edu-tourism destinations in Terengganu.

Design/methodology/approach

The study engages tourists and visitors who have explored seven distinct edu-tourism destinations, with a total sample size of 384 participants. Data analysis is conducted using the Statistical Package for the Social Sciences and Analysis of Moment Structures for structural equation modeling.

Findings

Findings indicate that Muslim-friendly does not mediate the relationship between tourism operators, events and investment concerning tourists revisiting Terengganu. However, it plays a significant mediating role between local communities, educational institutions and tourism organizations.

Research limitations/implications

Despite valuable insights, limitations arose due to a lack of Terengganu-specific literature on Muslim-friendliness in edu-tourism, leading to reliance on studies about Sharia-compliant hotels, the broader tourism industry and Islamic tourism.

Practical implications

The thriving halal tourism industry’s growth has heightened awareness of Muslim-friendly destinations, like Terengganu. The state actively promotes diverse halal services for Muslim travelers, encouraging operators to prioritize Sharia-compliant facilities. Strategic marketing and government support for Sharia-compliant edu-tourism investments aim at fostering economic growth and ensuring sustainability.

Social implications

Social implications stress the need for inclusivity and cultural sensitivity in Terengganu’s tourism. Prioritizing Muslim-friendly services not only boosts economic growth but also fosters an inclusive and welcoming environment for diverse travelers. Government support for Sharia-compliant edu-tourism investments aligns development with cultural and religious values, promoting a harmonious and inclusive society.

Originality/value

This research explores Terengganu’s innovative edu-tourism approach, prioritizing Muslim-friendly services for diverse travelers. By emphasizing Sharia-compliant facilities and investments, the region aims to foster economic growth and create an inclusive cultural environment.

Citation

Che Haron, H.I., Abdullah, H., Sheikh Ahmad Tajuddin, S.A.F., Mohd Zain, F.A. and A. Rahim, N.A.A. (2024), "Analyzing revisitation dynamics: a scholarly analysis of bootstrapping, mediating Muslim-friendly context and impact on determinant factors in Terengganu’s edutourism destinations", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-02-2024-0053