International Tourists' Satisfaction with Tour Guide's Service Quality at Babylon Archaeological Site

ALmasoodi, Muthana Faaeq; Rahman, Suraiyati

doi:10.18280/ijsdp.180102

Cited by 4 publications

(2 citation statements)

References 38 publications

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“…Literature on assessing generic destination attribute satisfaction highlights various models, such as the performance-only model (SERVPERF), the outcome input model (EQUITY), the congruity model, the service quality model (SERVQUAL) and the holiday satisfaction model (HOLSAT) (Basendwah et al , 2022; ALmasoodi et al , 2023). In contrast to the variety of models used for generic destination attribute satisfaction, no specific model has been established for assessing Islamic attribute satisfaction.…”

Section: Literature Reviewmentioning

confidence: 99%

Tourists’ satisfaction with Islamic attributes of destination: a systematic mapping study

Basendwah,

Rahman,

Al-Sakkaf

2024

JIMA

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Purpose In the last decade, the concept of Islamic attributes of destination (IAD) has emerged due to Muslim tourists’ need to visit a destination that complies with Sharia law. Since then, the IAD concept has been popular to increase the destination’s attractiveness and travel satisfaction for Muslim tourists. This concept evolved from evaluating the Muslim tourists’ perception of IAD to non-Muslim tourists and from assessing the Islamic attributes in Muslim-majority destinations to non-Muslim majority destinations. Furthermore, the literature showed several measurement scales to assess tourists’ satisfaction with IAD, and scholars were varied in the methods of analysis used to assess tourists’ satisfaction with IAD. The purpose of this study is to perform a systematic mapping study on satisfaction with IAD by answering five research questions. Design/methodology/approach This study used the preferred reporting items for systematic reviews and meta-analyses framework to guide the search process and search for relevant studies between 2012 and 2022 from two scientific databases, Scopus and Web of Science. Findings The search revealed 387 studies. In total, 31 articles met the eligibility criteria. This study indicates the journal considered research studies on tourists’ satisfaction with IAD the most, the method of analysis used in the previous studies, the Islamic destination attributes considered in the previous studies, the research distribution by counties, the research trend and the future direction. Originality/value To the best of the authors’ knowledge, this is the first systematic mapping study that delivers a summary of empirical research studies on tourists’ satisfaction with IAD.

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Section: Literature Reviewmentioning

confidence: 99%

Tourists’ satisfaction with Islamic attributes of destination: a systematic mapping study

Basendwah,

Rahman,

Al-Sakkaf

2024

JIMA

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“…Furthermore, a substantial research gap exists in studies examining the integration of digital technologies with travel experience in tourism destinations, particularly within the context of Babylon City. Previous literatures related to Babylonian tourism has predominantly focused on tourist satisfaction with tour guide services (e.g., the study of Almasoodi and Rahman [7]), satisfaction with the accommodation sector (e.g., the studys of Al-Quraishi and Gabraw [8], and Pritchard and Morgan [9]), and the assessment of health center service quality from a tourist's perspective (e.g., the study of Saranj [10]). Investigating the impact of integrating digital technologies on the tourism industry in Babylon City is thus a worthwhile endeavor.…”

Section: Introductionmentioning

confidence: 99%

Leveraging Digital Transformation to Enhance Quality Tourism Services in Babylon City, Iraq

ALmasoodi,

Rahman,

Basendwah

et al. 2023

IJSDP

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In the dynamic realm of contemporary tourism, the ancient city of Babylon in Iraq stands at a pivotal juncture. As travelers' expectations and technology continue to advance, the city of Babylon faces the challenge of adapting to this changing landscape to remain a relevant and sought-after destination. This study aims to explore the digital transformation plans while emphasizing emerging quality dimensions and their associated consequences in the historic city of Babylon in Iraq. The digital transformation in Iraq faces challenges, primarily due to a shortage of skilled digital professionals and limited collaboration among government, industry, universities, and research institutes in the tourism sector. This slowdown is particularly concerning since the Iraqi government has identified tourism as a critical industry for the country's 21st-century growth. To investigate these issues, the study employed a quantitative research design, utilizing questionnaires to measure visitor expectations and perceptions of service quality. Data were collected through self-administered questionnaires in Babylon, resulting in 315 usable responses. The study's findings underscore the necessity for Babylon City to adapt to the evolving demands of modern travelers who anticipate seamless, personalized, and technologically enhanced experiences. Embracing digital technologies, including mobile apps, social media, and data analytics, is vital for both attracting and retaining visitors. The study outcomes lay the groundwork for developing strategies that foster a genuinely inclusive and accommodating atmosphere for tourists by Investing in digital infrastructure to position Babylon City as a technologically advanced and attractive tourist destination. Furthermore, the quality of tourism services, as well as the digital implementation in service delivery, plays a significant role not only in visitor satisfaction but also in enhancing the city's global reputation in the digital age.

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The possibility of applying metaverse in cultural heritage tourism: A case study on the ancient city of Babylon

Almasooudi

2024

Tourism and Hospitality Research

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This paper explores cultural heritage tourism decision makers’ perspectives on adopting metaverse technologies to enhance experiences and preservation at the ancient Mesopotamian city of Babylon in Iraq. The metaverse represents an emerging phenomenon of persistent 3D virtual environments accessed through augmented and virtual reality. Babylon’s sprawling ancient ruins could be vividly recreated to attract tourists both on-site and online. However, challenges around authenticity, infrastructure, and competing priorities may inhibit metaverse adoption. To investigate this complex issue, 8 semi-structured interviews were conducted with Iraqi government heritage and tourism officials and museum administrators. Interview transcripts were thematically analyzed to identify key opportunities and barriers. Findings revealed knowledge gaps around metaverse benefits, concerns over the inauthenticity of simulated experiences, enthusiasm for widening youth access, and various adoption challenges. Core recommendations include starting with small experimental pilots, building decision makers digital literacy, framing metaverse experiences as complements not replacements, and improving supporting technology infrastructure over time. This formative qualitative study provides crucial insights into Iraqi expert perceptions to inform policies guiding effective, context-specific integration of metaverse technologies to ultimately enrich cultural tourism and the preservation of ancient Iraqi heritage. Further research measuring pilot metaverse project outcomes is warranted.

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International Tourists' Satisfaction with Tour Guide's Service Quality at Babylon Archaeological Site

Cited by 4 publications

References 38 publications

Tourists’ satisfaction with Islamic attributes of destination: a systematic mapping study

Tourists’ satisfaction with Islamic attributes of destination: a systematic mapping study

Leveraging Digital Transformation to Enhance Quality Tourism Services in Babylon City, Iraq

The possibility of applying metaverse in cultural heritage tourism: A case study on the ancient city of Babylon

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