Perceived Values of Edu-tourism and Tourists’ Satisfaction: A Case Study on Madrasah Pengajian Ilmu Wahyu, Melaka

Abstract

Edu-tourism is one of the developing tourism segments worldwide. Edu-tourism often takes place in universities and schools where participants engage in educational training and programs. The Madrasah Pengajian Ilmu Wahyu in Melaka has been established as a religious school focusing on Quran Hifz and Islamic religious teachings. The madrasah has long opened its doors to allow visitors to patronise and takes part in its educational programs which include typical religious classes as well as Sunnah recreational activities. This study was conducted in an attempt to assess two main objectives; the tourists perceived values of this program and to measure their satisfaction after participating in the program. The questionnaire was distributed to groups of tourists who visited the premise and participated in a week program. 75 questionnaires collected were then analysed to answer the objectives. The results indicated that functional values (establishment, price, service quality, image) are linked with satisfaction, alongside experiential (madrasah, activity) and social values. On the contrary, educational values were found not to be associated with satisfaction. Further analysis revealed that only functional values were found to be a significant predictor of the overall satisfaction of the tourists. Other aspects will require additional attention, in management and program development, should the madrasah wishes to expand its potential as a new tourism product for the market.