Tourists’ Behaviour Towards Islamic Tourism Characteristics in Kota Bharu Malaysia

Abstract

Islamic tourism, sometimes referred to as halal tourism, is a developing trend in the market that is gaining popularity among tourists who want to enjoy many travel perks while keeping in mind their religious commitments. On the other hand, Islamic tourism is a global industry that generates a billion-dollar economic impact and provides thousands of employments. The study's goal is to examine how behaviour among tourists and Islamic tourism in Kota Bharu are related. A total of 421 domestic tourists completed the questionnaire survey and six Subject Matter Experts (SME) participated in the structured interview as part of the sequential explanatory mixed-method research. Relative Importance Index (RII) and content analysis were applied to the data analysis. According to the results, the majority of the respondent were satisfied and agree with Kota Bharu Islamic Tourism indicators and components. The findings of this study will be helpful to the Kota Bharu tourism industry in improving Islamic tourism, which will boost the number of visitors to the city. Furthermore, it is believed that this research will serve as the basis for Islamic tourism in other Islamic cities around the globe.