Factors Influencing Satisfaction among Domestic Tourists Visiting Muslim Friendly Destinations in Kelantan

Abstract

One of the business opportunities in the tourism industry has recently been accelerated by an increase in the interest of Muslim-friendly tourism products and services. The objective of this study is to determine the relationships between customer engagement, religiosity, and Muslim-friendly tourism on tourists’ satisfaction among domestic tourists visiting tourist destinations in Kelantan. This study used a quantitative approach with a total of 201 respondents participated in the questionnaire survey. The study found that all hypotheses are supported, indicated that customer engagement, religion, city and Muslim-friendly tourism have a strong and high positive correlation with satisfaction among domestic tourists when visiting Kelantan. Thus, tourism management in Kelantan should design tourism facilities and campaigns that fully meet Islamic religious needs which could cater to domestic tourists visiting Kelantan for Islamic tourism.