UNDERSTANDING MUSLIM TOURISTS' SWITCHING BEHAVIOR TO MUSLIM-FRIENDLY HOTELS: AN EXTENDED MODEL OF PUSH-PULL-MOORING FRAMEWORK

Saera Mohamad; Nurul Hafizah Yasin; Derweanna Bah Simpong

doi:10.35631/jthem.1143028

journal article Mar 30, 2026

UNDERSTANDING MUSLIM TOURISTS' SWITCHING BEHAVIOR TO MUSLIM-FRIENDLY HOTELS: AN EXTENDED MODEL OF PUSH-PULL-MOORING FRAMEWORK

Saera Mohamad

Nurul Hafizah Yasin

Derweanna Bah Simpong

Journal of Tourism Hospitality and Environment Management Vol. 11 No. 43 pp. 443 · Global Academic Excellence (M) Sdn Bhd

View at Publisher Save 10.35631/jthem.1143028

Abstract

The rapid growth of the Muslim travel market has intensified competition within the hospitality industry, particularly among accommodation providers seeking to attract Muslim tourists. While the development of Muslim-friendly hotels has expanded in response to this demand, limited attention has been given to understanding why Muslim tourists choose to switch from one hotel to another. This conceptual paper addresses this gap by examining Muslim tourists’ switching behaviour toward Muslim-friendly hotels through the lens of the Push–Pull–Mooring (PPM) framework. Drawing on prior literature in tourism, service marketing, and Islamic hospitality, the study identifies key push factors (low service quality, low satisfaction, low trust, and negative future expectations), pull factors (alternative attractiveness and Shariah compliance), and mooring factors (such as loyalty, habit, and social influence) that jointly shape switching decisions. By integrating religious compliance with conventional service-related determinants, the proposed framework offers a more comprehensive understanding of switching behaviour in a faith-based tourism context.

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Details

Published: Mar 30, 2026
Vol/Issue: 11(43)
Pages: 443

Authors

S

Saera Mohamad

Universiti Malaysia Kelantan

N

Nurul Hafizah Yasin

Universiti Malaysia Kelantan

D

Derweanna Bah Simpong

Universiti Malaysia Kelantan

Cite This Article

Saera Mohamad, Nurul Hafizah Yasin, Derweanna Bah Simpong (2026). UNDERSTANDING MUSLIM TOURISTS' SWITCHING BEHAVIOR TO MUSLIM-FRIENDLY HOTELS: AN EXTENDED MODEL OF PUSH-PULL-MOORING FRAMEWORK. Journal of Tourism Hospitality and Environment Management, 11(43), 443. https://doi.org/10.35631/jthem.1143028

UNDERSTANDING MUSLIM TOURISTS' SWITCHING BEHAVIOR TO MUSLIM-FRIENDLY HOTELS: AN EXTENDED MODEL OF PUSH-PULL-MOORING FRAMEWORK

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