Travelling for Umrah: destination attributes, destination image, and post-travel intentions

Martin Joseph Gannon, Ian W. F. Baxter, Elaine Collinson, Ross Curran, Thomas Farrington, Steven Glasgow, Elliot M. Godsman, Keith Gori, Gordon R. A. Jack, Sean Lochrie, Rebecca Maxwell-Stuart, Andrew Craig MacLaren, Robert MacIntosh, Kevin O'Gorman, Luke Ottaway, Rodrigo Perez-Vega, Babak Taheri, Jamie Thompson, Ozge Yalinay

Research output: Contribution to journalArticlepeer-review

65 Citations (Scopus)
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This paper examines the links between cosmopolitanism, self-identity, and a desire for social interaction on perceived destination image and behavioural intentions. A model was tested using a sample of 538 Iranian visitors to Mecca for the purpose of Umrah. The result from the structural model suggests that destination attributes influence perceived destination image. Further, such tourists are likely to revisit or recommend Islamic destinations if their experience matches their perceived image of the destination. This implies that, while the religious characteristics of the destination remain important, destination managers cannot disregard the tangential, non-religious attributes of a destination which are crucial in order to satisfy more conventional tourist desires. As such, this study suggests that those managing religious travel destinations should endeavour to foster a welcoming image, where experience, interaction, and tolerance are at the forefront of the destination's offering.
Original languageEnglish
Pages (from-to)448-465
Number of pages18
JournalService Industries Journal
Issue number7-8
Early online date31 May 2017
Publication statusE-pub ahead of print - 31 May 2017


  • cosmopolitanism
  • behavioural intention
  • self-identity
  • social interaction
  • perceived destination image


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