Abstract

The Muslim market presently dominates as the most lucrative and fastest-growing market segment, simultaneously holding one of the largest markets in the world. Therefore, it is necessary to have a comprehensive understanding of Muslim tourists, especially those outside the Asia-Pacific region, such as the Middle East, who have significant purchasing power. This discussion argues that the strategies that focus on creating a strong emotional connection with the country are imperative to ensure that Malaysia, particularly Kuala Lumpur, will always remain the most popular Muslim destination. This article defines the sense of place concept (place attachment) and explains the factors that influenced it. Comprehending the sense of place key elements can help measure visitor engagement with a place accurately. Based on the literature on “place involvement” in consumer behaviour and “place attachment” from environmental psychology, this article provides a conceptual framework for understanding tourist attachment relationships with places.

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