Abstract

Religious travel has grown consistently with the growth of the tourism industry worldwide. However, some of the religious based tourism particularly pilgrimage tourism such as Umrah received little attention in the literature although there are 6 million people performing it each year. Thus, this study aims to examine the relationship between the factors influencing information acquisition behavior to gain destination product knowledge in performing Umrah. Survey data from 198 Umrah travelers were analyzed using Partial least squares (PLS) structural equation. The final useful sample consisted of 198 Muslim participants who had travelled to Mecca for Umrah in the last 12 months. Partial least squares (PLS) structural equation was used in data analysis. The results show that the determinants of information search, the purpose of travelling, past experience, quality of information and travel companion affect information acquisition behavior and destination product knowledge. The findings of this study will aid tour operators and travel agents in developing relevant strategies for future business development. 

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