The chain effects of service innovation components on the building blocks of tourism destination loyalty: the moderating role of religiosity
Purpose – Having Middle Eastern tourism industry as the context, this study aims to examine the impact of the four main dimensions within service innovation (i.e. product, process, organizational and marketing innovations) on tourist satisfaction; subsequently, towards the development of destinati...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald
2020
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1755/1/Michael%20Dent%20Chain%20effects.pdf http://eprints.sunway.edu.my/1755/ http://doi.org/10.1108/JIMA-02-2020-0061 |
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| Summary: | Purpose – Having Middle Eastern tourism industry as the context, this study aims to examine the impact of
the four main dimensions within service innovation (i.e. product, process, organizational and marketing
innovations) on tourist satisfaction; subsequently, towards the development of destination loyalty. Realized
that religiosity prevails as an important social force that shapes individual behaviours, this study, hence,
placed further assessment upon its moderating role, specifically in the relationships between tourist
satisfaction and destination loyalty.
Design/methodology/approach – With adopting the approach of self-structured questionnaire, 214
usable responses had been collected for this study. Obtained data was then analyzed by conducting
exploratory factor analysis, confirmatory factor analysis and multiple linear regression analysis through the
usage of structural equation modelling.
Findings – Analysis of obtained data has revealed all the investigated dimensions within service
innovation as active predictors to tourist satisfaction, with the exception of product innovation, while having
marketing innovation being of highest significance. In turn, tourist satisfaction is found to greatly influence
the formation of destination loyalty. Findings then provide notable indication on religiosity as a moderating
factor to the proposed relationships within the investigated framework, between service innovation and
tourist satisfaction, as well as tourist satisfaction and destination loyalty.
Originality/value – This study, thus, revealed the level of religiosity, particularly from the standpoint of
Islamic perspectives, in playing a critical role towards predicting capability of service innovation on tourist
satisfaction, and further, destination loyalty. Contributions hereby lie on theoretical and pragmatic insights
concerning aspects of service and Islamic marketing within today’s tourism front. |
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