“If well framed”, non-Muslims will visit the mosque: does co-existence matter?

Purpose This two-part explanatory study aims to examine how the framing of messages influences non-Muslims who are unlikely to visit a mosque due to their self-conception, and how this might affect their behavioural change specifically, their intention to visit. This study also tested the impact of co-existence between framed actual image, ideal image and the intention to visit. Design/methodology/approach Using a snowball sampling approach, the study first sampled participants without message framing (358 respondents). Using the same respondents, the second phase of the study introduced message framing, resulting in 308 participants. Structural equation modelling was conducted using STATA Version 15. Findings The results indicate that a framed actual self-image is a stronger predictor of changes in consumer behaviour and thus leads to the intention to visit. The introduction of co-existence provided significant insights. Originality/value To the best of the author’s knowledge, this is the first study to objectively test the effectiveness of a framing technique in mosque tourism and to highlight message framing as a valid marketing strategy that can enhance consumer (tourist) switching behaviour towards the intention to visit. This study adds new insights into the psychological relationships between framed actual image, framed ideal image, co-existence and intention to visit, which has implications for self-congruity theory.