I What Does It Take To Be An Attractive Islamic-Oriented Travel Package Towards Satisfying The Needs Of Muslim

Travel agencies have modernized the way they communicate their package tours to travellers through digital technology. It is however imperative to also understand travellers’ needs in order to remain competitive in the market. In particular, it is crucial to clearly recognize the diversity in travel needs particularly the travel desires of Muslims travellers since they hold a different set of values and beliefs that guide their travel needs. Hence, this research attempts to understand the Islamic travel needs among the Muslim travellers and how such needs can impact the attractiveness of package tours in Malaysia. The travel needs of Muslim travellers i.e. travel motives, travel behavior and perceived travel barriers will be determined and tested against the attractiveness of packaged tours. This paper proposes a conceptual model so that further analyses can be conducted, and marketing strategies can be recommended to enhance the attractiveness of package tours developed by Travel agencies for the Muslim travellers. By gaining a better understanding, tour operators in Klang Valley, Malaysia will be able to enhance their marketing strategies, increase the demand for their package tours and attract more Muslim travellers to travel with them.