DefinePK

Research Objective

To investigate Umrah travelers' behavior by conducting a systematic literature review (SLR) to identify Umrah attributes influencing travel behavior, highlight research gaps, and propose future research directions and practical guidelines for management and marketing.

Methodology

Systematic Literature Review (SLR) adapted from a five-stage process, following PRISMA guidelines. The search was conducted in August 2023 across Scopus and Web of Science (WoS) databases using various search terms related to Umrah travel. Inclusion criteria required English, peer-reviewed journal articles specifically examining Umrah attributes/factors associated with traveler behavior. 20 articles published between 2013 and 2023 were selected for final analysis. Data extraction involved organizing information on publication trends, journals, geography, methodologies, analysis techniques, and theories into an Excel sheet, followed by descriptive quantitative analysis and qualitative synthesis.

Methodology Flowchart

                        graph TD; A[Define SLR Objectives & Protocol] --> B[Database Search: Scopus & WOS]; B --> C[Initial Search Yields 890 Articles]; C --> D[Screening & Exclusion PRISMA]; D --> E[Snowballing Search]; E --> F[Final Selection: n=20 Articles]; F --> G[Data Extraction & Organization]; G --> H[Analysis]; H --> I[Quantitative Analysis Trends, Methods, Theories]; H --> J[Qualitative Synthesis 7 Attribute Themes]; J --> K[Identify Gaps & Future Directions]; K --> L[Reporting Results & Conclusion];                    

Discussion

The study synthesizes existing literature to provide a holistic view of Umrah travel behavior, addressing the scarcity of comprehensive reviews in this area, especially post-pandemic. The findings emphasize that personal attributes are the most studied factors, while psychological attributes are underexplored. The dominance of research from Southeast Asia suggests a geographical bias. The review identifies critical gaps, including the lack of studies simultaneously evaluating all seven identified attributes, limited research outside Southeast Asia (e.g., Pakistan, India), insufficient focus on actual behavior at the destination, underutilization of cluster analysis, and a gap in applying market segmentation theory and mixed-method research designs.

Key Findings

The review analyzed 20 articles published between 2013 and 2023, with a publication peak between 2021 and 2023. 50% of the studies originated from Southeast Asia. The dominant methodology was quantitative (19 studies), with Structural Equation Modelling (SEM) being the most frequent analysis technique (9 articles). Seven key themes of Umrah attributes influencing travel behavior were identified: personal attributes (most frequently researched), destination image, demographics, psychological factors, travel fundamentals (accommodation, food, transport, safety), experiences, and perceived risks.

Conclusion

The systematic review successfully consolidated research on Umrah attributes influencing tourist travel behavior, identifying seven core themes. These insights are crucial for destination governments and marketing managers, particularly in light of Saudi Arabia's goal to host 30 million pilgrims by 2030, allowing for targeted strategies to enhance the pilgrimage experience. Future research should focus on exploring the intricate connections between all seven attributes simultaneously, expanding geographical scope, investigating in-destination behavior, and employing underutilized analytical techniques like cluster analysis and mixed methods.

Fact Check

1. The systematic literature review analyzed 20 Scopus and WOS articles from 2013 to 2023. (Confirmed in Section 2.6 and 4.2)
2. 10 out of the 20 studies analyzed originated from Southeast Asia, constituting 50% of the studies. (Confirmed in Section 3.3)
3. Structural Equation Modelling (SEM) was the most applied data analysis technique, used in 9 articles. (Confirmed in Section 3.5)

Mind Map