Attitudes, Subjective Norms, and Perceived Behaviour Control Factors Influencing Muslim Friendly Spa Visit

Abstract

The wellness industry and spa sector are marketable with promising future where economic development, globalisation, urbanisation, health concerns and religions become the driving factors. Muslim friendly spa is now emerging due to the demand among Muslims to relax, reflect, refresh, and rejoice themselves thus at the same time enabling them to cover their awrah. This study was designed to investigate the role of attitude, subjective norm and perceived behavioural control in patronizing Muslim friendly spa. Through this, the stakeholders can implement a good strategy to promote and educate the public on the concept of Muslim friendly spa to boost up the wellness tourism sector.