INFLUENCE OF INSTITUTIONAL FACTORS IN ADOPTING MUSLIM-FRIENDLY AIRPORT SERVICES
A CONCEPTUAL FRAMEWORK
Keywords:
Muslim-Friendly Tourism (MFT), Muslim-Friendly Airport (MFA), Institutional Theory, Competitive StrategiesAbstract
Muslim-friendly airport service is one of the elements of Muslim-friendly tourism (MFT) ecosystem, which constitutes a valuable component of the travel journey of the Muslim travelers. Many tourist destinations in the world started adopting Muslim-friendly tourism concepts including Muslim-friendly airport services after recognizing the economic potential of Muslim tourism market. Despite its relevance, Muslim-friendly airport service remains a relatively new and underexplored research domain, with significant potential for new business models and concepts. The aim of this paper is to conceptualize how institutional factors influence the adoption of MFA services by proposing a theoretical framework rooted in institutional theory. This paper explores the influence of institutional factors on the adoption of Muslim-friendly airport (MFA) services, with a focus on how traditional adoption factors, institutional isomorphic pressures, and the competitive landscape shape service implementation in the airport sector. This paper contributes to the growing body of literature on MFT by bringing a new dimension to the institutional theory in tourism studies and help practitioners adopt MFA services more effectively.
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