Problems and Challenges in Islamic Religious Tourism: Perspectives of Malaysian Hajj and Umrah Travelers’ and Travel Agencies

The unique needs and experiences of elderly pilgrims in the context of religious tourism, is highlighting the importance of tailored services and support should be provided by the Umrah’s and travel agencies. Research Aims: (1) to identify challenges faced by pilgrims during Hajj and Umrah and (2) to assess travel agencies’ current services and supports as part of their marketing strategies. Research Questions: (1) What are the main problems and challenges faced by the Malaysian pilgrims during Hajj and Umrah, and (2) What kind of services and supports provided by the Malaysian Umrah and travel agencies for the pilgrims. Design/methodology/approach: Through purposive sampling, interviews were conducted with eight pilgrims in a Focus Group Discussion (FGD) format and three selected travel agencies. Research Findings: The study reveals that elderly pilgrims require special assistance, and travel agencies have “standard†strategies that may require some innovations. From the service marketing perspective, a heavy reliance on the tour guide (mutawif) (people) must be supported with additional assistance (physical evidence) from the travel agencies. Theoretical Contribution/Originality: These findings can help future pilgrims better prepare for their journey and serve as a reference for travel agencies to enhance their Hajj and Umrah packages. Managerial Implication in the South East Asian Context: This study suggests that managerial practices in Malaysia are relevant to other countries in the South East Asian region, as they might face issues similar to geographic and developmental factors. Research limitation & implications: This study focuses solely on elderly pilgrims, which may affect the generalization of the findings to other age groups.