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An empirical analysis of young adult Kuwaiti nationals’ intention to travel to non-Muslim countries

ABSTRACT This paper examines the impact of travel motivation, Muslim-friendly amenities, destination image, and service quality on young adult Kuwaiti nationals’ intention to travel to non-Muslim countries. A self-administered structured questionnaire consisting of multiple-item scales was distributed to a purposive sample of 343 Kuwaitis, ages 18–34 years. Controlling for socio-demographics, hierarchical regression analysis results revealed that destination cognitive image and the availability of Muslim-friendly amenities played a significant role in Kuwaiti travelers’ intention to visit non-Muslim countries. The study has important implications for non-Muslim countries targeting the Kuwaiti lucrative travel market. Moreover, this study concludes with a series of theoretical propositions in an effort to guide future research to reveal not only a deeper understanding of the range of psychological motivations but the consequences of international travel on the individual.