Understanding Muslim Tourist Experience Through RIDA Framework: A Comparative Analysis of Generation X And Generation Z

Abstract

Muslim tourists are often treated as a homogeneous market despite potential differences in travel expectations across generational cohorts. This study examines the perceptions of Generation X and Generation Z Muslim tourists regarding Johor Bahru as a Muslim-friendly destination using the Responsible, Immersive, Digital, and Assured (RIDA) framework. A quantitative cross-sectional research design was employed, involving 100 purposively selected Muslim tourists, comprising 50 Generation X respondents (aged 46–61 years) and 50 Generation Z respondents (aged 14–29 years). Data were collected using a structured five-point Likert-scale questionnaire and analysed using independent-samples t-tests at the 0.05 significance level. The findings revealed positive evaluations across all four RIDA dimensions for both generations. The Assured dimension received the highest mean ratings, while Immersive recorded the lowest for both groups. However, no statistically significant differences were identified between Generation X and Generation Z across any of the RIDA dimensions. These findings suggest that faith-based destination attributes including halal authenticity, religious comfort, safety, and accessible Muslim-friendly facilities and digital services play a more influential role in shaping destination perceptions than generational differences. From a managerial perspective, destination managers should prioritise developing a robust, cross-generational Muslim-friendly tourism ecosystem while strengthening immersive experiences that foster deeper engagement with local heritage, culture, and communities. Although the study is limited by its focus on a single destination and the use of non-probability sampling, it provides one of the earliest empirical comparisons of generational perceptions using the emerging RIDA framework. The findings contribute to the growing body of knowledge on Muslim-friendly tourism and offer practical insights for enhancing urban destination management in Malaysia.