Umrah Celebrity Endorsement: Issues and Revised PATER Model

1Norzaini Binti Saupi, Amran Harun, Raman Ali, Darbaz Anwer Ismael and Bestoon Othman

127 Views
48 Downloads
Abstract:

The Umrah travel agencies offering Umrah package are now experiencing an amazing growth in Malaysia. Despite its great potential, there are various challenges faced by the Umrah travel agency which contributing to the declining of Umrah Pilgrim demand in the year 2018. Therefore, this study aims to review the industry challenges and concern especially observing the role played by the religious and entertainment celebrities as spokeperson for the umrah package which are anticipatedtohave an impact on the demand of umrah specificlly among generation Y. In addition, future recommendations in dealing with the consumers’ issues concerning on Umrah package and celebrity endorsement are discussed with the proposed Revised Pater Model.

Keywords:

Umrah Package, Celebrity endorsement, The PATER Model, Generation Y, Umrah Industry

Paper Details
Month9
Year2019
Volume23
IssueIssue 2
Pages529-547