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.
Volume: Volume 23
Issues: Issue 2
Keywords: Umrah Package, Celebrity endorsement,The PATER Model, Generation Y, Umrah Industry