1. INTRODUCTION

Muslims actively participate in religious tourism by visiting Mecca for Umrah or Hajj. These pilgrimages hold immense spiritual and religious significance in Islam for Muslims.¹ Umrah is a religious tourism activity for Muslims, involving elective pilgrimages throughout the year, except during the Hajj pilgrimage period. It involves visiting specific sacred sites in Mecca and Medina, Saudi Arabia.² Prophet Muhammad advised performing Umrah during Ramadan, although it is neither mandatory nor time-restricted.³ Furthermore, it involves following the teachings of Prophet Muhammad (PBUH), and visiting the sacred sites associated with the Quranic revelations.⁴ Umrah pilgrims often seek spiritual growth and fulfillment of religious obligations through this journey.⁵ Umrah, a rapidly growing religious tourism industry, has as immense potential for expansion, contributing to economic growth in Muslim-majority countries.⁶ It became a significant and growing segment of the global market for special-interest religious tourism.⁷ However, in 2019, over 2.5 million tourists visited Saudi Arabia for their spiritual journeys during the Umrah and Hajj.⁸

The COVID-19 pandemic drastically impacted religious tourism, reducing Umrah pilgrim numbers from 10,000 in 2020 to 60,000 in 2021.⁹ By 2022, the figures showed a significant recovery, with 926,000 pilgrims participating.¹⁰ However, dissatisfaction with Umrah services and lingering pandemic effects led to changes in travel behavior, reduced satisfaction, and lower travel frequency.¹¹ As a result, the overall number of pilgrims visiting Saudi Arabia for Umrah remains limited.¹² A recent study predicts the Umrah pilgrimage's 2–3-year recovery period.¹³ In response, the Saudi Ministry of Hajj and Umrah is planning strategies to host 30 million pilgrims' strategies to host.¹⁴ Understanding Umrah travelers' behavior is crucial for strategic planning, economic development, tourist satisfaction, and effective policymaking to optimize the Umrah experience.

Most of the past research on Umrah religious tourism primarily examined factors influencing Umrah travel behavior.¹⁵ Key areas of focus include service quality on the behavior of Umrah travelers,¹⁶ Umrah attributes of travel behavior,¹⁷ and Umrah travelers' attributes based on traveler experience.¹⁸ However, a significant gap exists in the form of comprehensive literature reviews focusing on the topic of Umrah travelers' travel behavior. There is a pressing need to thoroughly analyze Umrah travelers' travel behavior to identify research gaps and guide researchers about the development of Umrah religious tourism.

Although Umrah travel behavior has received considerable attention, the literature fails to reflect recent developments in the religious tourism industry. Comprehensive reviews on this topic, particularly considering recent developments and scenarios in the travel and religious tourism industry. A systematic review would provide researchers with the guidance that can contribute to the progress of Umrah religious tourism, particularly given current infrastructure improvements. Despite extensive research on Umrah travel behavior, understanding the study remains constrained in several ways.

For instance, previous research on Umrah travel behaviors has relied on various theoretical frameworks, making it challenging to compare and generalize empirical findings.¹⁹ Furthermore, much of this research has been quantitative, emphasizing the factors influencing such behavior.²⁰ Similarly, studies on religious tourism have used SLR techniques to investigate various aspects of the sector.²¹

The discussion highlights a lack of systematic literature review and synthesis to understand this topic holistically. To bridge this gap, the study established the following objectives:

• Examine the distribution of studies by year, leading journals, geographic coverage, methodological approaches, data analysis techniques, applied theories, and attributes influencing Umrah travel behavior.
• Identify potential directions for future research.
• Provide actionable guidelines for destination management and marketing professionals in religious tourism.

The strategic importance of this phenomenon necessitates knowledge synthesis and critical examination of existing literature to develop effective practitioners' methods. The current research provides a structured approach, ensuring coherence and direction. This contribution to current literature would be multi-faceted, aiding the scholarly community in various ways. This synthesis offers a systematic approach, enabling researchers to reproduce and expand their findings. Moreover, this paradigm suggests a unified perspective for future research on Umrah traveler travel behavior, offering a comprehensive and holistic understanding of the subject.

Over the past decade, researchers investigating Umrah traveler behavior found a variety of research theories, data analysis techniques, and methodologies. These varied approaches contribute to a deeper comprehension of the subject. They also enable precise identification of research gaps, directing future research toward underexplored areas. This systematic literature review aims to thoroughly and systematically comprehend the entire phenomenon. By analyzing a wide range of relevant studies, it seeks to foster a deeper and more complete understanding of the phenomenon.

This paper is structured as: the next section describes the employed for the systematic literature review (SLR). The subsequent section presents the findings of this review in two subsections: (1) descriptive quantitative analysis and (2) qualitative literature synthesis. Section four highlights the strengths and limitations of the current literature. Section five identifies critical research gaps and proposes future research directions. Finally, the current study delves into the practical implications of the findings before proceeding to the conclusion section.

2. Systematic Literature Review

The current study employs a systematic Literature review (SLR) to determine the attributes of Umrah travelers' behavior. It analyzes traveler attributes, geography, leading journals, publication timelines, methodologies, analysis techniques, theories used in research articles. A systematic review is the most dependable, efficient, and high-quality method for reviewing extensive literature.²² Initially used in medical science, the researcher feels it is also appropriate and valuable for developing accessible knowledge in a variety of other areas, including business management research.²³

The fundamental goal of a systematic literature review (SLR) is to synthesize large datasets into comprehensible summaries, addressing practical and context-specific challenges. SLR allows researchers to comprehend the depth and breadth of the studied phenomenon.²⁴ Therefore, SLR can integrate information generated through both qualitative and quantitative approaches. While numerous researchers have emphasized the significance of SLR in the field of tourism and hospitality.²⁵

However, its application to Umrah traveler behavior is limited, highlighting the need for this review.²⁶ Therefore, an SLR will be conducted on Umrah attributes related to tourist travel behavior. SLR offers objective and actionable insights, serving as a foundation for researchers and practitioners to inform policy and future research.²⁷ Similarly, this strategy is beneficial for defining the broader scope of the outfield.²⁸ This study follows a five-stage SLR process adapted from previous research, outlined in Figure 1.²⁹

2.1. Method

This systematic literature review (SLR) investigates the prior research on Umrah attributes influencing tourist travel behavior to Saudi Arabia's religious destinations. Furthermore, it focuses on various aspects, including the distribution of studies over time, leading journals', geographic distribution of publications, data analytical techniques, methodological approaches, and theoretical frameworks employed in research articles exploring Umrah traveler' behavior.

Figure 1. Systematic Literature Review Methodology Research Process

The SLR established the review objectives, as elaborated in the preceding section. This literature review tackled the following research questions:

2.2. Step 1: Research Questions

To facilitate analysis, our main research question is divided into three sections. Accordingly, the present SLR addresses the following research questions (RQs):

• What research distribution by year, leading journals, the geographic distribution of publications, methodology approaches, data analysis techniques, and theories have been employed in studying Umrah travelers' behaviour?
• What are the key attributes associated with Umrah travelers' behaviour?
• What are the existing gaps and limitations identified in the literature? Additionally, what potential avenues for further research can be identified?

2.3. Step 2: Literature Review Protocol

2.3.1. Database Searching Steering

The current study conducted a comprehensive search of multiple databases to gather articles on Umrah travel behavior, ensuring broad coverage from reliable sources. A meticulous selection of reputable online databases was undertaken to encompass a broad spectrum of publications. The data collection was carried out in August 2023, focusing on two well-known databases: Web of Science (WoS) and Scopus. Web of Science (WoS) is a popular search engine for literature reviews, though it may lack sufficient tourism-related journals. The selection of journals in the WoS is determined by various factors, including their reputation, impact, editorial quality, and overall scholarly significance.³⁰ Hence, the Scopus index has been added to the database to provide a more comprehensive coverage of tourism journals.³¹ Scopus is recognized for its extensive collection of tourism research, making it a valuable resource for this study.³² Both WoS and Scopus are commonly used in management-related systematic literature reviews³³.

2.3.2. Suitable Search Term

This systematic literature review (SLR) utilized Scopus and the Web of Science (WoS) databases to identify relevant literature. The databases were chosen for their Boolean search capabilities, API features a Boolean syntax, allowing researchers to combine terms with operators like 'AND,' 'OR' and 'NOT.'³⁴ To enhance the search, all potential synonyms of the key terms were included. The search string used terms such as "Umrah performers," "Umrah traveler," "Umrah tourist," "Muslim religious site travel," "Umrah tourist revisit intention," "Makkah," "Umrah visit intention," "Umrah future visit," "Medina," and "Muslim traveler intention." Due to the fast-paced nature of research in the field, it is essential to note that there have been significant developments in immersive experiences due to the COVID-19 pandemic. While the SLR had to create date boundaries to complete the analysis. Readers are encouraged to stay updated on recent literature³⁵ in this fast-expanding study area.

2.3.3. Inclusion/Exclusion Criteria

The inclusion criteria targeted studies published in English within international peer-reviewed journals. No restriction was imposed on the year of publication. This SLR aims to identify original research papers that specifically examine immersive experiences. The main inclusion criteria were applied to filter publications that address the Research Question and should focus on Umrah's attributes/factors associated with Umrah traveler behavior. Furthermore, essential concepts were expected to be explored and extended in full journal papers, which would be included in the SLR utilizing this approach. Moreover, this study applied the exclusion criteria: Conference proceedings, duplicate studies, reports, and dissertations were removed from the SLR due to the difficulty in evaluating their quality.³⁶

2.4. Step 3: Literature Screening

The current study identified 890 relevant research articles, adhering to PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-analyses) and incorporated the established methodologies in tourism research.³⁷ The PRISMA was chosen due to its comprehensive nature, widespread use across various disciplines worldwide, and its ability to improve review consistency.³⁸ A PRISMA flowchart for the literature screening process is depicted in Figure 2.

Figure 2. Result of Systematic Literature Review (SLA) based on PRISMA Methodology

After applying the general inclusion and exclusion criteria (Figure 2), the number of articles narrowed to (n=359). Duplicate articles were then removed, reducing the total to (n=200) for further analysis. Among these, (n=160) were excluded based on their titles and abstracts. Afterwards, 40 articles were left for further evaluation.

Two authors independently reviewed these40 articles. They followed strict inclusion/exclusion criteria to ensure accuracy. As a result, they attained a consensus and selected (n=13) papers for the eligibility phase. The second group of articles on the snowballing method was used for the additional search for the articles. The ensuing search revealed an additional (n=185) paper because of the backward and forward snowballing/searches. As shown in Figure 2, this approach included the exact search and selection steps as the original search. After evaluating the general and first-level inclusion criteria, (n=54) papers were subjected to a full-text review. To address this, the review process ensured that repeated searches across multiple databases yielded consistent results. After completing all steps, a final n=20 articles were selected for systematic review.

Among the (n=30) papers reviewed, (n=7) were deemed eligible for the final collection of articles for the "SLR." A recent study found no definitive answer to when to conclude a search and how to assess its comprehensiveness and thoroughness.³⁹ While one researcher may consider 30 articles sufficient, another may find it insufficient. Some researchers proposed methods to conclude a search when multiple searches utilizing identical terms across various databases yield consistent results.⁴⁰ Therefore, after completing all the rigorous stages, the final study selected and included the remaining (n=20) articles for analysis of the SLR.

2.5. Step 4: Extract Relevant Literature Information

The data extraction involved collecting information from (n=20) articles on Umrah travelers' behavior. This included examining key attributes, as publication trends by year, leading journals, geographic distribution, data analysis techniques, methodologies, and theoretical frameworks. The extracted data was systematically organized into a Microsoft Excel sheet to address the research questions. Descriptive analysis of the extracted data was also performed using Excel.⁴¹

To synthesize the information, qualitative and mixed-method methodologies were employed. These approaches allowed for iterative comparisons across primary data sources, as recommended by existing literature. The current study employed an integrative review strategy that combined quantitative⁴², qualitative, and mixed-methods research designs. This facilitated the identification of key trends and patterns in the literature. Additionally, future research opportunities and challenges were also highlighted. The researcher conducted both quantitative and qualitative analyses and also presented them in subsequent sections.

2.6. Step 5: Reporting the Result

Research has systematically reviewed literature on Umrah travelers' behavior toward Saudi Arabia as a religious destination. This review provides an updated understanding of the subject by analyzing relevant studies from diverse sources. The review identified n=20 articles published between 2013 and 2023. These articles focus on the travel behavior of Umrah pilgrims visiting Saudi Arabia for worship. The researcher thoroughly examined (n=20) articles, paying particular emphasis on the abstracts, results, and discussion sections. The findings are presented in two parts: (1) descriptive quantitative analysis, (2) qualitative synthesis of key themes and patterns identified in the literature. Subsequently, the qualitative synthesis further explored attributes influencing Umrah travelers' behavior.

3. Descriptive Quantitative Analysis

During the initial phase of data synthesis, this SLR conducted a quantitative analysis. It assessed the distribution of publications by year, leading journals, geographic distribution, research methods, data analysis techniques, theories applied, and attributes of tourist travel behavior.

3.1. Articles Included in the Review by Timeline

Figure (3), illustrates the timeline of reviewed articles, starting from the first publication in 2013.⁴³. Numerous papers were published between 2021 and 2023, with 11 articles. The graph indicates a steady upward trend in annual publications. This growth reflects the rising interest of researchers in the subject Umrah travelers' behavior. The number of publications resulting from the SLR is shown by the year of submission to the journal.

Figure 3. Number of Publications by Year

3.2. Published Article by the Journal

As a result, shown in Figure 4, articles about Umrah traveler travel behavior ties have appeared in 20 publications. Out of 20 articles, the International Journal of Religious Tourism and Pilgrimage and the International Journal of Culture, Tourism, and Hospitality Research have published four (4) articles out of twenty (20). The rest of each journal published one )1) article, for instance, The International Journal of Academic Research in Business and Social Sciences, Geo Journal of Tourism and Geo Sites, Journal of Indonesia Tourism Hospitality and Recreation, and Journal of Islamic Marketing.

Figure 4. Number of Publications by Journal

3.3. Context

The following section, Figure 5, highlights the countries featured in the analyzed dataset. The findings emphasize that Southeast Asia plays central role in researching Umrah travelers' behavior towards Saudi Arabian destinations for religious tourism (see Table 5). A significant portion, precisely 10 out of the 20 studies, originate from Southeast Asia. This constitutes 50% of the studies eligible for this review. This highlights the leading influence of Asian countries, particularly Malaysia and Indonesia, in shaping insights into Umrah traveler' behavior. towards Saudi Arabia as a religious tourism destination. Southwest Asia ranks as the second-largest contributor in this domain. Meanwhile, South America and Central Asia occupy the fourth and fifth positions regarding their contributions to the Umrah travel behavior studies.

Figure 5. Number of Publications by Origin

Figure 6. Number of publications by region

3.4. Method

This section summarizes the reviewed studies, primarily emphasizing the research method employed to elucidate Umrah travelers' behavior toward Saudi Arabian religious destinations. The findings reveals that many previous studies employed a quantitative approach (19 studies), while only one used a qualitative methodology.

Figure 7. Number of Publications by Method

3.5. Data Analysis Techniques

This section presents an overview of the examined studies, highlighting the analytical techniques used to explore the travel behavior of religious site tourists. Figure 8 shows the various analytical methodologies used in studies of Umrah traveler behavior towards Saudi Arabia. The majority of research on Umrah travelers' behavior has applied structural equation modelling (SEM) techniques, as evidenced by (9 articles). The second most used technique in Umrah traveler behavior research is factor analysis (7 articles), followed by descriptive analysis (1 Article) and cluster analysis (2 Articles).

Figure 8. Number of Publications by Analysis Techniques

3.6. Theories Used in Past Literature

Figure 9, shows that most of the prior studies used a variety of theories, including Maslow's Hierarchy of Needs theory,⁴⁴ motivation theory,⁴⁵ Stimulus-–Organism–Response (S–O–R),⁴⁶ Theory of Planned Behavior,⁴⁷ Social Theory,⁴⁸ Service Marketing Theory,⁴⁹ and EMT⁵⁰ (Effective Medium Theory).

Figure 9. Number of Publications by Theories Used

3.7. Attributes Used in the Articles Related to Umrah Traveler Travel Behavior to Makkah

Table 1. Attributes that Affect Tourist Travel Behaviour/Intention

4. Qualitative Synthesis of Literature Review focused on Crucial Umrah Attributes/Factors of Tourist Travel Behavior

The main objective of the current study was to explore the, Umrah attributes that influence tourists' travel behavior. Hence, this research conducted a thorough SLR through quantitative analysis of (n=20) relevant papers. These papers focused on key Umrah attributes and their relationship with tourist behavior in Saudi Arabia. These vital attributes related to Umrah travel behavior were thoroughly synthesized using qualitative synthesis approaches.

4.1. Synthesize Attributes Related to Umrah Travel Behavior

This section outlines the various Umrah attributes that influence tourist behavior, as identified in studies across tourism, hospitality, and management literature. Travel behavior can be understood as a series of choices, shaped by numerous attributes and factors such as the destination environment, accommodation options, key activities, travel duration, and expenditure. By excluding unrelated studies and focusing on those directly related to Umrah traveler behavior, this qualitative synthesis provide valuable insights into the key attributes influencing tourists during their Umrah to Saudi Arabia destination. Our study highlights seven key themes related to Umrah attributes: (1) personal attributes (2) destination-related factors (3) demographic attributes (4) psychological influences (5) accommodation, food, transportation, safety, and security (6) experiential factors, and (7) perceived risks. The above seven main themes emerged from the literature sheds light on Umrah traveler behavior showing distinctive attributes and patterns.⁷¹

4.1.1. Personal Attributes

Personal drivers are the core beliefs, ideals, or forces that motivate an individual to act in a particular manner.⁷² Previous research highlights numerous personal factors that positively influence Umrah travelers' intentions and behaviors. The present study categorizes these factors as personal attributes/motives. For instance, one study found that spiritual/religious practices and gratitude towards a higher power significantly strengthen the intention to perform Umrah.⁷³ Furthermore, a previous study found that the positive effects of self-identity, cosmopolitanism, and the desire for social interaction were shown to increase Umrah's post-travel intention.⁷⁴

A study revealed that religious motivation and secular motives significantly impact the travel intentions of Umrah pilgrims toward religious destinations.⁷⁵ These elements contribute to a person's decision-making process and intention to visit a destination. Religious and secular motivations shape the way a person perceives the worth and appeal of a destination. The interplay of these personal elements uniquely contributes to the travel intention. Likewise, a previous study revealed that experiential pilgrim level, trust, and celebrity attachment significantly shape the travel intentions of Umrah travelers.⁷⁶ These factors highlight the importance of tourist opinions and feelings that can influence the decision-making process. Trust in the pilgrimage and celebrity attachment are essential personal factors that influence their intention to travel. Research on Kuwaiti travelers revealed that motivation plays a critical role in their preference for Islamic destinations.⁷⁷.Trust has a significant effect on the loyalty of Umrah pilgrims.

Personality traits such as motivation and attitude significantly influence the intention to visit Umrah destination.⁷⁸ Moreover, two studies found that religiosity also has a strong influence on this decision.⁷⁹ However, satisfaction is another crucial factor that shapes travel intentions for Umrah.⁸⁰ Likewise, positive word of mouth plays an important role in encouraging visits to religious destination.⁸¹

Moreover, the current research has shown that personal values and motivation affect the intention to travel to Umrah destinations.⁸² Moreover, another study highlighted that, psychological needs, self-actualization, and adapting to new norms shape travel behavior. These factors are deeply connected to an individual's personality and mindset. They determine how travelers perceive and experience their journey. Additionally, emotional, financial, intellectual, physical, social, and spiritual wellness were found to affect Umrah travelers' intentions. These wellness dimensions are also considered essential personal attributes influencing travel behavior.⁸³

The current research indicates that self-esteem, relationship, physiological needs, and personal attributes greatly influence the intentions to visit religious destinations.⁸⁴ Furthermore, tourists' positive perception of the Umrah destination also play a crucial role in shaping their travel intention. The study highlights that how an individual's sense of self-worth, the desire for social connections, and basic physiological requirements can shape their motivation and intention to engage in religious travel experiences.⁸⁵ These motivations and emotional responses reflect the traveler's mindset, preferences, and feelings, influencing their desire for a pilgrim experience

Table 2. Personal Attributes Affect Tourist Intention/Behavior

4.1.2. Demographic Attributes

A demographic attribute refers to personal traits or characteristics that categorize individuals. These include factors such as age, gender, marital status, income, education, and occupation.¹⁰⁰ Furthermore, gender plays a significant role in influencing the intention to visit Umrah destinations.¹⁰¹ Additionally, the research identifies factors such as age, marital status, and average daily expenditure influence tourists' loyalty to religious sites.

Table 3. Demographic Attributes Affect Tourist Intention/ Behavior

4.1.3. Psychological Attributes

Psychological attributes are traits and qualities related to an individual's mental and emotional state.¹⁰⁴ Similarly, factors such as Play- Ecstasy, Play- Communitas, Play- Flow, Self-Expression, and Hedonism significantly affect Umrah travelers' intentions to visit religious destinations.¹⁰⁵ These psychological aspects enhance travel intention by improving the emotional, social, and experiential dimensions of the journey.

Table 4. Psychological Attributes Affect Tourist Intention/Behavior

4.1.4. Destination Image Attributes

Destination-related attributes refer to the unique characteristics and features of a. travel destination.¹⁰⁷ These attributes help distinguish one destination from another, influencing travelers' perceptions and choices. Furthermore, the current study discovered that positive cognitive and emotional images can greatly impact Kuwaiti travelers' intentions.¹⁰⁸ A positive cognitive image highlights the destination's appeal based on facts and features. Meanwhile, positive emotional images evoke excitement and favorable emotions, encouraging travel decisions. Another study found that factors such as attraction, self-expression, and centrality influence Islamic destination brand equity.¹⁰⁹ Additionally, the current research discovered that the image of a destination significantly influences the intention of tourists to revisit that destination for Umrah sites.¹¹⁰

Similarly, Umrah visit expectations play a vital role in shaping intentions to travel to the destination.¹¹¹ A strong link has been identified between the service environment and revisit intention to Umrah destination.¹¹² The physical setting and atmosphere at the Umrah destination are crucial in motivating travelers' revisit. Studies show that religious service escape, ease of access, and Kaaba attractiveness significantly affect revisit intentions. Moreover, religiosity was found to strongly influence tourist behavior.¹¹³

Table 5. Destination Image Attributes Affect Tourist Intention/Behavior

4.1.5. Experiences Attributes

Destination experience attributes are the features and characteristics of a destination that shape travelers' overall experiences.¹²¹ These aspects influence perceptions, emotions, and interactions, ultimately influencing their satisfaction, engagement, and memories of the trip. Research shows that perceived destination image significantly influences post-travel intentions.¹²² This image is shaped by visitors' prior knowledge, expectations, and experiences¹²³. Experiential pilgrimage influences travelers' intentions to visit a destination.¹²⁴ In our study perspective, experiencing pilgrimage can be viewed as a specific destination-related attribute because it is a distinctive and compelling element of specific places, particularly those with religious or cultural importance. Studies also found that Umrah satisfaction affects the traveler's intention toward the religious destination.¹²⁵ Furthermore, pricing is an important factor affecting tourist loyalty.¹²⁶

A past study found that experiential pilgrims affect travel intentions.¹²⁷ This refers to the feelings, emotions, and overall affective responses that individuals experience during and after the pilgrimage. Another study highlighted that the perceived image of a destination has a strong impact on post-travel intentions.¹²⁸ This implies that travelers' perceptions of a destination's attributes notably impact their intentions to return or participate in related activities. However, a perceived quality of Islamic offerings and Islamic value was found to significantly affect loyalty to the Umrah destination.¹²⁹

Moreover, emotional experience significantly affects tourist behavior.¹³⁰ Furthermore, experiential pilgrim has been linked to an increased intention to revisit.¹³¹ The study has discovered that perceived value significantly affects revisit intention¹³². This finding indicates that travelers' perceptions of the value they receive from a travel experience have a noteworthy impact on their intentions to revisit the same destination or engage in similar activities in the future.

Table 6. Experiences Attributes Affect Tourist Intention/Behavior

4.1.6. Travel Fundamentals Attributes (Accommodation, Food, Transportation, Safety, and Security)

Travel fundamentals include the key components that are crucial for planning, organizing, and enjoying a successful trip.¹⁴⁰ Factors like local transportation, food, beverages, and shopping significantly affect repeat Umrah visits.¹⁴¹ These elements contribute to the broader travel experience and influence travelers' decisions to revisit the Umrah destination. Moreover, safety needs play a vital role in shaping travel behavior.¹⁴² Rooted in Maslow's hierarchy, these needs focus on security, protection, and the absence of freedom from harm, both physical or emotional harm.

Table 7. Travel Fundamentals Attributes Affect Tourist Intention/Behavior

4.1.7. Perceived Risk Attributes

Perceived risk attributes are the factors that individuals associate with uncertainty or potential negative outcomes of a decision.¹⁴⁵ However, a past study found that pilgrim's experiential risk significantly affects the intention to travel to the destination.¹⁴⁶ Moreover, psychological, physical, travel-related risks also affect the willingness to travel.¹⁴⁷ Lastly, another study highlights that health risks can strongly affect tourists' intentions to revisit a destination.¹⁴⁸

Table 8. Perceived Risk Attributes Affect Tourist Intention/Behavior

4.2. Summary of Findings

This study identified seven exclusive themes related to Umrah attributes. Personal attributes emerged as the most frequently researched topic in existing Umrah literature. In contrast, psychological attributes have received comparatively less attention. Table 9 below summarizes the new Umrah attributes based on SLR research of Umrah travel behavior.

Table 9. Summary of the Findings

4.3. Thematic Framework

Figure 10. The Thematic Framework of the Umrah Attribute Affects Tourist Travel Behavior

5. Strengths And Limitation

This review is a groundbreaking effort to consolidate existing research on Umrah attributes associated with Umrah traveler behavior, while assessing the magnitude of this evidence. A key strength of the study lies in its alignment between research methods and objectives, ensuring a thorough exploration of the available literature. Moreover, the current study employed systematic searching, screening, and data extraction processes following the PRISMA guidelines.

This research review has several limitations. Initially, only twenty (n=20) publications from peer-reviewed journals were deliberately chosen for inclusion in this study. Papers from conferences, dissertations, and other research venues were excluded based on strict criteria. As a result, studies outside peer-reviewed journals may have been overlooked. Similarly, research published in languages other than English was not included, potentially missing valuable insights. Furthermore, this review did not follow a predetermined conceptual framework. The data relied on secondary references, analyzing results from other researchers' investigations based on Umrah travelers' behaviors. Moreover, in qualitative research, common themes were interpreted of findings, potentially differing from themes interpreted by the authors. These interpretations might differ from those of other researchers.

6. Key Research Gap Future Research Direction

A recent study highlights the importance of focusing on prospects in any systematic literature review (SLR).¹⁵² The analysis of research on Umrah travelers' behavior has revealed key areas requiring further exploration. While significant advancements have been made in understanding the core aspects of Umrah traveler behavior, some gaps remain. Future researches are needed to explore these unexplored areas. The systematic literature review (SLR) identified five critical research gaps that demand attention.

First, the current study revealed seven main Umrah attributes that significantly affect traveler behavior. These include (personal, destination-related, demographic, and psychological attributes. Other themes include accommodation, food, transportation, safety, security experiences, and perceived risks. Future research should focus on delving into the intricate connections between Umrah attributes and tourist travel behavior. There is no empirical evidence evaluating these seven attributes on Umrah travel behavior simultaneously in one inclusive framework. These attributes can be influential factors for Umrah behavior, such as repeat Umrah visitors, travel behavior, loyalty towards the destination, revisit intention and willingness to travel. Understanding these connections could help researchers identify key motivational factors behind Umrah travel decisions.

Second, most previous studies conducted in Southeast Asian countries have discovered a correlation between Umrah traveler behavior and their attributes. Research on Umrah traveler behavior has primarily been dominated by Southeast Asian countries such as Malaysia and Indonesia. Around 50% of research in this field has been conducted within these countries. Although some research exists in other Muslim-majority countries like Pakistan, India and Turkey remain underexplored. There has been relatively less focus on investigating the behavior of Umrah travelers in regions where Muslims constitute a significant percentage of the population and where the number of Umrah travelers is high. For example, countries like Pakistan, India, Turkey, and others with major Muslim populations have received limited attention in this regard. Researchers in these countries should extensively investigate these seven key attributes Umrah pilgrims. The research outcomes will help academics comprehend the significant differences between these attributes when considering different profiles and study locations. This approach will highlight the diversity and unique aspects of Umrah travel behavior. Such studies will highlight the diversity and unique aspects of Umrah travel behavior.

Third, previous studies have primarily focused on analyzing the travel behavior of Umrah travelers toward their destination. However, there is limited research on their actual behavior at the Umrah destination. Future research must address this gap. A potential avenue for exploration could involve employing qualitative approaches like the ZMET (Zaltman Metaphor Elicitation Technique) to uncover the semi-conscious metaphors that indeed underlie the purchase intentions.¹⁵³ ZMET is a technique that enables the extraction of conscious and subconscious thoughts by analyzing individuals' metaphorical or non-literal expressions. Therefore, future researchers should investigate the actual behavior of Umrah travelers when they are in the two holy cities: Medina and Makkah. Such research may uncover new attributes that describe the authentic Umrah traveler's behaviour. This would significantly enhance the literature pertaining to understand the authentic pilgrim's behavior.

Fourth, most Umrah travel studies rely on structural, factor, and descriptive analysis techniques. The frequency of cluster analysis, techniques has decreased compared to the past. Only two studies have explored cluster analysis in this, focusing on travelers from Kazakhstan and Saudi Arabia. Cluster analysis groups individuals based on similar behaviors, preferences, or attributes of Umrah travelers. The current research on these techniques is limited to two studies, highlighting a significant gap in the existing body of knowledge. To elaborate, cluster analysis techniques involve a data-driven approach where individuals or entities are grouped into clusters based on similarities in their attributes, behaviors, or characteristics.

In the context of Umrah traveler's behavior, cluster analysis helps in identifying distinct patterns of travelers with similar preferences, motivations, or spending patterns, thereby offering valuable insights for industry stakeholders and policymakers. Accordingly, for the Umrah industry, segmentation of Umrah travelers by travel attributes is essential. It enables the creation of targeted marketing strategies to improve traveler behavior. Therefore, it is highly recommended that future research should prioritize cluster analysis techniques. The industry's current 'one size fits all' approach may overlook the diversity of customer needs. Using segmentation, stakeholders can better serve travelers from varied backgrounds and purchasing powers.

Fifth, Previous research on tourist travel behavior often employs various theoretical perspectives to analyze this phenomenon. However, it is worth noting that market segmentation theory has been relatively underexplored. This theory focuses on dividing a diverse market into smaller, more uniform segments based on shared traits. The current research highlights the necessity of delving deeper into market segmentation theory to comprehend Umrah traveler behaviors better. Applying this theory can provide critical insights into the distinct preferences, motivations, and behaviors, leading to more tailored strategies and offerings within the travel and tourism industry.

Sixth, most existing studies have employed quantitative and qualitative methods to examine Umrah traveler behaviors. However, there is a clear gap in research employing mixed-method strategies in this area. A mixed-method approach, combining the capabilities of both quantitative and qualitative methodologies, is essential for gaining a deeper and more comprehensive understanding of the complexities Umrah traveler behavior. Future research should prioritize this mixed-method research design to better understand the authenticity of Umrah traveler behaviour.

7. Conclusion and Implication

The current study aims to consolidate existing research to offer a holistic understanding of Umrah attributes related to tourist travel behavior. It reviews the prior research on Umrah traveler behavior, covering aspects such as geographic distribution, leading journals, publication years, methodologies, analysis techniques, and theoretical frameworks. The methodology aligns closely with the research objectives, facilitating an extensive exploration of the literature.

Furthermore, this review followed a systematic process for searching, screening, and data extraction, employing the well-established PRISMA guidelines.¹⁵⁴ The current study analyzed 20 articles published between 2013 and 2023, focusing on Umrah attributes influencing tourist travel behavior in Saudi Arabia. Seven key themes were identified related to Umrah tourist travel behavior: (1) personal attributes (2) destination-related attributes (3) demographic attributes (4) psychological attributes (5) accommodation, food, transportation, safety, and security attributes (6) experiences attributes (7) perceived risk attributes. Nonetheless, this review solely investigates the direct impacts of Umrah attributes on the travelers' behavior.

This systematic review offers valuable insights for destination governments and marketing managers. This study i highlights various Umrah-related attributes that influence tourist's behavior. These attributes are categorized into seven themes (1) personal attributes (2) destination-related attributes (3) demographic attributes (4) psychological attributes (5) accommodation, food, transportation, safety, and security attributes (6) experiential attributes (7) perceived risk attributes. As Umrah is a vital religious pilgrimage for Muslims to Mecca, understanding these influencing factors can help governments and marketers develop targeted strategies to enhance the overall pilgrimage experience.

Furthermore, the Ministry of Hajj in Saudi Arabia is currently strategizing to manage the anticipated influx of 30 million pilgrims for the 2030 season.¹⁵⁵ Moreover, our SLR has identified key attributes that significantly affect the travel behavior of Umrah travelers. By understanding these influential attributes, authorities can optimize resource allocation and enhance their efforts. For attributes that significantly shape Umrah travelers' behavior, tailored strategies can be implemented to maximize their effects. Our research has the potential to have a pivotal impact on shaping the trajectory of Umrah tourism. By offering guidance to authorities. The current study can steer them toward a more strategic, well-informed, and all-encompassing approach to accommodate the rising influx of pilgrims. The insights gained from this study are expected to play a significant role in the success of the 2030 season and in the extended development of Umrah tourism.

Conflict of Interest

The author of the manuscript has no financial or non-financial conflict of interest in the subject matter or materials discussed in this manuscript.

Data Availability Statement

The data associated with this study will be provided by the corresponding author upon request.

Funding Details

This research was supported by Universiti Tun Hussein Onn Malaysia (UTHM) through Tier 1 (vot Q418)