ABSTRACT
Although the significance of perceived value and perceived risks is well documented in the tourism discipline, the exploration on the religious segment-based together with a specific type of destination and the process through its underlying dimensionalities identification have not yet to be understood. The principal objective of this study was to investigate the underlying dimensions of perceived value and risks for Muslim travelers from the perspective of bottom up approach in the heritage destinations. Using a qualitative approach, semi structured interview were conducted with a 32 Indonesian Muslim domestic market who had a visit experience in Indonesia heritage destinations in the last two years. Seven underlying dimension of Indonesian Muslim travelers perceived values and risks were identified. The study implies that tourists’ religiousity and their cultural background have formed the underlying dimensionalities of perceived value for Muslim tourist market. These findings provide a solid evidence based for Global Muslim Perceived Value and Muslim Travel Risks in tourism marketing discipline.
