Edu-tourism is one of the developing tourism segments worldwide. Edu-tourism often takes place in universities and schools where participants engage in educational training and programs. The Madrasah Pengajian Ilmu Wahyu in Melaka has been established as a religious school focusing on Quran Hifz and Islamic religious teachings. The madrasah has long opened its doors to allow visitors to patronise and takes part in its educational programs which include typical religious classes as well as Sunnah recreational activities. This study was conducted in an attempt to assess two main objectives; the tourists perceived values of this program and to measure their satisfaction after participating in the program. The questionnaire was distributed to groups of tourists who visited the premise and participated in a week program. 75 questionnaires collected were then analysed to answer the objectives. The results indicated that functional values (establishment, price, service quality, image) are linked with satisfaction, alongside experiential (madrasah, activity) and social values. On the contrary, educational values were found not to be associated with satisfaction. Further analysis revealed that only functional values were found to be a significant predictor of the overall satisfaction of the tourists. Other aspects will require additional attention, in management and program development, should the madrasah wishes to expand its potential as a new tourism product for the market.
Abu Samah, A., Ahmadian, M. (2013). Educational Tourism in Malaysia: Implications for Community Development Practice. Asian Social Science, 9(11), 17-23.
Ankomah, P. K., & Larson, R. T. (2000). Education Tourism: A Strategy to Strategy to Sustainable Tourism Development in Sub-Saharan Africa. DPMN Bulletin, 7(1), 19-24.
Atabeb, H. (2019). Customer satisfaction in tourism industry. International Journal of Scientific and Research Publication, 9(1), 555-557. Doi:
10.29322/IJSRP.9.01.2019.p8566
Bernama. (2019). Education tourism gaining popularity in Malaysia. Retrieved form https://www.thesundaily.my/local/edutourism-gaining-popularity-in-malaysia-maszlee-I1684088
Chandrashekar, R., & Ann, T. J (2021). Analysis of Edu-Tourism Factors among Students in Public Universities in Johor. Research in Management of Technology and Business, 2(2), 241–254. Retrieved from
https://publisher.uthm.edu.my/periodicals/index.php/rmtb/article/view/5138
Choi, Y., Kim, J., Lee, C. K., & Hickerson, B. (2015). The role of functional and wellness values in visitors' evaluation of spa experiences. Asia Pacific Journal of Tourism Research, 20(3), 263-279.
Gallarza, M. G., and Saura, I. G. (2006) Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behavior. Tourism Management 27: 437–452
Gupta, S., Dixit, S. (2021). Contribution on tourism education in creating workforce for Tourism Industry: A critical assessment. International Journal of Education, Modern Management, Applied Science & Social Science, June (2021), 56-59.
Hadi, M. J., Permata, T. S., Tarmizi. (2019). The practice of education tourism: A case of Beruga’ Alam Institute. International Journal of Applied Sciences in Tourism and Events Vol.3 No.2 December 2019.
Hassan, Z. (2016). Influence of Customer Perceived Value on Tourist Satisfaction and Revisit Intention: A study on Guesthouses in Maldives. International Journal of Accounting and Business Management. 4. 101-123. 10.24924/ijabm/2016.04/v4.iss1/98.119.
Kamdi, N., Jamal, S. A.,& Anuar, F. I. (2018). A Preliminary Study of Edu-Tourist Perceived Values in Edu-Tourism Package. International Journal of Academic Research in Business and Social Science 8(16), 153-162.
Lam, J. M. S., Ariffin, A. M. M., Ahmad, A (2012). Edutourism: The preliminary study on international students’ tourism behavior in Malaysia. Paper presented at 4th Asia Euro Conference in Tourism, Hospitality & Gastronomy, Lakeside Campus, Taylor University 28 November 2012.
Lee, J. S., Lee, C. K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
Malaymail. (2019). Ministry may make pondok schools a tourist attraction. Retrieved from https://www.malaymail.com/news/malaysia/2019/11/26/ministry-may-make-pondok-schools-a-tourist-attraction-says-mohamaddin/1813512
Malihah, E., and Setiyorini, H. P. D. (2014) Tourism Education and Edu-Tourism Development: Sustainable Development Perspective in Education 1. Paper Presented at the First International Seminar on Tourism (ISOT), Bandung 27-28 October 2014 “ Eco-Resort and Destination Sustainability: Planning, Impact, and Development
Ritchie, B. W., Carr, N., & Cooper, C. P. (2003). Managing educational tourism (Vol. 10). Channel View Publications.
Slack, N., Singh, G., Sharma, S. (2019). Impact of perceived value on the satisfaction of supermarket customers: developing country perspective. International Journal of Retail & Distribution Management, 48(11) 2020, 1235-1254
Tomasi, S., Paviotti, G., Cavicchi, A. (2020). Educational Tourism and Local Development: The Role of Universities. Sustainability 2020, 12, 6766. doi; doi:10.3390/su12176766.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(July):2-22.
Zulfikar, R., & Mayvita, P. A. (2018). The Relationship of Perceived Value, Perceived Risk, and Level of Trust Towards Green Products of Fast Moving Consumer Goods Purchase Intention. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen.
