Hamed Almuhrzi is Assistant Professor and Head of Department, International Business Administration, Rustaq College of Applied Sciences, Ministry of Higher Education, Oman. His research interests include visitor studies, visitor experience, heritage and cultural tourism, Arab tourism, Muslim tourism and interpretation. Hafidh Alriyami is Lecturer in International Business Administration, Rustaq College of Applied Sciences, Ministry of Higher Education, Oman. His research focuses on Muslim tourism, Arab tourism, sustainable tourism and cross-cultural consumer behaviour. Noel Scott is Professor and Deputy Director at Griffith Institute for Tourism, Griffith University, Australia. His research interests are experience design, Arab tourism, Muslim tourism, destination marketing and management.