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This study aims to explore the role of the sense of community in shaping Muslim tourists’ experiences in both Islamic and non-Islamic destinations, using the experience quality-intention framework.

Data was collected from 420 Muslim tourists visiting Islamic destinations and 371 visiting non-Islamic destinations, all of whom were Indonesian inbound or outbound tourists. Partial Least Squares analysis was applied to evaluate the sense of community’s impact on factors influencing Muslim tourists’ experiences.

The analysis reveals that integrating the sense of community into the framework enhances understanding of the factors affecting Muslim tourists’ overall experiences, satisfaction and behavioural intentions across both destination types. Notably, the sense of community significantly shapes tourists’ holistic experiences, satisfaction and intentions, though it affects attraction experiences differently between Islamic and non-Islamic destinations.

From a managerial perspective, findings suggest that destination managers can enhance Muslim tourists’ experiences and promote positive behavioural intentions by fostering a sense of community, regardless of tourists’ backgrounds. This underscores the importance of leveraging community connections to enrich experiences and encourage favourable intentions in diverse destinations.

This study contributes to the existing literature by expanding the Experience Quality-Intention framework to include the sense of community, providing fresh insights into predicting tourist experiences and intentions across diverse destinations.

The aim of this paper is to understand the importance of endomarketing in organizations and whether internal strategies are essential in the management of human capital. Especially, it is intended to understand what kind of policies is adopted in the organizations the authors are dealing with, and also the perception that employees have about them.

The methodology adopted combines a quantitative and qualitative approach, based on documents analysis, and the survey and semi-structured interviews with questions alluding to endomarketing. The study was carried out in the (Portuguese) cities belonging to the Minho Quadrilateral, being Braga, Barcelos, Guimarães and Vila Nova de Famalicão, in which a total of five organizations are held.

The results seem to show that endomarketing has an essential role in human capital management, in particular, to obtain both individual and organizational results, where there is a mutual relationship. Of the 158 respondents that make up the sample, it was concluded that 78.5% considered the intrinsic factors related to well-being and happiness as important as the extrinsic factors related to monetary rewards.

The manuscript presents insights for internal marketing and human resource management (i.e. motivation and human capital). Based on the rapid and profound technological changes of the early 21st century, the concept of endomarketing emerged stimulated by globalization and by the greater concern to adopt strategies that were able to differentiate organizations in the markets.

This is an interdisciplinary theme, with contributions to both internal marketing and human resource management, bearing in mind to enhancing the value and well-being of organizational human capital. This study aims to contribute to the development of scientific knowledge in this area that is so relevant for growth and differentiation.