Original scientific paper
https://doi.org/10.20867/thm.30.3.10
Muslim tourist perceived value as determinant on destination brand loyalty
Supriono .
; Associate Professor, Universitas Negeri Malang, Department of Management, Brawijaya University, Department of Business Administration
*
Sudarmiatin .
; Professor Universitas Negeri Malang Department of Management
Ery Tri Djatmika
; , Professor Universitas Negeri Malang Department of Management
Agus Hermawan
; Associate Professor Universitas Negeri Malang Department of Managemen
* Corresponding author.
Abstract
Purpose—This study investigates the attributes of Muslim tourist perceived value as a
determinant of destination brand loyalty. This is also related to the discussion in the literature
on tourist loyalty, which is still unclear, especially in the context of Halal tourism.
Methodology/Design/Approach—This study takes a quantitative approach by designing
a questionnaire as a research instrument distributed to 150 respondents. Simple random
sampling is used to collect data in several selected tourist destinations in Batu City and
Malang City. Structural equation modelling-partial least squares was used to analyse the data
Findings—The results indicate cognitive value has a positive but not significant effect on
destination brand loyalty, while affective value and Halal value have a positive and significant
effect on destination brand loyalty.
Originality of the research—This empirical evidence correlates with the development of
Halal tourism in Indonesia, as indicated by the Global Muslim Tourist Index report stating
that the unique experience felt by Muslim tourists is still low. Therefore, this study replicates
the attributes of Muslim tourist perceived value associated with destination brand loyalty,
which have not yet been empirically demonstrated.
Keywords
Muslim tourist perceived value; destination brand loyalty; Halal tourism
Hrčak ID:
320749
URI
Publication date:
17.9.2024.
Visits: 175 *