The role of religiosity in enhancing tourist loyalty through halal tourism and quality services
-
Author(s)Martaleni MartaleniLink to ORCID Index: https://orcid.org/0000-0002-7666-9881
,
Sugeng MulyonoLink to ORCID Index: https://orcid.org/0000-0002-4382-2587
,
Elok Sri UtamiLink to ORCID Index: https://orcid.org/0000-0003-4652-0151
-
DOIhttp://dx.doi.org/10.21511/im.21(1).2025.05
-
Article InfoVolume 21 2025, Issue #1, pp. 50-64
- 39 Views
-
6 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Halal tourist destinations meet the needs of Muslim travelers while also being accessible to non-Muslim visitors. This study investigates the relationship between non-Muslim visitors’ loyalty to halal products and services and the growth of halal tourism, with a focus on the role of religion as a mediating factor. Using a quantitative approach, the data were collected from 308 non-Muslim tourists in East Java Province, Indonesia, through a questionnaire. The findings reveal that perceptions of halal products and services significantly influence tourist loyalty (t-statistic = 2.789, p-value = 0.005), although the effect size is low (0.158). In contrast, perceptions of halal tourism development have a strong impact on loyalty (t-statistic = 9.225, p-value = 0.000). The study also finds that non-Muslim religiosity has a negligible effect on the relationship between halal services and loyalty, with an interaction effect value of 0.008. Overall, while higher religiosity increases the impact of halal services and tourism development on loyalty, the effects are statistically insignificant. These findings suggest that promoting halal products and services can enhance loyalty among non-Muslim tourists, which is crucial for the growth of halal tourism. Destination marketers should focus on highlighting the benefits and inclusivity of halal offerings to attract a broader audience. Furthermore, understanding the limited influence of religiosity on loyalty can help tourism providers tailor their strategies to better engage non-Muslim visitors.
- Keywords
-
JEL Classification (Paper profile tab)L83, Z12, M31
-
References50
-
Tables7
-
Figures1
-
- Figure 1. PLS algorithm results
-
- Table 1. Characteristics of respondents
- Table 2. Reliability and construct validity
- Table 3. Construct reliability and validity with indicator spending
- Table 4. Discriminant validity
- Table 5. Variance Inflation Factor
- Table 6. R-squared and Q-squared
- Table 7. Hypothesis testing results
-
- Abror, A., Patrisia, D., Engriani, Y., Wardi, Y., Hamid, R. S., Najib, M., Anuar, M. M., Battour, M., & Ratnasari, T. (2023). Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation. Cogent Business & Management, 10, 1-21.
- Akhtar, N., Jin, S., Alvi, T., & Siddiqi, U. I. (2020). Conflicting halal attributes at halal restaurants and consumers’ responses: The moderating role of religiosity. Journal of Hospitality and Tourism Management, 45, 499-510.
- Akter, N., & Hasan, S. (2022). The Moderating Role of Perceived Behavioral Control in Predicting Muslim Tourists’ Halal Tourism Intention: A Developing Country Perspective. Journal of Islamic Marketing, 14(7), 1744-1767.
- Al-Ansi, A., Chua, B. L., Kim, C. S., Yoon, H., & Han, H. (2022). Islamophobia: Differences across Western and Eastern community residents toward welcoming Muslim tourists. Journal of Hospitality and Tourism Management, 51, 439-450.
- Aslan, H. (2023). The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim costumers in Turkey. International Journal of Gastronomy and Food Science, 32, 100726.
- Battour, M., Hakimian, F., Ismail, M., & Bogan, E. (2018). The perception of non-Muslim tourists towards halal tourism Evidence from Turkey and Malaysia. Journal of Islamic Marketing, 9(4), 823-840.
- Battour, M. M., Battor, M. M., & Ismail, M. (2012). The Mediating Role Of Tourist Satisfaction: A Study Of Muslim Tourists In Malaysia. Journal of Travel & Tourism Marketing, 29, 279-297.
- Bogan, E., Saraç, O., Kiper, V. O., & Batman, O. (2023). Exploring halal tourism-related factors that mitigate employees’ job pursuit intention in halal hotels: The moderating roles of age and gender. Journal of Hospitality and Tourism Management, 55, 368-379.
- Brien, A., Razli, I.A., Senalasari, A., Djatnika, T., & Suhaeni, T. (2022). Is Muslim Tourist Satisfaction in Muslim Destination and Non- Muslim Destination Different? International Journal of Applied Business Research, 4(2), 115-132.
- Butt, M. M., Rose, S., Wilkins, S., & Haq, J. U. I. (2016). MNCs and religious influences in global markets Drivers of consumer-based halal brand equity. International Marketing Review, 34(6), 885-908.
- Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (3rd ed). SAGE Publications, Inc.
- Dealwis, C., Johari, A., & Morni, A. (2022). The Perception of Non-Muslim Tourists towards Halal Tourism: A case study in Kuching, Sarawak. In Proceedings Borneo Islamic International Conference (pp. 1-12). Majmuah Enterprise.
- Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477-488.
- El-Gohary, H. (2016). Halal tourism, is it really Halal? Tourism Management Perspectives, 19, 124-130.
- Fajriyati, I., Afiff, A. D., Gayatri, G., Rahayu, R., & Hati, H. (2020). Generic and Islamic attributes for non-Muslim majority destinations: application of the three-factor theory of customer satisfaction. Heliyon, 6, 04324.
- Ghaderi, Z., Hall, M., Scott, N., & Béal, L. (2020). Islamic beliefs and host-guest relationships in Iran. International Journal of Hospitality Management, 90, 102603.
- Hair, Jr. J. F. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed). Los Angeles: Sage.
- Han, H., Al-Ansi, A., Hossein, G. T., Olya, H. G. T., & Kim, W. (2019). Exploring halal-friendly destination attributes in South Korea: Perceptions and behaviours of Muslim travellers toward a non-Muslim destination. Tourism Management, 71, 151-164.
- Hasri, N. H., Taib, M. Z. M., & Ahmad, S. (2016). “Quality of Life in the Built & Natural Environment 3” Relevance of Regulatory Policies in Governing Adherence to Halal Concept in the Design of Food Premises in Malaysia. Procedia – Social and Behavioral Sciences, 222, 306-314.
- Henderson, J. C. (2016). Muslim travelers, tourism industry responses & the case of Japan. Tourism Recreation Research, 41(3), 339-347.
- Jafari, F., & Scott, N. (2016). Muslim world and its tourism. Annals of Tourism Research, 44, 1-19.
- Jia, X., & Chaozhi, Z. (2021). Turning impediment into attraction: A supplier perspective on Halal food in non-Islamic destinations. Journal of Destination Marketing & Management, 19, 00517.
- Julvirta, E., Permatasari, M., Ningrum, U. D. A. W., Rusmiana, R., & Gaol, R. N. L. (2022). The Effect of the Halal Certification Label on the Activities of Culinary Business Actors and Non-Muslim Tourists in Palembang. SIGn Jurnal Hukum, 3(2), 101-120.
- Kock, N., & Hadaya, P. (2016). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227-261.
- Leo, G., Brien, A., Astor, Y., Najib, M., Novianti, S., Rafdinal, W., & Suhartanto, D. (2021). Attraction loyalty, destination loyalty, and motivation: agritourist perspective. Current Issues in Tourism, 24(9), 1244-1256.
- Lin, J., Zhang, B., JFeng, J, Yi, Z., Zhang, H, Luo, M., Zhong, Z., & Zhao, F. (2023). Determining food tourism consumption of wild mushrooms in Yunnan Provence, China: A projection-pursuit approach. Heliyon, 9, e14638.
- Madun, A., Kamarulzaman, Y., & Abdullah, N. (2022). Satisfaction in Enhancing Loyalty towards Malaysian Halal-Certified Food and Beverages. Online Journal of Islamic Management and Finance, 2(1), 1-20.
- Makhasi, G. Y. M., & Rahimmadhi, M. T. Y. (2019). Ramai-ramai menolak wisata halal: Kontestasi Politik Identitas dalam Perkembangan Wisata Halal di Indonesia [Crowds reject halal tourism: Contestation of Identity Politics in the Development of Halal Tourism in Indonesia]. Sosiologi Reflektif [Reflective Sociology], 14(20), 373-388.
- Martaleni, M., Nasir, M. J. A., Khoiriyah, R., & Djawas, S. R. (2022). Attributes Of Halal Tourism During The Covid-19 Pandemic: An Overview Of The Perceptions Of Muslim Tourists in Nusantara. Innovative Marketing, 18(4), 25-53.
- Martaleni. (2014). Pengaruh Motivasi, Kualitas Layanan, dan kepuasan Wisata terhadap Image Daerah Tujuan Wisata [The Influence of Motivation, Service Quality and Tourism Satisfaction on the Image of Tourist Destinations]. Ekuitas. Jurnal Ekonomi dan Keuangan [Equity. Journal of Economics and Finance], 8(2), 201-208.
- Mastercard-Crescentrating. (2023). Global Muslim Travel Index (GMTI).
- Mokhlis, S. (2009). Relevancy and measurement of religiosity in consumer behavior. International Business Research, 2(3), 75-84.
- Moshin, A., Brochado, A., & Rodrigues, H. (2020). Halal tourism is traveling fast: Community perceptions and implications. Journal of Destination Marketing & Management, 18, 100503.
- Mustikawati, R., Arafah, W., & Mariyanti, T. (2022). The Effect Of Religiosity, Muslim Customer Perceived Value On Loyalty And Customer Satisfaction In Halal Tourism In Indonesia. International Journal of Islamic Business, 7(2), 52-64.
- Muthuswamy, V. V., & Alshiha, A. A. (2023). Effect of religiosity, religious motivation and cultural motivation on destination loyalty and emotional connection. Exploring mediating effect of religious tourism. European Journal for Philosophy of Religion, 15(4), 330-351.
- Olya, H. G. T., & Al-ansi, A. 2018. Risk assessment of halal products and services: Implication for tourism industry. Tourism Management, 65, 279e291.
- Pavithra, K., Sharmilla, I., Sivapriya, S., Swathi, U., & Sekar, S. (2019). Future of Smart Tourism. Internationa. Journal of Engineering and Technology (IRJET), 6(2), 283-2186.
- Rashid, M. H. U., Nurunnabi, M., Rahman, M., & Masud, M. A. K. (2020). Exploring the relationship between customer loyalty and financial performance of banks: Customer open innovation perspective. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 108.
- Razzaq, S., Hall, M., & Prayag, G. (2016). The capacity of New Zealand to accommodate the halal tourism market or not. Tourism Management Perspectives, 18, 92-97.
- Salaheldeen, M., & Battour, M. (2024). Fostering innovation capability and sustainable innovation in halal industry: the role of halal entrepreneurs’ success. Journal of Islamic Marketing, 15(3), 777-799.
- Samori, Z., Salleh, N., & Khalid, M. (2016). Current Trends on Halal Tourism: Cases on Selected Asian Countries. Tourism Management Perspectives, 19(part B), 131-136.
- Sanchez, A. V., & Moral, M. M. (2019). Halal Tourism: Literature Review And Experts’ View. Journal of Islamic Marketing, 11(3), 549-569.
- Saraç, O., Kiper, V.O,, & Batman, O. (2020). The conflict of halal and hedonism, investigating halal-sensitive tourists’ hedonic tendency. Journal of Islamic Marketing, 1759-0833.
- Septiarini, D. F., Ratnasari, R. T., Salleh, M. C. M., Herianingrum, S., & Sedianingsih. (2023). Drivers of behavioral intention among non-Muslims toward halal cosmetics: evidence from Indonesia, Malaysia, and Singapore. Journal of Islamic Accounting and Business Research, 14(2), 230-248.
- Shoukat, H., Selem, K. M., Elgamma, I., Ramkissoon, H., & Amponsah, M. (2023). Consequences of local culinary memorable experience: Evidence from TikTok influencers Muhammad. Acta Psychologica, 238, 103962.
- Slamet, Abdullah, I., & Laila, N. Q. (2022). The contestation of the meaning of halal tourism. Heliyon, 8, e0909.
- Solís-Radilla, M. M., Hernández-Lobato, L., Callarisa-Fiol, L. J., & Pastor-Durán, H. T. (2019). The Importance of Sustainability in the Loyalty to a Tourist Destination through the Management of Expectations and Experiences. Sustainability, 11(15), 4132.
- Stephenson, M. L. (2014). Deciphering ‘Islamic hospitality’: Developments, challenges and opportunities. Tourism Management, 40, 155-165.
- Suradin, M. (2018). Halal Tourism Promotion in Indonesia: An Analysis on Official Destination Websites. Journal of Indonesian Tourism and Development Studies, 6(3), 143-158.
- Wilkins, S, Butt, M. M., Shams, F., & Perez, A. (2019). Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing, 10(4), 1308-1331.
-
Perceived health risk, online retail ethics, and consumer behavior within online shopping during the COVID-19 pandemic
Yuniarti Fihartini ,
Arief Helmi ,
Meydia Hassan ,
Yevis Marty Oesman
doi: http://dx.doi.org/10.21511/im.17(3).2021.02
Innovative Marketing Volume 17, 2021 Issue #3 pp. 17-29 Views: 4604 Downloads: 1736 TO CITE АНОТАЦІЯThe risk of virus contracting during the COVID-19 pandemic has changed consumer preference for online shopping to meet their daily needs than shopping in brick-and-mortar stores. Online shopping presents a different environment, atmosphere, and experience. The possibility of ethical violations is higher during online than face-to-face transactions. Therefore, this study was conducted to investigate the influence of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic, involving seven variables, namely perceived health risk, security, privacy, non-deception, reliability fulfillment, service recovery, and online shopping behavior. The data were collected through an online survey by employing the purposive sampling technique to a consumer who has shopped online during the COVID-19 pandemic in Indonesia. 315 valid responses were obtained and analyzed through quantitative method using SEM-Amos. The results showed that perceived health risk and four variables of online retail ethics including security, privacy, reliability fulfillment, and service recovery affected online shopping behavior. Meanwhile, non-deception was found to have an insignificant effect. The coefficient value proved perceived health risk to be more dominant in influencing online shopping behavior than the variables of online retail ethics. Thus, consumers pay more concern for their health during online shopping. However, positive consumer perceptions of the behavior of online retail websites in providing services also can encourage consumers to shop online during this pandemic.
-
Human resource management in promoting innovation and organizational performance
I Gede Riana ,
Gede Suparna ,
I Gusti Made Suwandana ,
Sebastian Kot 
,
Ismi Rajiani
doi: http://dx.doi.org/10.21511/ppm.18(1).2020.10
Problems and Perspectives in Management Volume 18, 2020 Issue #1 pp. 107-118 Views: 3642 Downloads: 863 TO CITE АНОТАЦІЯHuman resource management (HRM) is one of the elements enabling an organization to remain competitive in turbulence conditions. The effective practice of HRM makes competent and innovative employees contributing to the achievement of organizational objectives. This study aims to analyze HRM practices in creating innovation and organizational performance. The questionnaire was used to measure the respondents’ perceptions of variables used by a Likert scale. A survey of 126 manager samples and middle managers at export-oriented short and medium enterprises (SMEs) in Bali, Indonesia, was conducted to test the model. The analysis has shown that the proposed model was proven to be compliant with the research hypotheses. HRM significantly affects organizational performance and innovation, and it was found out that innovation can improve organizational performance. However, in the process of simultaneous testing, it was found out that innovation cannot improve organizational performance. The lack of attention to investments in human resources became one of the barriers to SMEs in creating innovation.
-
Positive contribution of the good corporate governance rating to stability and performance: evidence from Indonesia
RR. Iramani , Muazaroh Muazaroh , Abdul Mongid
doi: http://dx.doi.org/10.21511/ppm.16(2).2018.01
Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 1-11 Views: 3299 Downloads: 318 TO CITE АНОТАЦІЯThis paper aims to examine the impact of Good Corporate Governance (GCG) practice on bank stability and performance. Governance is measured using the GCG rating that covers eleven aspects. The authors apply instrumental regression to link governance to performance and stability. The study covers a sample of 150 banks. The result shows that bank stability can mediate bank governance and bank performance. On the determinant of bank performance, it can be concluded that the GCG rating is positive and directly influences bank performance. Bank stability is also positive for bank performance indicating the indirect contribution of the GCG rating to bank performance. NPL, LDR, CAR and bank’s size (LASSET) are all negative and significant. The aim of this paper is to provide strong empirical evidence on the importance of governance and stability for performance. The limitations of this paper are the size of the sample and that it only covers public banks which are theoretically required to apply better governance in all aspects of their business by the Capital Market Authority.
