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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Ade Titin Sumarni
Universitas Prof. Dr. Hazairin SH. Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Understanding Muslim tourist experiences: A Sequential Exploratory Mixed-methods Study of Islamic Values in Destination Marketing Eko Wediyanto; Taufik Romadon; Ade Titin Sumarni
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.11822

Abstract

This study examines the multidimensional nature of perceived halal tourism benefits among foreign Muslim tourists and identifies market segments based on benefit preferences. Using Exploratory Factor Analysis (EFA), K-means cluster analysis, and Analysis of Variance (ANOVA), the findings reveal that halal tourism benefits encompass religious, social, emotional, and functional dimensions, indicating that Muslim tourists evaluate destinations through a holistic combination of religious values, comfort, safety, service quality, and emotional experiences. Three distinct segments were identified: tourists with high religiosity and gender ethics sensitivity, tourists oriented toward comprehensive Sharia compliance, and pragmatic tourists prioritizing convenience and safety. Significant differences among segments confirm the heterogeneity of Muslim tourist markets. The study further highlights that tourist experiences are influenced by the interaction of religiosity, socio-cultural factors, technology adoption, and sustainability considerations. By integrating a holistic experiential perspective with benefit-based segmentation, this research contributes to halal tourism literature and provides a foundation for developing adaptive, inclusive, and sustainable destination marketing strategies that address diverse Muslim tourist needs.
Co-Authors Eko Wediyanto Taufik Romadon