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What Drives Muslim Tourists' Visit Intention? The Roles of Halal Assurance, Service Quality, and Brand Trust in Muslim-Friendly Restaurants Keyshifa Anardi; Bethani Suryawardani; Rahmat Hidayat
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1288

Abstract

The rise in halal travel drove an increasing demand for Muslim-friendly restaurants capable of meeting Muslim tourists' needs through halal certification and high-quality service. This study examined the effects of Halal Assurance and Service Quality on Visit Intention, with Brand Trust serving as a mediating variable, among Muslim-friendly restaurants in the Braga area of Bandung. A quantitative approach was employed involving 207 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicated that Halal Assurance and Service Quality had positive and significant effects on both Brand Trust and Visit Intention. However, Brand Trust did not have a significant effect on Visit Intention and, therefore, did not mediate the relationships between Halal Assurance, Service Quality, and Visit Intention. These findings suggested that Muslim tourists placed greater emphasis on halal assurance and service quality than on brand trust when determining their intention to visit Muslim-friendly restaurants.
How Muslim-Friendly Tourism Attributes Shape Visit Intention in Nature-Based Destination: The Roles of Destination Image and Religiosity Alfadhila Taufani; Bethani Suryawardani; Laksmi Saraswati Hadiansyah
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 5 (2026): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i5.7015

Abstract

This study investigates whether tourism provisions aligned with Islamic principles shape Muslim travelers’ willingness to select a nature-based destination. Visitors’ overall perception of the place was positioned as a mediating mechanism, whereas personal religiosity was examined as a boundary condition. The investigation took place at Bantimurung Bulusaraung National Park in South Sulawesi, Indonesia, and involved Muslim travelers who had previously visited the site. Using an explanatory quantitative approach, survey responses were obtained from 235 participants selected through purposive criteria. SmartPLS 4 was used to estimate a partial least squares structural equation model. The empirical evidence reveals no significant direct pathway between Muslim-friendly tourism provisions and travelers’ future visitation willingness. However, faith-sensitive facilities and services improve visitors’ overall evaluation of the location, which subsequently increases their likelihood of choosing it. Indirect-effect testing shows that perceptions of the site connect Muslim-oriented attributes with travel willingness. Moreover, this relationship becomes stronger among individuals with higher religious commitment, confirming religiosity’s conditional role. Overall, Muslim travelers appear to respond less to the mere presence of Islamic-oriented facilities than to the favorable impressions generated through them. These findings extend Muslim-oriented tourism literature and offer destination administrators practical considerations for strengthening services, destination management, and public perceptions.
Co-Authors Adithya, Donny Al Syahr, Salsabila Shabriyyah Alfadhila Taufani Allya Nihayah Alma Syifa Alma Syifa Maulidina Almaz, Bimo Annisa Khoirul Husna Astri Wulandari Astri Wulandari Astri Wulandari Astri Wulandari Ati Mustikasari Bhanuwati, Aretha Dewani Bijaksana Prabawa Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dedy Rahman Wijaya Dendi Gusnadi Donni Junipriansa Ersy Ervina Evi Febriana Evi Febriana Fanni Khusnul Hanifa Fat'hah Noor Prawita Fat’hah Noor Prawita Fat’hah Noor Prawita Fazri, Irfan Moch Gandeva Bayu Satrya Ganjar Mohamad Disastra Giva Andriana Mutiara Guntur Prabawa Guntur Prabawa Kusuma Hafidzah Aryani Hariandy Hasbi Ihsan Favian Nandra Irfan Moch Fazri Kaulika, Isava Dea Keyshifa Anardi Keyzia Shinar Pancarani Kurnia Wijayanti Laksmi Saraswati Hadiansyah Leni Cahyani Lesmana, Athallah Jordan Lukito, Wahyu MAHARANI, ALYA Marcelino, Dandy Merida Damanik Mochamad Yudha Febrianta Nailla Agnia Noor Syiwan Natasya Putri Syahira Nazwa Halimatusya’diah Nisrina Sherin Caesalpinia Noor, Shofa Marwah R.N., Raffaela Woro Tyas Rahmadi Wijaya Rahmat Hidayat Ratih Amelia Riska Aprilina Rizki Yantami Arumsari Sabitah Meilina Raharjo Salsabila Shabriyyah Al Syahr Sampurno Wibowo Shofura Kamila Hasna Silaban, Daniel Andre Salomo Siska Komala Sari Siti Pipit Sabitah Sri Widaningsih, Sri Sunantri, Yudy Suryana Suryana Suryatiningsih Tarandhika Tantra Tito Pandu Raharjo Ulfah Nurwahidah Ulfah Nurwahidah Utami, Habibah Najwa Wingga Nayshila Aura Putri