Investigating Muslim Tourist Motivation, Experiences On Loyalty: The Mediating Role Of Mindfulness Of Halal In Muslim-Friendly Tourism In Indonesia

Abstract

Purpose – This study aims to scrutinize the effects of Muslim tourists motivation and Muslim experience on Muslim tourist loyalty and to investigate the moderating effect of mindfulness of halal in the context of Muslim-friendly tourism in Indonesia.

Methodology/Design/Approach – The methodological approach used in this study was explanatory with quantitative approach. The author gathered information from a survey of Muslims who ever came to at least one Muslim-friendly tourist destination in Indonesia. Convenience sampling was used for the data collection. The Partial Least Square-Structural Equation Modeling was used to test the hypothesis, assisted by Smart PLS 3.2.9 software.

Findings – Muslim tourists motivation and Muslim experience are significant determinant factors in boosting Muslim tourist loyalty of Muslim-friendly tourists destination and mindfulness of halal is proven to be a mediating variable in increasing Muslim loyalty. The results of this study can contribute ideas for stakeholders in the tourism sector related to the develop Muslim-friendly destinations in Indonesia and improve Muslim tourist loyalty. This research contributes to the development of knowledge, as an comprehensive model in increasing the Muslim tourist loyalty.

Originality of the research – This study proposes mindfulness of halal as a mediating variable. Mindfulness of halal as a form of commitment by Muslim tourists to halal aspects when they make tourist visits. This study confirmed that mindfulness of halal plays an important roles in mediating the effect of tourist motivation and experience on loyalty