The impact of Islamic attributes and motivations on visitor satisfaction and word of mouth in halal supply chain management

Abstract

Halal supply chain management, with its focus on Islamic values in tourism, is increasingly recognized for enhancing destination competitiveness and visitor satisfaction. This study examines how Islamic attributes, motivations, and norms influence visitor satisfaction and word of mouth in Medan City's tourism sector. In the halal tourism industry, supply chain management plays a crucial role in ensuring that every stage from procurement, production, distribution, to service delivery complies with halal standards. The research aims to evaluate the impact of Islamic Physical Attributes, Islamic Non-Physical Attributes, Push Motivation, Pull Motivation, and Islamic Norms on visitor satisfaction and their subsequent effect on word of mouth. By employing a quantitative approach, the study utilizes structured questionnaires based on previous research and applies Structural Equation Modeling (SEM) for analysis. Data were collected from 300 tourists in Medan City, including both local and international visitors. The study finds that Islamic Non-Physical Attributes and Pull Motivation significantly enhance visitor satisfaction. Islamic Physical Attributes also positively affect satisfaction, while Push Motivation does not. Satisfaction strongly influences word of mouth, but Islamic Norms negatively moderate this relationship. Islamic attributes and motivations play a crucial role in shaping visitor satisfaction in the tourism context. Islamic norms, however, may complicate the satisfaction-word of mouth link. The implementation of effective halal supply chain management can ensure that all aspects of supply chain management in halal tourism, from products to services, meet the expected halal standards. Practically, destination managers should emphasize Islamic attributes and motivational factors to improve visitor satisfaction. Theoretically, the study contributes to understanding the complex dynamics between satisfaction, norms, and word of mouth in halal tourism.