Muslim tourist perceived value as determinant on destination brand loyalty

Abstract

Purpose—This study investigates the attributes of Muslim tourist perceived value as a determinant of destination brand loyalty. This is also related to the discussion in the literature on tourist loyalty, which is still unclear, especially in the context of Halal tourism. Methodology/Design/Approach—This study takes a quantitative approach by designing a questionnaire as a research instrument distributed to 150 respondents. Simple random sampling is used to collect data in several selected tourist destinations in Batu City and Malang City. Structural equation modelling-partial least squares was used to analyse the data Findings—The results indicate cognitive value has a positive but not significant effect on destination brand loyalty, while affective value and Halal value have a positive and significant effect on destination brand loyalty. Originality of the research—This empirical evidence correlates with the development of Halal tourism in Indonesia, as indicated by the Global Muslim Tourist Index report stating that the unique experience felt by Muslim tourists is still low. Therefore, this study replicates the attributes of Muslim tourist perceived value associated with destination brand loyalty, which have not yet been empirically demonstrated.

Keywords

• muslim tourist perceived value
• destination brand loyalty
• halal tourism