The role of religiosity in enhancing tourist loyalty through halal tourism and quality services

Halal tourist destinations meet the needs of Muslim travelers while also being accessible to non-Muslim visitors. This study investigates the relationship between non-Muslim visitors’ loyalty to halal products and services and the growth of halal tourism, with a focus on the role of religion as a me...

Full description

Saved in:
Bibliographic Details
Main Authors: Martaleni Martaleni, Sugeng Mulyono, Elok Sri Utami
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2025-01-01
Series:Innovative Marketing
Subjects:
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21476/IM_2025_01_Martaleni.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
_version_ 1832584875812585472
author Martaleni Martaleni
Sugeng Mulyono
Elok Sri Utami
author_facet Martaleni Martaleni
Sugeng Mulyono
Elok Sri Utami
author_sort Martaleni Martaleni
collection DOAJ
description Halal tourist destinations meet the needs of Muslim travelers while also being accessible to non-Muslim visitors. This study investigates the relationship between non-Muslim visitors’ loyalty to halal products and services and the growth of halal tourism, with a focus on the role of religion as a mediating factor. Using a quantitative approach, the data were collected from 308 non-Muslim tourists in East Java Province, Indonesia, through a questionnaire. The findings reveal that perceptions of halal products and services significantly influence tourist loyalty (t-statistic = 2.789, p-value = 0.005), although the effect size is low (0.158). In contrast, perceptions of halal tourism development have a strong impact on loyalty (t-statistic = 9.225, p-value = 0.000). The study also finds that non-Muslim religiosity has a negligible effect on the relationship between halal services and loyalty, with an interaction effect value of 0.008. Overall, while higher religiosity increases the impact of halal services and tourism development on loyalty, the effects are statistically insignificant. These findings suggest that promoting halal products and services can enhance loyalty among non-Muslim tourists, which is crucial for the growth of halal tourism. Destination marketers should focus on highlighting the benefits and inclusivity of halal offerings to attract a broader audience. Furthermore, understanding the limited influence of religiosity on loyalty can help tourism providers tailor their strategies to better engage non-Muslim visitors.
format Article
id doaj-art-96615339db974bdfbc8109218468eb9f
institution Kabale University
issn 1814-2427
1816-6326
language English
publishDate 2025-01-01
publisher LLC "CPC "Business Perspectives"
record_format Article
series Innovative Marketing
spelling doaj-art-96615339db974bdfbc8109218468eb9f2025-01-27T10:25:46ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-01-01211506410.21511/im.21(1).2025.0521476The role of religiosity in enhancing tourist loyalty through halal tourism and quality servicesMartaleni Martaleni0https://orcid.org/0000-0002-7666-9881Sugeng Mulyono1https://orcid.org/0000-0002-4382-2587Elok Sri Utami2https://orcid.org/0000-0003-4652-0151Dr., Associate Professor, Management Department, University of Gajayana MalangDr., Lecturer, Faculty of Economics and Business, Department of Management, University of Gajayana, IndonesiaPh.D., Associate Professor, Department of Management, Faculty of Economics and Business, University of JemberHalal tourist destinations meet the needs of Muslim travelers while also being accessible to non-Muslim visitors. This study investigates the relationship between non-Muslim visitors’ loyalty to halal products and services and the growth of halal tourism, with a focus on the role of religion as a mediating factor. Using a quantitative approach, the data were collected from 308 non-Muslim tourists in East Java Province, Indonesia, through a questionnaire. The findings reveal that perceptions of halal products and services significantly influence tourist loyalty (t-statistic = 2.789, p-value = 0.005), although the effect size is low (0.158). In contrast, perceptions of halal tourism development have a strong impact on loyalty (t-statistic = 9.225, p-value = 0.000). The study also finds that non-Muslim religiosity has a negligible effect on the relationship between halal services and loyalty, with an interaction effect value of 0.008. Overall, while higher religiosity increases the impact of halal services and tourism development on loyalty, the effects are statistically insignificant. These findings suggest that promoting halal products and services can enhance loyalty among non-Muslim tourists, which is crucial for the growth of halal tourism. Destination marketers should focus on highlighting the benefits and inclusivity of halal offerings to attract a broader audience. Furthermore, understanding the limited influence of religiosity on loyalty can help tourism providers tailor their strategies to better engage non-Muslim visitors.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21476/IM_2025_01_Martaleni.pdfdestinationshalal servicesIndonesianon-Muslim visitors
spellingShingle Martaleni Martaleni
Sugeng Mulyono
Elok Sri Utami
The role of religiosity in enhancing tourist loyalty through halal tourism and quality services
Innovative Marketing
destinations
halal services
Indonesia
non-Muslim visitors
title The role of religiosity in enhancing tourist loyalty through halal tourism and quality services
title_full The role of religiosity in enhancing tourist loyalty through halal tourism and quality services
title_fullStr The role of religiosity in enhancing tourist loyalty through halal tourism and quality services
title_full_unstemmed The role of religiosity in enhancing tourist loyalty through halal tourism and quality services
title_short The role of religiosity in enhancing tourist loyalty through halal tourism and quality services
title_sort role of religiosity in enhancing tourist loyalty through halal tourism and quality services
topic destinations
halal services
Indonesia
non-Muslim visitors
url https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21476/IM_2025_01_Martaleni.pdf
work_keys_str_mv AT martalenimartaleni theroleofreligiosityinenhancingtouristloyaltythroughhalaltourismandqualityservices
AT sugengmulyono theroleofreligiosityinenhancingtouristloyaltythroughhalaltourismandqualityservices
AT eloksriutami theroleofreligiosityinenhancingtouristloyaltythroughhalaltourismandqualityservices
AT martalenimartaleni roleofreligiosityinenhancingtouristloyaltythroughhalaltourismandqualityservices
AT sugengmulyono roleofreligiosityinenhancingtouristloyaltythroughhalaltourismandqualityservices
AT eloksriutami roleofreligiosityinenhancingtouristloyaltythroughhalaltourismandqualityservices