THE INFLUENCE OF HALAL DESTINATION ATTRIBUTES IN WEST SUMATERA ON MUSLIM TOURISTS

ABSTRAK

Sumatera Barat telah dinobatkan sebagai destinasi wisata halal terbaik di dunia karena memiliki halal destination attributes yang sangat ramah terhadap wisatawan Muslim. Dalam penelitian ini akan dijelaskan bagaimana pengaruh halal destination attributes di Sumatera Barat terhadap experience quality dan destination satisfaction dari wisatawan Muslim. Penelitian ini menggunakan pendekatan kuantitatif yang diuji dengan teknik analisis jalur dan diolah menggunakan program AMOS. Hasil penelitian menemukan bahwa halal destination attributes di Sumatera Barat berpengaruh postif signifikan terhadap experience quality wisatawan Muslim dan destination satisfaction. Kemudian, ditemukan juga pengaruh positif signifikan antara experience quality terhadap destination satisfaction. Dengan mengoptimalkan halal destination attributes di Sumatera Barat, maka akan meningkatkan experience quality dan destination satisfaction dari wisatawan Muslim yang berkunjung. Hal ini menjadi penting karena akan berdampak terhadap jumlah kunjungan wisatawan Muslim ke Sumatera Barat.

Kata Kunci: Destinasi Wisata Halal, Halal Destination Attributes, Experience Quality, Destination Satisfaction, Wisatawan Muslim.

ABSTRACT

West Sumatera has been named the best halal tourist destination in the world because it has halal destination attributes that are very friendly to Muslim tourists. In this study, it will be explained how the influence of halal destination attributes in West Sumatera on experience quality and destination satisfaction of Muslim tourists. This study uses a quantitative approach which is tested with path analysis techniques and processed using the AMOS program. The results of the study found that halal destination attributes in West Sumatera have a significant positive effect on the experience quality of Muslim tourists and destination satisfaction. Then, it was also found that experience quality has a significant positive effect on destination satisfaction. By optimizing the halal destination attributes in West Sumatera, it will increase the experience quality and destination satisfaction of visiting Muslim tourists. This is important because it will have an impact on the number of Muslim tourists visiting West Sumatera.

Keywords: Halal Travel Destinations, Halal Destination Attributes, Experience Quality, Destination Satisfaction, Muslim Tourists.

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