Title: THE MEDIATING ROLE OF HALAL TOURISM LITERACY AND MOTIVATION ON REVISIT INTENTION
Authors:
Didy Ika Supryadi, Taufan Handika, YeldyDwi Genadi, Himawan Sutanto and Muhammad Mujahid Dakwah
Abstract:
The behavior of Muslim tourists is very different from non-Muslim tourists, specific needs as a sign of obedience to God’s commands behind it. This study aims to determine the intention of Muslim tourists to visit again with consideration of Halal Experience, Halal Tourism Literacy and integrating the theory of Push and Pull Motivation. This research has a significant contribution to halal tourism literature to understand Muslim tourist behavior by considering halal tourism literacy and motivation. Data were collected through an online survey with 170 respondents; the data obtained were then analyzed using CFA-SEM on Smart-PLS 3.2.9 software. The results of data processing show that halal tourism literacy and motivation have a significant direct effect on revisit intention. Likewise, the indirect effect of halal experience on revisit intention can be mediated by halal tourism literacy. In addition, the indirect effect of halal tourism literacy on revisit intention can also be mediated by motivation. However, the only hypothesis that is not supported in this study is that halal experience does not show a significant direct effect on revisit intention.
Keywords: halal tourism, halal experience, halal tourism literacy, push and pull motivation theory, revisit intention, muslim tourists.
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