Driving Tourist Loyalty in Bandung Halal Tourism Through Digital Halal Literacy and Destination Attributes
DOI:
https://doi.org/10.54099/ijebm.v5i1.1848Abstract
Purpose – This study aims to examine the roles of Digital Halal Literacy and Halal Destination Attributes in influencing Tourist Satisfaction and Tourist Loyalty within the context of halal tourism in Bandung. Methodology/approach – This study employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Data were collected from 250 Muslim tourists who had visited halal tourism destinations in Bandung through structured questionnaires distributed both online and offline. Findings – The findings reveal that Digital Halal Literacy and Halal Destination Attributes significantly influence Tourist Satisfaction and Tourist Loyalty. Halal Destination Attributes show the strongest effect on Tourist Satisfaction, highlighting the importance of halal-friendly facilities and services in shaping positive tourism experiences. The results also indicate that Tourist Satisfaction significantly strengthens Tourist Loyalty, while Digital Halal Literacy enhances tourists’ trust and confidence through reliable halal-related digital information. Novelty/value – This study contributes to halal tourism literature by integrating informational and destination-related factors in explaining Tourist Satisfaction and Tourist Loyalty, particularly within the context of Bandung as an emerging halal tourism destination
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