Pengaruh Destinasi Halal Terhadap Daya Tarik Destinasi Penilaian Niat Berkunjung Wisatawan

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Dian Ghani Reza Dasangga
Ririn Tri Ratnasari


Meningkatnya wisatawan Muslim yang mengunjungi destinasi halal melatarbelakangi penelitian ini untuk mengeksplorasi atribut destinasi halal dan niat berkunjung kembali. Penelitian ini bertujuan untuk mengetahui bagaimana atribut destinasi halal mempengaruhi daya tarik destinasi. Oleh karena itu, studi ini untuk mengidentifikasi pengaruh atribut destinasi halal terhadap penilaian wisatawan, termasuk nilai fungsional dan emosional. Penelitian ini juga memverifikasi efek daya tarik destinasi pada nilai fungsional dan nilai emosional. Nantinya, studi ini memverifikasi pengaruh nilai fungsional dan nilai emosional terhadap niat untuk berkunjung kembali. Penelitian ini mengumpulkan data dari pengunjung yang pernah mengunjungi lima destinasi halal di Indonesia dalam tiga tahun terakhir (2018–2020) dengan menggunakan pendekatan survey kuantitatif terhadap 100 responden yang terdiri dari wisatawan domestic. Teknik pengambilan sampel dengan purposive sampling. Untuk teknik analisis yang digunakan dalam penelitian ini adalah structural equation modelling-partial least square (SEM-PLS). Penelitian ini memberikan kontribusi terhadap industry pariwisata dengan menjelaskan atribut destinasi halal berdasarkan means-ends theory. Hasil penelitian ini menjelaskan pentingnya atribut destinasi halal dan peran daya tarik destinasi halal dan nilai emosional dalam meningkatkan niat berkunjung kembali wisatawan muslim ke destinasi halal.

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