Sustainability and Loyalty in Halal Tourism: An Indonesian Perspective

Andhi Sukma; Robin Chen; Radhi Abdul Halim Rachmat; Denny Saputera

doi:10.15408/etk.v24i2.45458

Authors

Andhi Sukma Universitas Widyatama https://orcid.org/0000-0003-1926-3233
Robin Chen National Taipei University
Radhi Abdul Halim Rachmat Widyatama University
Denny Saputera Widyatama University

DOI:

https://doi.org/10.15408/etk.v24i2.45458

Keywords:

sustainable service innovation, sustainability awareness, perceived behavioral control, tourist loyalty, word of mouth

Abstract

Research Originality: This study introduces new behavioral dimensions, including environmental awareness, ethical service innovation, and tourists’ decision control, in the formation of loyalty and advocacy behavior.

Research Objectives: This study examines the contribution of sustainability-oriented factors to Muslim tourist loyalty and recommendation behavior, with satisfaction and intention to revisit serving as mediating variables.

Research Methods: A quantitative approach was employed using a structured questionnaire distributed to 460 Muslim tourists. The data were analyzed using structural equation modeling to evaluate the causal relationships among the variables.

Empirical Results: Environmental awareness and tourists’ ability to make ethical decisions have a significant influence on loyalty and word-of-mouth behavior. Ethical service innovation enhances customer satisfaction, which in turn contributes to loyalty. Satisfaction and revisit intention were found to be essential mediators in this relationship.

Implications: This study provides theoretical insights by integrating sustainability into halal tourism behavior models and offers practical recommendations for destination managers to develop emotionally engaging and environmentally responsible tourism services.

JEL Classification: M31, O35, Q56, Z32

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Author Biographies

Andhi Sukma, Universitas Widyatama

Andhi Sukma is a lecturer at Universitas Widyatama, with specialisation in marketing management with a particular focus on service marketing in the tourism sector. The author has authored numerous articles and papers in the fields of marketing, tourism marketing, hospitality tourism and digital entrepreneurship.
Robin Chen, National Taipei University

Robin Chen is an assistant professor at National Taipe University, with a specialization in finance with a particular focus on corporate finance and sustainability. The author has authored numerous article in the fields of finance, business, economics and sustainability.
Radhi Abdul Halim Rachmat, Widyatama University

Radhi Abdul Halim Rachmat is a faculty member at Universitas Widyatama. His research interests include financial management, Tax Management and ‪Management Accounting. He has published several papers in peer-reviewed journals focusing on financial management.
Denny Saputera, Widyatama University

Denny Saputera is a researcher at Universitas Widyatama with specialisation in financial management with a particular focus on financial risk management and corporate finance. The author has authored numerous articles and papers in the fields of invesment, financial analysis, portfolio management and investment management.

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