ANALYSIS OF TOURISTS AND HALAL TOURISM BRANDS: A BRAND EQUITY MODEL
DOI:
https://doi.org/10.31539/costing.v7i6.13660Keywords:
Wisatawan, Kesadaran Merek, Citra Merek, Kualitas Merek, Loyalitas MerekAbstract
The growing trend of Muslims travelling globally has generated opportunities in the halal tourism sector, encompassing travel undertaken for leisure or business purposes beyond traditional tourism contexts. Tourism has emerged as a prominent sector capable of enhancing a nation's economy within a sustainable framework. Expanding the tourist sector will enhance government revenues by augmenting tax income from tourism activities. The global proliferation of the Halal Lifestyle has led to the emergence of Halal Tourism in predominantly Muslim countries, including Indonesia. Halal tourist sites typically develop tourism brands to enhance tourist interest and engagement in visitation. This research examines the impact of engagement on the halal tourism brand. This research is quantitative. The data collection method was a questionnaire administered to 105 tourist respondents. The factors in this study are engagement, brand awareness, brand quality, brand image, and brand loyalty. The research findings indicate that involvement significantly affects brand awareness, image, and quality. The substantial impact of involvement on brand loyalty is mediated by brand awareness, image, and quality.
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Arasli, H., Saydam, M. B., Gunay, T., & Jafari, K. (2021). Key attributes of Muslim-friendly hotels’ service quality: voices from booking. com. Journal of Islamic Marketing.
Buhalis, D., Leung, D., & Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management, 97, 104724.
Cambra-Fierro, J. J., Fuentes-Blasco, M., Huerta-Álvarez, R., & Olavarría, A. (2021). Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy. Service Business, 15(3), 467–491.
Cunha, D., Kastenholz, E., & Silva, C. (2022). Analyzing diversity amongst visitors of Portuguese wine routes based on their wine involvement. International Journal of Wine Business Research, ahead-of-print.
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593.
Damanik, J., & Yusuf, M. (2022). Effects of perceived value, expectation, visitor management, and visitor satisfaction on revisit intention to Borobudur Temple, Indonesia. Journal of Heritage Tourism, 17(2), 174–189.
Gârdan, G.-V. (2020). The Global Religious Configuration. Realities And Forecasts. Studia Universitatis Babeș-Bolyai Theologia Reformata Transylvanica, 65(2), 163–178.
Gursoy, D., Malodia, S., & Dhir, A. (2022). The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 31(5), 527–534.
Jeong, Y., & Kim, S. (2020). A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists. Asia Pacific Journal of Marketing and Logistics, 32(4), 940–960.
Koech, A. K., Buyle, S., & Macário, R. (2023). Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice-Moderating effect of frequent-flyer programs. Journal of Air Transport Management, 107, 102342.
Natasia, N., & Tunjungsari, H. K. (2021). Country Image, Destination Image, Self-Congruity, and Revisit Intention to Singapore: The Mediating Role of Memorable Tourism Experience. International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021), 1450–1455.
Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability, 15(16), 12534.
Philipp, J. (2022). World Travel & Tourism Council. In Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing.
Preko, A., Mohammed, I., & Allaberganov, A. (2021). Antecedents of brand equity on halal tourism destination. Journal of Islamic Marketing, ahead-of-print.
Rahmatullah, N., Syarif, A., & Junaidi, M. A. (2024). Does Financial Performance Determine A Going Concern Audit Opinion? An Empirical Study In Agriculture Industry. At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 10(1), 1–13.
Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing & Management, 17, 100453.
Shafei, F. (2017). The relationship between inolvement with travelling to Islamic destination and Islamic brand equity. A case of Muslem tourists in Malaysia. Asia Pacific Journal of Tourism Research, 22(3), 155–271.
Stylidis, D., Woosnam, K. M., & Tasci, A. D. A. (2022). The effect of resident-tourist interaction quality on destination image and loyalty. Journal of Sustainable Tourism, 30(6), 1219–1239.
Syarif, A. (2023). Pasar Modal Syariah: Resiliensi Global dan Krisis Pandemi. Bening Media Publishing.
Syarif, A., Farizi, M., & Yuliani, I. (2024). Exploring The Missing Link: Sociodemographic Factor, Investment Knowledge and Behavioural Bias In Investment Decision. Journal of Trends Economics and Accounting Research, 5(1), 27–35.
Tien, N. H., Trang, T. T. T., Diem, D. L., & Ngoc, P. B. (2021). Development of Tourism in South Central Coastal Provinces of Vietnam. PalArch’s Journal of Archaeology of Egypt/Egyptology, 18(08), 1408–1427.
Tran, P. K. T., Nguyen, P. D., Le, A. H. N., & Tran, V. T. (2021). Linking self-congruity, perceived quality and satisfaction to brand loyalty in a tourism destination: the moderating role of visit frequency. Tourism Review, 77(1), 287–301.
Travel, W., & Impact, T. E. (2019). World Travel and Tourism Council. Retrieved September, 30, 2019.
Xiao, T., Geng, C., & Yuan, C. (2020). How audit effort affects audit quality: An audit process and audit output perspective. China Journal of Accounting Research, 13(1), 109–127.
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348.
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2024-12-15
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