Tourist-Interest Analysis in Visiting Halal Tourism Post Covid-19 in West Java, Indonesia Using SEM

Abstract

Purpose: This study aims to determine the perceptions of Muslim tourists interested in visiting halal West Java post Covid-19 pandemic has ended. Theoretical framework: West Java is a region of Indonesia that has the potential to become the cornerstone of Indonesia's halal tourism industry so that it can increase its income. However, the government and the community have yet to find solutions to issues with tourism management, particularly in promoting tourism to a larger community. Design/methodology/approach: The non-probability sampling technique used in the quantitative research method yields a sample of 260 respondents. The hypothesis is tested for significance utilizing Path and the Partial Least Square (PLS) analyses of Structural Equation Modelling (SEM). Findings: The result shows that halal tourism and destination image influence visiting intentions of Muslim tourists in West Java tourist destinations, and halal tourism indirectly influences visiting intentions through destination image as an intervening variable in West Java tourist destinations. Research, Practical & Social implications: This research contributes by examining Muslim tourists' behaviour patterns when visiting destinations in West Java. These findings' academic and managerial implications help design halal tourism marketing strategies in West Java, Indonesia. Originality/value: This study is the first conducted tourism interest on Halal tourism in West Java, Indonesia using SEM.