Determinants of Muslim Tourist Satisfaction at Halal Destinations in Jakarta: The Moderating Role of Destination Image

Akhdanaila Hikmah Wirawan; Tati Handayani; Abdallah Mambo Dallu

Authors

Akhdanaila Hikmah Wirawan Veteran National Development University, Indonesia
Tati Handayani Veteran National Development University, Indonesia
Abdallah Mambo Dallu KCA University, Kenya

Keywords:

Accessibility, Destination Image, Islamic Business Ethics, Promotion, Tourist Satisfaction

Abstract

Tourism is a strategic sector that contributes significantly to Indonesia’s economy, including the city of Jakarta, which has strong potential for the development of halal tourism destinations. However, fluctuations in tourist arrivals indicate persistent challenges in promotion, accessibility, and the implementation of Islamic values in tourism services. This study aims to analyze the influence of promotion, accessibility, and Islamic business ethics on Muslim tourist satisfaction at halal destinations in Jakarta, with destination image as a moderating variable. This research employs a quantitative approach using purposive sampling, involving 170 Muslim tourists who visited four halal destinations in Jakarta. The data source consists of primary data collected through questionnaire distribution. Data analysis was conducted using path analysis and moderation testing through the SEM-PLS method. The results indicate that promotion and Islamic business ethics have a positive and significant effect on tourist satisfaction, while accessibility does not have a significant effect. Destination image does not moderate the relationship between promotion and accessibility on satisfaction. However, it moderates the effect of Islamic business ethics in a negative direction.

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