Influence of Destination Image, Travel Motivation, Religiosity, and Worship Facilities on Public Interest in Visiting Muslim-Friendly Tourist Destinations in Indonesia

Authors

Ronald RulindoFollow

Abstract

Purpose - This study explores the factors influencing public interest in visiting Muslim-friendly tourist destinations in Indonesia, focusing on destination image, travel motivation, religiosity, and worship facilities. By examining these factors, this study aims to contribute to the understanding of how cognitive and affective perceptions, religious considerations, and infrastructure impact travel decisions. The findings are expected to provide valuable insights for tourism stakeholders to enhance the competitiveness of Indonesia’s halal tourism industry

Design/methodology/approach - Using primary data, this research applies Structural Equation Modelling (SEM) to analyze responses from 182 participants collected through convenience sampling.

Findings - Results indicate that the destination image significantly influences visiting intention, driven by perceptions of reputation and facilities. Travel motivation also plays a crucial role, with pull factors such as cultural appeal and infrastructure positively affecting intention. Religiosity has a strong positive effect, reinforcing the importance of spiritual considerations in travel choices. Additionally, worship facilities significantly mediate the relationships between destination image, travel motivation, and visiting intention. The most substantial mediation occurs between religiosity and visiting intention, emphasizing that adequate worship facilities enhance the impact of religiosity on travel decisions.

Implications - The findings highlight the need for improved Muslim-friendly tourism infrastructure in Indonesia. Tourism stakeholders should enhance the destination image through better facilities, enriching cultural experiences, and ensuring accessible worship spaces. Marketing strategies should emphasize halal offerings, such as halal-certified food and prayer areas, to attract Muslim tourists and strengthen Indonesia’s position as a leading halal tourism destination.

Originality/value - This study uniquely integrates destination image, travel motivation, religiosity, and worship facilities, addressing critical gaps in infrastructure, halal certification, and digital resources to improve Indonesia’s competitiveness in halal tourism.

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Recommended Citation

Rulindo, Ronald (2025) "Influence of Destination Image, Travel Motivation, Religiosity, and Worship Facilities on Public Interest in Visiting Muslim-Friendly Tourist Destinations in Indonesia," International Journal of Islamic Economics and Business Sustainability (IJIEBS): Vol. 1: Iss. 1, Article 4.
Available at: https://scholarhub.ui.ac.id/ijiebs/vol1/iss1/4