What is it about?
Many Muslim tourists prefer to visit places that match their religious beliefs, such as having halal food, prayer spaces, and modest services. Yogyakarta, a city rich in culture and history, has the potential to become a favorite halal-friendly travel destination. This study explores what makes Muslim tourists feel satisfied, trust the place, and want to return. The researchers surveyed 160 visitors and looked at how factors like food, service, staff, and value shape people’s impressions and loyalty. They found that good halal food, a welcoming environment, and trustworthy service are essential. The study also shows where Yogyakarta still needs improvement—especially in giving clear information about halal services. This research helps tourism businesses and policymakers understand how to better serve Muslim travelers and boost halal tourism in Indonesia.
Featured Image
Photo by Farhan Abas on Unsplash
Why is it important?
This study is one of the first to examine how halal tourism works in a culturally unique destination like Yogyakarta, Indonesia. While halal tourism is growing worldwide, little research has explored how specific services—like halal food, modest facilities, or respectful staff—actually influence Muslim tourists’ satisfaction and loyalty. By identifying which factors matter most, this study gives practical insights to tourism managers and policymakers aiming to attract and retain Muslim travelers. It also highlights critical service gaps, especially in information accessibility, that need urgent attention. The findings can guide better marketing strategies, improve visitor experiences, and support the sustainable growth of halal tourism in Indonesia and beyond.
Perspectives
Writing this article gave me the opportunity to combine academic research with a real-world issue that I care deeply about—how Muslim travelers experience tourism in culturally rich destinations like Yogyakarta. As someone who believes tourism should be inclusive and respectful of religious values, I found it meaningful to explore how practical aspects like food, attire, and staff behavior influence loyalty and satisfaction. I hope this work helps inspire more attention to halal tourism—not just as a niche market, but as a vital part of sustainable and culturally aware travel. Personally, this study also deepened my appreciation for the intersection of faith, hospitality, and service innovation.
Yuli Andriansyah
Islamic University of Indonesia
Read the Original
This page is a summary of: Factors Influencing Image and Loyalty of Halal Tourism Destinations in Yogyakarta, Indonesia, Unisia, December 2023, Universitas Islam Indonesia (Islamic University of Indonesia),
DOI: 10.20885/unisia.vol41.iss2.art6.
You can read the full text:
Contributors
The following have contributed to this page
