Promoting halal tourism in sharia-compliant destination: Insights on aceh competitiveness and tourist perceived value and behavior

Abstract

This empirical study examines the interplay among tourists’ perceptions of Halal tourism competitiveness in Aceh and their perceived value, satisfaction, trust, and destination loyalty, expanding Porter structural approach and Resource-Based View (RBV) theory. Based on data collected from 256 inbound tourists, the findings reveal that Halal food service and social environments significantly bolster perceived value, while Halal-friendly facilities do not. Additionally, tourist satisfaction is a vital precursor to trust, significantly affecting loyalty and revisit intention. Satisfaction and trust significantly mediate between perceived value, satisfaction, and loyalty. The study underscores the critical influence of Halal food service and social environments on perceived value in Halal tourism. It highlights practical implications for hospitality providers to enhance service quality and atmosphere tailored to Muslim tourists’ preferences. This research confirms the significant impact of Halal-specific factors on perceived value, offering unique insights into consumer behavior within Halal tourism, particularly in Muslim-majority regions like Aceh.