The Influence Marketing Mix, Islamic Tourism and satisfaction to Visitor Loyalty: A Literature Review

Abstract

This research is motivated by one of the construction sector development goals in Indonesia is tourism sector. Besides that, according to Battaour and Ismail (2016) and Shafaei (2017) that halal tourism is an interesting topic in recent studies. This is more interesting when Indonesia as a Muslim-majority country. So Islamic tourism and with mix marketing strategy of tourism consisting of product, price, promotion, location, personal, process and physical evidence affect on improvement of visitor satisfaction and loyalty. This study aim to gather and analyze published articles regarding the Influence Marketing Mix, Islamic Tourism and satisfaction to Visitor Loyalty. The research design is a literature review. Articles published in the last ten years appearing in six different academically recognized journals of tourism have been reviewed in the present study. Based on the results of the review literature that Islamic's tourism and marketing strategy is expected to increase visitor loyalty. Visitor loyalty can be measured with higher selling ticket, the bigger regional income. So Islamic's tourism and marketing mix has a significant effect on visitor satisfaction and loyalty.

Bibliometric Analysis on Management of Halal Tourism

“…The study of Mannaa, M. T. (2020) revealed that the availability of halal food does not significantly impact the decision to choose Muslim tourist destinations and overall tourist satisfaction. Maltio, M., & Wardi, Y. (2018) found that Islamic tourism and the marketing mix significantly affect visitor satisfaction and loyalty.…”

Pengaruh Religiusitas dan Perceived Value terhadap Kepuasan Wisatawan Berkunjung pada Wisata Halal di Sumatera Barat

“…Kepuasan dari seorang konsumen akan ditimbulkan oleh kinerja kualitas jasa yang diterima oleh konsumen atau pelanggan itu sendiri. Kotler [9] menyatakan kepuasan pelanggan adalah tingkat perasaan pelanggan setelah membandingkan kinerja atau hasil yang ia rasakan dibandingkan dengan harapanya. Kepuasan pelanggan adalah kondisi dimana pelanggan mendapatkan apa yang diharapkan sama dengan atau lebih dari kinerja produk [10].…”

The Effect of Marketing Mix 7Ps on Millenial Tourists Satisfaction

“…Goods and services produced by companies must be known, needed and requested by consumers, so companies must promote their products through advertising and promotion [20] [16] promotion is "an activity to inform the benefits of the product and persuade customers to buy it[14 [21]. Place: Place can provide time and distances as well.…”

“…people plays an important role in human resources in the field of tourism marketing and looking for quality sightseeing and personal buying in the hospitality sector [14] [17]. Process: The process consists of several stages, namely procedures, work schedules, relationships, activities, and routine things that are produced and delivered to consumers [21] [19]explains that the tourism marketing includes planning a trip, location, plane tour, maps, tourism attraction, meals, souvenirs and momentous. Physical evidence: Physical evidence is something that directly influences the decision of tourists to buy and use the services offered.…”