Experience Quality as the Key to Successful Halal Tourism Development | Rahmawati | Tourism and Sustainable Development Review

Experience Quality as the Key to Successful Halal Tourism Development

Rahmawati Rahmawati, Tetra Hidayati, Gusti Noorlitaria Achmad


Lombok has become Indonesia’s mainstay halal tourist destination; they proved Lombok won the highest score in the GMTI and IMTI surveys. The label as the best halal tourist destination must be a competitive advantage that can attract Muslim tourists to visit Lombok. This study seeks to explain the effect of the variables Halal Tourism Index, Tourist Satisfaction, Tourist Experience Quality on Revisit Intention. This study took domestic Muslim tourist respondents aged between 17 to 60 years who had visited Lombok in the last 3 years. With 87 respondents, it processed the data using PLS-SEM. We know the results of the hypothesis test that the Halal tourism index has no effect on tourist satisfaction and revisit intention; the Halal tourism index has a significant effect on Tourist Experience quality. While the Tourist Experience quality variable has a significant effect on tourist satisfaction and revisit intention, and tourist satisfaction influences revisit intention. The limitation of this research is that respondents are not evenly distributed to all regions of Indonesia, and the number is only 87 respondents. This study revealed that the key factor in making domestic Muslim tourists satisfied and intend to visit Lombok is Experience quality.


Halal tourism; tourist experience; revisit intention; tourist experience; tourist satisfaction; PLS-SEM; Lombok

Full Text:



Agustina, C., Sardiarinto, S., Ambarsari, D. A., Rahmawati E., & Fauzi, A. (2019). Optimization of tourism route “Balkondes Tour” in Borobudur using the Greedy Algorithm. The 7th International Conference on Cyber and IT Service Management (CITSM), 2019, pp. 1-5.

Anugrah, G., Arifin, R. W., Kusumastuti, D., Karamy, S., & Amanda, A. (2020). Museum service value blueprint: an enhanced view on visitor experience. Tourism and Sustainable Development Review Journal, 1(2), 87-93.

Assael, H. (1998). Consumer behavior and marketing action, 6th Ed. New York: South Western College Publishing.

Aziz, N. A., Ariffin, A. A., Omar, N., & Evin, C. (2012). Examining the impact of visitors' emotions and perceived quality towards satisfaction and revisit intention to theme parks. Jurnal Pengurusan, 35, 97-109.

Baker, D. A, & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.

Beisembayeva, A., & Kleb, D. (2020). Children-centered business models in tourism. Tourism and Sustainable Development Review Journal, 1(1), 6-13.

Bigné, J. E., Sánchez, M. I., & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22(6), 607-616.

Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism Management, 26(6), 833-844.

Boğan, E., & Sarıışık, M. (2019). Halal tourism: Conceptual and practical challenges. Journal of Islamic Marketing, 10(1), 87-96.

Cahyono, N. A., Wijaya, S., & Widjaja, D. C. (2020). Is Lombok really perceived as halal tourism destination? A study of tourist satisfaction and loyalty. Advances in Economics, Business and Management Research, 175, 301-307.

Chen, C-F., & Chen, F-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31, 29–35.

Chen, S., & Lin, C. (2015). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological Forecasting and Social Change, 96, 40-50.

Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.

Cole, S. T., & Scott, D. (2004). Examining the Mediating Role of Experience Quality in a Model of Tourist Experiences. Journal of Travel & Tourism Marketing, 16(1), 79–90.

Correia, A., Kozak, M., & Ferradeira, J. (2011). Cross-cultural heterogeneity in tourist decision making. Woodside, A.G. (Ed.) Tourism sensemaking: Strategies to give meaning to experience. Advances in Culture, Tourism and Hospitality Research, 5, 39-61.

Court, B., & Lupton, R. A. (1997). Customer portfolio development: Modeling destination adopters, inactives, and rejecters. Journal of Travel Research, 36(1), 35–43.

Davis, A. (2016). Experiential places or places of experience? Place identity and place attachment as mechanisms for creating festival environment. Tourism Management, 55, 49-61.

Faullant, R., Matzler, K., & Füller, J. (2008). The impact of satisfaction and image on loyalty: The case of Alpine ski resorts. Managing Service Quality: An International Journal, 18(2), 163-178.

Fitriani, M. I., & Naamy, N. (2019). Halal tourism in Lombok Island: Potentials, challenges, and the role of Islamic education. Walisongo: Jurnal Penelitian Sosial Keagamaan, 27(1), 221-250.

Fullerton, G., & Taylor, S. (2009). Mediating, interactive, and non-linear effects in service quality and satisfaction with services research. Canadian Journal of Administrative Sciences, 19(2), 124-136.

Giese, J. I., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 1, 1-24.

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.

Hair, F. J., Sarstedt, M., Hopkins, L., & Kuppelwieser, G. V. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.

Haris, H., & Nashirudin, M. (2019) Lombok as an Indonesian halal travel destination. Shirkah: Journal of Economics and Business, 4(3), 481-492.

Holladay, P. (2018). Destination resilience and sustainable tourism development. Tourism Review International, 22(3), 251-261.

IMTI. (2019). Indonesia Muslim Travel Index (IMTI) 2019 officially launched. Retrieved from

Irawan, A. (2017). Implementation of tourism sector development policy through demarketing in improving SME in Banyuwangi. International Journal of Social and Local Economic Governance, 3(1), 1-6.

Ionescu, G. H., Firoiu, D., Pirvu, R., & Vilag, R. D. (2019). The impact of ESG factors on market value of companies from the travel and tourism industry. Technological and Economic Development of Economy, 25(5), 820-849.

Kim, J-H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44, 34–45.

Lavrakas, P. J. (2008). Encyclopedia of survey research methods (Vols. 1-0). Thousand Oaks, CA: Sage Publications.

Lehto, J. E., Juujärvi, P., Kooistra, L., & Pulkkinen, L. (2003). Dimensions of executive functioning: Evidence from children. British Journal of Developmental Psychology, 21(1), 59–80.

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126.

Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418–430,

Rahmawati, R., Ramadania, R., & Gunawan, S. (2018). Do brand credibility and altruistic attribution affect corporate philanthropy performance? – The moderating effect of gen y’s hedonic behaviour. International Journal of Business and Society, 19(1), 27-40. Retrieved from

Rahmawati, R., Oktora, K., Ratnasari, S. L., Ramadania, R., & Darma, D. C. (2021). Is it true that Lombok deserves to be a halal tourist destination in the world? A perception of domestic tourists. GeoJournal of Tourism and Geosites, 34(1), 94–101.

Rajesh, R. (2013). Impact of tourist perceptions, destination image and tourist satisfaction on destination loyalty: A conceptual model. PASOS. Revista de Turismo y Patrimonio Cultural, 11(3), 67-78.

Rayendra, M. (2017). Halal tourism development in East Lombok Regency. Sumatra Journal of Disaster, Geography and Geography Education, 1(2), 197-201.

Satriana, E. D., & Faridah, H. D. (2018). Wisata halal: Perkembangan, peluang, dan tantangan. Journal of Halal Product and Research, 1(2), 32-43.

Shriedeh, F. B. (2019). Strategic factors for building brand equity: Jordan medical tourism. Jurnal The Messenger, 11(1)121-137.

Sitepu, E. S., & Rismawati, R. (2021). The influence of service quality, destination image, and memorable experience on revisit intention with intervening variables of tourist satisfaction. International Journal of Applied Sciences in Tourism and Events, 5(1), 77-87.

Sriviboone, S., & Komolsevin, R. (2018). Perception of Thai entrepreneurs toward halal certification. BU Academic Review, 17(1), 33-47.

Soler, I. P., & Gemar, G. (2017). A measure of. tourist experience quality: The case of inland tourism in Malaga. Total Quality Management and Business Excellence, 30(1), 1-14.

Suid, I. S., Nor, N. A., & Omar, H. (2017). A review on Islamic tourism and the practical of Islamic attributes of destination in tourism business. International Journal of Academic Research in Business and Social Sciences, 7(12), 255-269.

Taqwiem, A., Al Rasyid Muhammad, H., & Maulidi, A. (2020). Halal tourism development analysis in Lombok Island. KnE Social Sciences, 4(9), 177–184.

Tongco, M. D. (2007). Purposive Sampling as a tool for informant selection. Ethnobotany Research and Applications, 5, 147–158. Retrieved from

Tung, V. W., & Ritchie, J. R. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367-1386.

Walls, A., Okumus, F., Wang, Y., & Kwun, D. J. (2011). An epistemological view of consumer experiences. International Journal of Hospitality Management, 30(1), 10-21.

Wirakanda, I. M. (2021). The effect of service quality towards customer satisfaction and revisit intention at Warunk Upnormal Pahlawan Trip in Malang (A study on students of Universitas Brawijaya). Jurnal Ilmiah Mahasiswa FEB, 9(2), 1-13.

Yu, C-P., Chang, W-C., & Ramanpong, J. (2019). Assessing visitors’ memorable tourism experiences (MTEs) in forest recreation destination: A case study in Xitou Nature Education Area. Forests, 10(8), 636.

Zarkasyi, M. R., Kurniawan, D. A., & Darma, D. C. (2021). Urgensity of “halal tourism”: Religiosity, awareness, and interest from stakeholders. Journal of Environmental Management and Tourism, 4(52), 968-976.



  • There are currently no refbacks.

Copyright (c) 2022 Rahmawati Rahmawati, Tetra Hidayati, Gusti Noorlitaria Achmad

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


Program Studi Di luar Kampus Utama (PSDKU) Universitas Padjadjaran  & Research Synergy Press

Tourism and Sustainable Development Review (TSDR)

Mailing Address: 
Program Studi Di luar Kampus Utama (PSDKU) Universitas Padjadjaran
Dsn. Sukamanah Ds. Cintaratu  
Kec. Parigi 
Kab. Pangandaran (46393) - Indonesia. 

Mailing Address: 
Research Synergy Press
Jalan Nyaman no 31 
Komplek Sinergi Antapani 
Bandung 40291 - Indonesia.


The Tourism and Sustainable Development Review (TSDR) is indexed by:
Panduan Google Scholar – LPPM Universitas Stikubank SemarangMengenal Crossref (Cross Reference)Current Indexing | Jurnal Teknologi Informasi dan Pendidikan
 DOAJ (@DOAJplus) / Twitter

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.