Dampak Persepsi Wisatawan Non-Muslim Terhadap Destinasi Pariwisata Halal di Lombok

A. Noer, Faza Muhlizoh (2025) Dampak Persepsi Wisatawan Non-Muslim Terhadap Destinasi Pariwisata Halal di Lombok. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri pariwisata halal berkembang pesat secara global, tidak hanya menarik wisatawan muslim tetapi juga menciptakan dinamika baru terhadap persepsi wisatawan non-muslim. Lombok sebagai salah satu destinasi halal unggulan di Indonesia menghadapi tantangan dalam pemenuhan standar halal dan kenyamanan untuk wisatawan non-muslim. Penelitian ingin mengetahui persepsi wisatawan non-muslim terhadap layanan dan atribut ramah halal. Fokus penelitian antara lain pengalaman wisata, nilai perjalanan, kepuasan, dan loyalitas pada destinasi wisata halal di Lombok. Responden penelitian adalah wisatawan non-muslim yang pernah mengunjungi destinasi halal di Lombok. Penelitian ini dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa halal-friendly attributes berpengaruh signifikan terhadap travel experience dan travel value, sementara banning non-halal servicesl hanya berdampak pada travel experience. Travel experience dan travel value turut meningkatkan satisfaction, yang kemudian mendorong loyalty intention wisatawan. Hasil dan rekomendasi penelitian ini diharapkan dapat mengetahui persepsi wisatawan non-muslim terhadap destinasi wisata halal sehingga dapat menjadi dasar perumusan strategi pengembangan destinasi halal yang dapat mengakomodasi wisatawan non-muslim.
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The halal tourism industry is growing rapidly globally, not only attracting muslim tourists but also creating new dynamics towards the perception of non-muslim tourists. Lombok as one of the leading halal destinations in Indonesia faces challenges in meeting halal standards and convenience for non-muslim tourists. The research wants to know the perceptions of non-muslim tourists towards halal-friendly services and attributes. The focus of the research includes travel experience, travel value, satisfaction, and loyalty to halal tourist destinations in Lombok. Research respondents are non-muslim tourists who have visited halal destinations in Lombok. This study was analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results showed that halal-friendly attributes had a significant effect on travel experience and travel value, while banning non-halal services only affected travel experience. Travel experience and travel value also enhance satisfaction, which in turn drives tourists' loyalty intentions. The findings and recommendations of this study are expected to shed light on non-Muslim tourists' perceptions of halal tourist destinations, thereby providing a foundation for formulating strategies to develop halal destinations that can accommodate non-Muslim tourists.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Destinasi Pariwisata Halal, Wisatawan Non-Muslim, Kepuasan, Niat Loyalitas, Lombok, Halal Tourism Destinations, Non-Muslim Tourists, Satisfaction, Loyalty Intention, Lombok
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5549.5.P7 Promotions.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis
Depositing User:	Faza Muhlizoh A Noer
Date Deposited:	30 Jul 2025 07:17
Last Modified:	30 Jul 2025 07:17
URI:	http://repository.its.ac.id/id/eprint/123696

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