Determinasi Minat Berkunjung Wisatawan Muslim melalui Fasilitas Halal dan Kualitas Pelayanan dengan Moderasi Perceived Value di Taman Sari Yogyakarta
DOI:
https://doi.org/10.55123/toba.v5i3.8639Kata Kunci:
Halal Facilities, Halal Tourism, Perceived Value, Service Quality, Visit IntentionAbstrak
This study aims to examine the influence of halal facilities and service quality on Muslim tourists' visit intention to Taman Sari Yogyakarta, with perceived value serving as a moderating variable. The research employed a quantitative approach using a survey method involving 50 Muslim tourists who had previously visited Taman Sari Yogyakarta. The sample was selected through purposive sampling based on specific criteria, namely Muslim tourists who had visited the destination and were willing to participate in the study. Data were analyzed using Moderated Regression Analysis (MRA) with the assistance of IBM SPSS Statistics 27. The results indicate that halal facilities do not have a significant effect on Muslim tourists' visit intention. Likewise, service quality does not significantly influence visit intention. In contrast, perceived value has a positive and significant effect on visit intention. Furthermore, the moderating analysis reveals that perceived value is unable to moderate the relationship between halal facilities and visit intention. However, perceived value significantly moderates the relationship between service quality and visit intention in a positive direction. These findings suggest that Muslim tourists place greater emphasis on the value derived from their tourism experience rather than on halal facilities or service quality alone. Therefore, managers of cultural tourism destinations should focus on enhancing tourists' perceived value and overall travel experience in order to increase visit intention.
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Referensi
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