THE ANALYSIS OF HALAL TOURISM PRODUCTS AND … · The Analysis of Halal Tourism Products and Brand Image Destination on Tourists’ Repeated

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International Journal of Civil Engineering and Technology (IJCIET)

Volume 9, Issue 8, August 2018, pp. 1206–1220, Article ID: IJCIET_09_08_121

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ISSN Print: 0976-6308 and ISSN Online: 0976-6316

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THE ANALYSIS OF HALAL TOURISM

PRODUCTS AND BRAND IMAGE

DESTINATION ON TOURISTS’ REPEATED

VISITS VIA TRUST IN WEST SUMATERA

PROVINCE

*Elfitra Desy Surya, Paham Ginting, Endang Sulystia Rini and Yeni Absah

Universitas Sumatera Utara, Medan, Indonesia

*Corresponding Author: [email protected]

ABSTRACT

The tourism industry in Indonesia is currently developing, alongside the

aggressive development of tourism potential done by the Government of the Republic

of Indonesia, via the Ministry of Tourism of Indonesia. There are many programs and

efforts of the Ministry of Tourism to promote Indonesia as one of the world’s best

tourist destinations. The phenomenon, that takes place to halal tourism in West

Sumatra, is a product of halal tourism and brand image destination. They have not

been properly established, so that they are yet to give trust and intention for tourists’

repeated visits to halal tourism in West Sumatra. The results of this research show

that: halal tourism products have positive and significant effects on tourists’ trust in

West Sumatra; brand image destination has positive and significant effects on

tourists’ trust in West Sumatra; trust has positive and significant effects on tourists

repeated visits in West Sumatra; halal tourism products have positive and significant

effects on tourists repeated visits in West Sumatra; brand image destination has

positive and significant effects on tourists repeated visits in West Sumatra; halal

tourism products have positive and significant effects on tourists repeated visits of via

trust; brand image destination has positive and significant effects on tourists repeated

visits via trust.

Key words: Halal Tour Products, Brand Image Destination, Trust, Tourists’ Repeated

Visits.

Cite this Article: Elfitra Desy Surya, Paham Ginting, Endang Sulystia Rini and Yeni

Absah, The Analysis of Halal Tourism Products and Brand Image Destination on

Tourists’ Repeated Visits Via Trust in West Sumatera Province. International Journal

of Civil Engineering and Technology, 9(8), 2018, pp. 1206-1220.

http://www.iaeme.com/IJCIET/issues.asp?JType=IJCIET&VType=9&IType=8

The Analysis of Halal Tourism Products and Brand Image Destination on Tourists’ Repeated

Visits Via Trust in West Sumatera Province


1. INTRODUCTION

The tourism industry in Indonesia is currently developing, alongside the aggressive

development of tourism potential done by the Government of the Republic of Indonesia, via

the Ministry of Tourism of Indonesia. There are many programs and efforts of the Ministry of

Tourism to promote Indonesia as one of the world’s best tourist destinations. In global level,

the Muslim population is predicted to grow about twice the population of Non-Muslims over

the next two decades. The average annual growth rate is 1.5% for Muslim population, and

0.7% for Non-Muslim population. If this trend continues, Muslims will make up 26.4% of the

world’s total population of 8.3 billion projected by 2030. As the world’s largest Muslim-

majority country, and Muslims majority of in the country (Wikipedia data), Halal Tourism is

the most proper choice for Indonesia. The latest data from the Ministry of Tourism and

Creative Economy states that the total expenditure of world’s Muslim tourists in 2014 reached

142 billion US dollars, while the growth of halal tourism in Indonesia reached 6.3%. The

figure is higher than the average growth of world tourism, and the profits from halal tourism

in Indonesia is also considerably large. Indonesia captures such opportunity to reach

Malaysian Muslim tourists to visit Indonesia. Nevertheless, interestingly, non-Muslim

majority countries are the most aggressive ones to provide halal tourism and apply halal

tourism concept. The world’s Muslim tourists also become the main target of tourism

programs developed by many countries, such as Japan, South Korea, China and Singapore.

Table 1 Foreign Tourists visiting West Sumatra based on Nationality from 2013 to 2017.

No Nationality

Year

2013

(People)

Year

2014

(People)

Year

2015

(People)

Year

2016

(People)

Year

2017

(People)

1. Malaysia 36.254 43.588 36.262 38.453 22.105

2. Australia 2.275 2.344 1.734 2.473 1.503

3. Singapore 947 144 243 275 135

4. China 536 285 346 475 178

5. England 309 283 214 366 211

6. Thailand 131 338 264 219 209

7. Japan 232 405 208 235 150

8. France 458 248 334 399 220

9. Netherland 161 195 43 390 104

10. Germany 245 334 167 180 114

11. Saudi Arabia - - - - -

12. Egypt - - - - -

13. United Arab Emirates - - - - -

14. Bahrain - - - - -

15. Kuwait - - - - -

16. Yemen - - - - -

17 Qatar - - - - -

Total 41.548 48.164 39810 43.465 24.929

Source: Central Bureau of Statistics of West Sumatera (2017).

West Sumatra is one of the predominantly Muslim provinces in Indonesia. Based on the

data of Muslim population in Indonesia, Sumatera was ranked third at 97.42%, the first place

is NAD (98.19% Nanggro Aceh Darusalam), and the second place is Central Java (98.74%).

This place is Muslim-majority region, in addition to 2016’s halal tourism award achieved in

the category of World Best Halal Destination, World Best Halal Culinary Destination, and

World Best Halal Tour Operator (www.nasional.tempo.co). The event held by the Ministry of

http://www.nasional.tempo.co/

Elfitra Desy Surya, Paham Ginting, Endang Sulystia Rini and Yeni Absah


Tourism of the United Arab Emirates is a manifestation of the increasing Muslim tourists,

especially those from Middle East. West Sumatera thereby should have developed halal

tourism in all aspects of tourism, including its halal tourism products. Nevertheless, in reality,

the halal tourism products implemented are not able to fulfill the needs and desires of Muslim

tourists. Muslim tourists need special needs during their activities, and it is no exception when

it comes to tourism. It becomes the background of the increasing halal tourism phenomenon.

This halal tourism should have been enjoyed by all Muslim tourists visiting Sumatra.

However, the visitation number of Muslim tourists from Malaysia has decreased from year to

year. The actors of the tourism industry and local government of West Sumatra should take

this problem into consideration. To further explore this matter, the data of Muslim tourists’

visitation to West Sumatra are displayed here.

Table 1 shows that Muslim tourists from Asia visiting West Sumatra are only Malaysian

tourists. The data also shows that Malaysian tourists to West Sumatra fluctuate sharply in

number from 2013 to 2014, so it can be illustrated that the non-maximum repeated visits

(tourist loyalty). Instead, the data also show the Middle Eastern tourists who become the main

target of Halal tourism do not make any visitation at all. Based on the phenomenon, it is

shown that Muslim tourists are still not interested in making repeated visits to West Sumatra.

Presumably, it is caused by the non-maximum tourism product offered in halal tour packages.

The attraction and value perceived by tourists has advantages, such as preventing the

decrease in visitation frequency to halal tourism in West Sumatra, while creating a good

image that raises the tourists’ intention of repeated visits (loyalty) to the tourist attraction. In

halal tourism, the tourists perceive the attractions, including tourism in beautiful scenery with

all the cultural uniqueness and the majority Muslim population. Meanwhile, other things, such

as food and beverages offered are included the original food of West Sumatra. Halal tourism

products are tangible and non-tangible formation, packed in a travel group that can only be

enjoyed if the whole series of trips can provide a good experience for travelers, according to

the standards of sharia. The components of the Tourism Product include attraction of amenity

(facilities), accessibility (ease). These three are thought to provide trust to Muslim tourists so

that they will be interested to make repeated visits to tourist destinations in West Sumatra.

What Muslim tourists want for a tourist destination is halal food. The phenomenon in West

Sumatera as halal tourism is halal culinary, but in reality, restaurants and creative industries

(souvenir food) does not include halal label from MUI, so that the tourists’ trust about halal

food and beverage products in restaurants are not guaranteed according to sharia standards

(Global Muslim Lifestyle Tourism Market (2017). West Sumatra has not been able to create a

vibrant city destination, live and develop the cultural uniqueness (local cultural wisdom),

while food various souvenirs need to be explored, and tourism activities in the evening need

to be packaged into an invent providing its own charm for the tourists, so as to create a brand

image of halal destination in the minds of tourists.

2. LITERATURE REVIEW

2.1. Tourism

Tourism is often interpreted as a series of trips of a person or group of people (tourists,

tourists) to a place for vacation, enjoying the beauty of nature and culture (sightseeing),

business, visiting relatives and other destinations. Referring to the Law of the Republic of

Indonesia Number 10 of 2009 concerning Tourism, travel activities carried out by a person or

group of people by visiting certain places for recreation, personal development, or learning

the uniqueness of tourist attractions visited in a temporary period. Tourism is a variety of

tourism activities and is supported by various facilities and services provided by the




community, entrepreneurs, the Government, and the Regional Government. Tourism is a

whole activity related to tourism and is multidimensional and multidisciplinary which

emerges as a manifestation of the needs of each person and country as well as the interaction

between tourists and the local community, fellow tourists, the Government, the Regional

Government and entrepreneurs. Tourism business is a business that provides goods and/or

services for meeting the needs of tourists and organizing tourism. Tourist objects and

attractions are all tourist destinations. Tourism has become an important sector in global

economic development. Chen et al., (2017) states that Tourism is one of the largest and fastest

industries in the world. This sector has become an important source of income, employment

and wealth in many countries. International tourism now fills a greater share of foreign

exchange earnings and export revenues than other industries in the world. Especially for

developing countries, states that tourism is one of the fundamental pillars of the development

process because it is one of the dominant activities in the economy, while for others,

especially with the islands and some small countries, tourism is one- only source of foreign

currency and source of employment.

2.2. Impact of Tourism

Tourism development should be carried out in a gradual / gradual manner, accompanied by

measurement of economic impacts to consider how far tourism has been able to Local Own

Government increase and its comparison with the budget that has been spent. Other economic

measurements needed are the extent to which public expenditure is absorbed in the local

economy (retention) and the extent of economic leakage (leakages) caused by the tourism

sector (Blain et al., 2005). Impacts or issues that develop along with the development of

tourism include: unbalanced economic mastery, limited local added value, lack of

involvement of local communities, environmental impact of tourism, erosion of social

wisdom and cultural values and increasing living costs and burdens for local residents.

Positive impact of tourism on the socio-cultural development of the community and the

environment around the tourist destination area. With tourism activities the quality of life of

local people will improve, meetings between tourists and local communities will be

facilitated, cultural exchanges will be promoted, understanding of different communities will

increase, the cultural identity of local communities will be maintained, and increased demand

for historical and cultural exhibitions. In addition, there will be environmental protection or

prevention of further ecological decline, preservation of historical buildings and monuments

and improvements in regional appearance (visual and aesthetic).

2.3. Halal Tourism

The general understanding of halal tourism is part of the tourism industry which is aimed at

Muslim tourists. Tourist services in halal tourism refer to Islamic rules. In addition to hotels,

transportation in the halal tourism industry also uses Islamic concepts. Transportation service

providers are obliged to make it easy for Muslim tourists to carry out worship during the trip.

This convenience can be in the form of providing a prayer place in the airplane, notification in

the form of an announcement or a call to prayer if it has entered prayer time other than the

absence of food or drinks containing alcohol and the existence of Islamic entertainment

during the trip (Priyanto, 2014). Halal tourism is a tour that prioritizes the halal elements of

several aspects related to tourism activities. Halal includes everything that is used for physical

and spiritual human beings which is certainly free from danger. Generally halal must include

property, food, drinks, cosmetics, material medicines and handling of diseases or life

problems. Therefore halal tourism objects related to the provision of tourist destinations in the

form of hotels, restaurants, restaurants and others that use halal and thoyyib (good) material.



This halal standard is measured through procedures that meet halal certification requirements.

Halal is good and guaranteed to be safe from danger so halal tourism is good for everyone

regardless of religion.

2.4. Theoretical Framework

Halal tourism products: tangible and non-tangible formation, packed in a travel group that can

only be enjoyed if the whole series of trips can provide a good experience for travelers,

according to the standards of sharia (Suswantoro (2007)

Components of tourism products: attractions, amenity/ facilities, accessibility/ amenity

Brand image destination: Kurniawan (2014) defines the destination image as an impression of

a place or a person’s perception of a particular area/ tourist destination.

Trust: According to Rousseau, et al., (2008), trust is a psychological area that is a concern to

accept what is based on expectations of good behavior from others.

Repeat Visits: The intention of repeated visit is the visitor's judgment regarding the suitability

to review the same purpose or willingness to recommend a destination to others (Chen and

Tsai, 2007).

Repeat visits (loyalty) of tourists are a voluntary decision of customers or clients to

continue subscribing to certain products in the long term (Lovelock, et.al 2002). The

indicators used in this research include:

Giving recommendations to friends

Saying positive things

Providing personal information

Halal tourism: Halal tourism is one of the tourism system aimed for Muslim tourists of

which implementation obeys the rules of Islam. Each activity, event and experience is done in

the travel that is suitable with Islam. Halal tourism is a type of tourism that embraces Islamic

values (Al-Hamarneh and Steiner 2004)

Figure 1 Conceptual Framework

3. RESEARCH METHODS

The type of research employed by the researcher was explanatory research. It was intended to

explain the position of the variables examined, and the relationship between one variable and

other variables, and to test the hypothesis previously formulated. The population in this

research was those who had visited more than once. The sample was a part of the number and

characteristics of the population (Lutfie et al., 2016; Gusnardi et al. 2017; Achmad et al.,

2017; Badaruddin et al., 2017; Syahyunan et al., 2017; Muda, 2017 & Erwin et al., 2018).

The samples in this research were 370 respondents. Multiple linear regression analysis is a

linear relationship between two or more independent variables (X1, X2, ... Xn) with the




dependent variable (Y). This analysis is to determine the direction of the relationship between

the independent variable and the dependent variable whether each independent variable is

positively or negatively related and to predict the value of the dependent variable if the value

of the independent variable increases or decreases. The data used is usually interval or ratio.

Determination analysis in multiple linear regression is used to determine the percentage

contribution of the influence of independent variables (X1, X2, ...... Xn) simultaneously on

the dependent variable (Y). This coefficient shows how much the percentage variation of the

independent variables used in the model is able to explain the variation of the dependent

variable. R2 is equal to 0, so there is not the slightest percentage of the contribution of

influence given the independent variable to the dependent variable, or the variation of the

independent variables used in the model does not explain the slightest variation in the

dependent variable. On the contrary R2 is equal to 1, then the percentage of the contribution

of the influence given by the independent variable to the dependent variable is perfect, or

variations in the independent variables used in the model explain 100% variation of the

dependent variable (Dalimunthe et al., 2016; Lubis et al., 2016; Handoko et al., 2107; Hasan

et al., 2107; Erlina et al., 2107; Situmorang et al., 2018; Muda et al., 2017).. Adjusted R

Square is the adjusted R Square value, this value is always smaller than R Square and this

number can have a negative price. According Syahyunan et al., (2017) that for regression with

more than two independent variables used adjusted R2 as the coefficient of determination.

Standard Error of the Estimate is a measure of the number of regression model errors in

predicting the Y value.

Regression Coefficients Simultanly(F Test) is used to determine whether the independent

variables (X1, X2 .... Xn) jointly influence significantly on the dependent variable (Y). Or to

find out whether the regression model can be used to predict the dependent variable or not.

Significant means that the relationship can apply to the population (Situmorang et al., 2017;

Tarmizi et al., 2017; Marhayanie et al., 2017; Muda et al., 2018; Muda & Hasibuan, 2018;

Muda and Hutapea, 2018 & Muda, and Windari, 2018). The level of significance uses a = 5%

(5% or 0.05 significance is the standard measure that is often used in research). Testing

criteria :

Ho is accepted if F counts <F table

Ho is rejected if F counts> F table

This test is used to determine whether in the regression model the independent variables

(X1, X2, ... .. Xn) partially have a significant effect on the dependent variable (Y). The

distribution table t is found at a = 5%: 2 = 2.5% (test 2 sides) with degrees of freedom (df) n-

k-1 or 18-2-1 = 15 (n is the number of cases and k is the number of independent variables).

Testing Criteria

Ho is accepted if -t table <t counts <t table

Ho is rejected if -t counts <-t table or t counts> t table.

Classic Assumption Test is an analysis conducted to assess whether in an Ordinary Least

Square (OLS) linear regression model there are problems of classical assumptions. Classic

assumption test is also not necessary for linear regression analysis which aims to calculate the

value of certain variables (Muda and Dharsuky, 2015 & 2016; Lubis et al., 2016; Tarmizi et

al., 2016; Sirojuzilam et al., 2016 & 2017; Muda and Hutapea, 2018 & Pohan et al., 2018).

Classic assumption test that is often used is multicollinearity test, heteroscedasticity test,

normality test, autocorrelation test and linearity test. There is no definite provision regarding



which test order must be met first. Analysis can be done depending on existing data. For

example, an analysis of all classical assumptions is carried out, then see which do not meet

the requirements. Then the repairs are carried out on the test, and after fulfilling the

requirements, testing is done on another test.

1. Normality Test

The normality test is to see whether the residual value is normally distributed or not. A good

regression model is to have residual values that are normally distributed. So the normality test

is not done on each variable but on the residual value. Multiple errors often occur, namely that

the normality test is performed on each variable. This is not prohibited but the regression

model requires normality in the residual value not in each research variable. Normal

understanding is simply analogous to a class. In a class of students who are very stupid and

very smart, the numbers are few and most are in the medium or average category. If the class

is stupid all then it's not normal, or an extraordinary school. And vice versa if a lot of classes

are smart, the class is not normal or is a superior class. Observation of normal data will

provide extreme low and extreme high values that are few and mostly collected in the middle.

Likewise the average value, mode and median are relatively close. Normality test can be done

by histogram test, P Plot normal test, Chi Square, Skewness and Kurtosis test or Kolmogorov

Smirnov test (Hutagalung et al., 2017; Muda, 2017; Erlina and Muda, 2018; Eriadi et al.,

2018; Sari et al., 2018; Muda, & Nurlina, 2018 and Muda & Naibaho, 2018). There is no best

or most appropriate method. The tips are that testing with graphical methods often leads to

differences in perceptions among some observers, so the use of normality tests with statistical

tests is free from doubts, although there is no guarantee that testing with statistical tests is

better than testing with graphical methods. If the residual is not normal but close to the critical

value then it can be tried with other methods which might provide normal justification. But if

it is far from the normal value, it can be done several steps, namely: transforming data,

trimming data outliers or adding observation data. Transformation can be done in the form of

natural logarithms, square roots, inverse, or other forms depending on the shape of the normal

curve, whether leaning left, right, collecting in the middle or spreading to the right and left

side.

2. Multicollinearity Test

Multicollinearity test is to see whether or not there is a high correlation between independent

variables in a multiple linear regression model. If there is a high correlation between the

independent variables, the relationship between the independent variable and the dependent

variable becomes disrupted. Statistical tools that are often used to test multicollinearity

disorders are variance inflation factor (VIF), Pearson correlation between independent

variables, or by looking at eigenvalues and condition index (CI) (Sirojuzilam et al., 2016;

Azlina et al., 2017; Sadalia et al., 2017; Dalimunthe et al., 2017 and Muda et al., 2018). Some

alternative ways to overcome multicollinearity problems are as follows:

1. Change or issue variables that have a high correlation.

2. Increase the number of observations.

3. Transform data into other forms, such as natural logarithms, square roots or first difference

delta forms.

3. Heteroscedasticity test

Heteroscedasticity test is to see whether there is a variance inequality from residual one to

observation to another observation. The regression model that meets the requirements is

where there is a similarity of residual variance, one observation to another observation

remains or called homoskedasticity. Heteroscedasticity detection can be done by scatter plot

method by plotting the ZPRED value (prediction value) with SRESID (residual value).




4. Autocorrelation Test

Autocorrelation test is to see whether there is a correlation between a period t with the

previous period (t -1). Simply stated, regression analysis is to see the effect of independent

variables on the dependent variable, so there can be no correlation between observation and

previous observation data. An example is the influence of the monthly inflation rate on the

rupiah exchange rate against the dollar. The inflation rate data for a particular month, say

February, will be affected by the January inflation rate. This means that there is an

autocorrelation disorder in the model. Another example, routine expenditure in a household.

When in January a family spent a relatively high monthly expenditure, then without any

effect, spending in February would be low. Autocorrelation test is only done on time series

data (time series) and does not need to be done on cross section data as in the questionnaire

where the measurement of all variables is done simultaneously at the same time. Regression

model in research on the Indonesia Stock Exchange where the period is more than one year

usually requires an autocorrelation test. Some statistical tests that are often used are the

Durbin-Watson test, test with Run Test and if the observation data above 100 data should use

the Lagrange Multiplier test. Some ways to overcome the problem of autocorrelation is to

transform the data or it could be by changing the regression model into generalized difference

equation. In addition, it can also be done by entering the lag variable from the dependent

variable into one of the independent variables, so that the observation data becomes reduced

1.

5. Linearity Test

Linearity test is used to see whether the model built has a linear relationship or not. This test

is rarely used in various studies, because usually the model is formed based on the theoretical

study that the relationship between the independent variable and the dependent variable is

linear. Relationships between variables which are not theoretically linear relationships

actually cannot be analyzed by linear regression, for example elasticity problems. If there is a

relationship between two variables that are unknown whether linear or not, the linearity test

cannot be used to provide an adjustment that the relationship is linear or not. Linearity test is

used to confirm whether the linear nature between two variables that are theoretically

identified is appropriate or not with the existing observations. Linearity test can use the

Durbin-Watson test, Ramsey Test or the Lagrange Multiplier test. Validity is the level of

validity and validity of the measuring instrument used. Instruments said to be valid means

showing a measuring instrument used to get the data valid or can be used to measure what

should be measured (Dalimunthe et al., 2016; Muda and Dharsuky, 2016; Muda et al., 2017;

Yahya et al., 2107; Sadalia et al., 2018; Erlina and Muda, 2018 and Muda et al., 2018). Thus,

a valid instrument is an instrument that is really right to measure what you want to measure.

Ruler is declared valid if it is used to measure length, but is invalid if used to measure

weight. That is, the ruler is precisely used to measure length, but it becomes invalid if a ruler

is used to measure weight. Reliability testing is useful to determine whether the instrument in

this case the questionnaire can be used more than once, at least by the same respondent will

produce consistent data. In other words, instrument reliability characterizes the level of

consistency. Good reliability coefficient is above 0.7 (good enough), above 0.8 (good).

Measurement of validity and reliability is absolutely necessary, because if the instrument used

is invalid and reliable, then the results of the research will not be valid and reliable. Muda

(2017) and Sadalia et al., (2018) explains the difference between valid and reliable research

with valid and reliable instruments as follows: Valid research means that if there is a

similarity between the data collected and the actual data that occurs in the object under study.



4. RESULTS AND DISCUSSION

4.1. Result

The followings are the results of data analysis, as follows:

Table 2 Coefficient Results

No Hypothesis testing Coefficient

Results

Significant

<0,05

Decision

1. Halal tourism products have positive and significant effects on

tourists’ trusts in West Sumatra.

0,301 <0,001 Accepted

2. Brand image destination has positive and significant impact

tourists’ trust in West Sumatra.

0,251 <0,001 Accepted

3. Trust has positive and significant effects on tourists’ repeated

visits in West Sumatra.

0,316 <0,001 Accepted


tourists’ repeated visits in West Sumatra.

0,068 0,037 Accepted

5. Brand image destination has positive and significant effects on

tourists’ repeated visits in West Sumatra.



tourists’ repeated visits via trust in West Sumatra.


7. Brand image destination has positive and significant effects on

tourists’ repeated visits via trust in West Sumatra.

0,188 <0,001 Accepted

Source: Results of Data Processing (2018).

Based on the loading results, it is known that all loading values are above 0.4, meaning

that they have fulfilled the validity requirements based on the loading size. Based on the

loading results, it is known that: The indicators of tourism products are 24. It is known that all

loading values of the indicator on tourism product variable are above 0.4, meaning that they

have fulfilled the validity requirements based on the loading value. The indicators of brand

image destination are 12. It is known that all loading values of the indicator on trust variable

are above 0.4, meaning that they have fulfilled the validity requirement based on the loading

value. The indicators of repeated visits are 3. It is known that all the loading values of the

indicator on the repeated visits variable are above 0.4, meaning that they have fulfilled the

validity requirement based on the loading value.

The reliability evaluations are assessed based on alpha cronbach and composite reliability.

The value of alpha cronbach (AC) and composite reliability (CR) is for each latent variable.

The recommended cronbach alpha value is above 0.7. The value of composite reliability is

above 0.7. Based on the results of data processing, it is found that: Cronbach alpha value of

X1 is 0.994, X2 is 0.989, Y1 is 0.983, Y2 is 0.974. All cronbach alpha values are known above

0.7, meaning they have fulfilled the reliability requirement based on alpha cronbach size. The

composite reliability value of X1 is 0.994, X2 is 0.990, Y1 is 0.985 and Y2 is 0.983. It is

known that all values of composite reliability are above 0.7, meaning that they have fulfilled

the reliability based on composite reliability measurement.

The result is obtained from the significance test result of direct effect: Hypothesis 1

(Direct Effects) The path coefficient from X1 to Y1 is 0.301, which is positive. The value can

be interpreted that X1 has positive effect on Y1, while P-values X1 to Y1 is <0.001, which

may also mean <0.05 (or 5%) significance level, therefore X1 has a significant effect on Y1.

Hypothesis 2 (Direct Effects) of path coefficient value from X2 to Y1 is 0.251, which is

positive. The value can be interpreted that X2 has positive effect on Y1, while P-values X2 to




Y1 is <0.001, which can also mean <0.05 (or 5%) significance level, therefore X2 has a

significant effect on Y1.

Hypothesis 3 (Direct Effects) The path coefficient value from Y1 to Y2 is 0.316, which is

positive. The value can be interpreted that Y1 has positive effect on Y2, while P-value of Y1

to Y2 is <0.001, which can also mean <0.05 (or 5%) significance level, therefore Y1 has a

significant effect on Y2.

Hypothesis 4 (Direct Effects) The path coefficient value from X1 to Y2 is 0.068, which is

positive. The value can be interpreted that X1 has positive effect on Y2, while P-value of X1

to Y2 is 0.037 <0.05 (or 5%) significance level, therefore X1 has a significant effect on Y2.

Hypothesis 5 (Direct Effects) The path coefficient value from X2 to Y2 is 0.119, which is

positive. The value can be interpreted that X2 has positive effects on Y2, while the value of P-

value of X2 to Y2 is 0.003 <0.05 (or 5%) significance level, therefore X2 has a significant

effect on Y2.

The result is obtained from the significance test result of indirect effects in Figure 5.9:

Hypothesis 6 (2 Paths-Indirect effects). It is known that indirect effect of tourist products on

repeated visits via trust is 0.226 with P-values <0.001, which also means <0.05 (or 5%)

significance level, therefore tourism product indirectly and significantly affects repeated visits

of .226, via trust. In other words, the trust is significant in mediating the relationship between

tourism products on repeated visits.

Hypothesis 7 (2 Paths-Indirect effects); It is known that indirect effect of brand image

destination on repeated visits via trust is 0.188 with P-values <0.001, which also means <0.05

(or 5%) significance level, therefore brand image destination indirectly and significantly

affects repeated visits by 0.188, via trust. In other words, the trust is significant in mediating

the relationship between brand image destination and repeated visits.

4.2. Discussions

The halal tourism industry is currently more developed, not only dealing with halal products

such as food or non-alcoholic beverages and no pork (not containing pork), but also halal

services such as no element of deception or fraud or any information that is covered up to

visitors. As of 2015 the halal tourism industry has grown rapidly compared to other types of

tourism. With this rapid growth, of course, the market share is expanding and needs to be

developed or innovated so that the quality of tourism is even better. Provision of halal tourism

by countries in the world, especially by countries that are predominantly non-Muslim, are

business opportunities that provide considerable economic impact. Indonesia, where the

majority of its population is Muslim, Indonesia must continue to develop halal tourism so that

more visitors from abroad make Indonesia more famous in the world scene that Indonesia is

indeed superior in providing halal tourism. Muslim tourist attraction is defined as everything

that has a uniqueness, beauty and value that is the target or purpose of visiting Muslim

tourists. Muslim tourism related to Islamic law must pay attention to sharia rules as explained

above. Muslim tourism requires Muslim participants because this tour aims to increase the

faith and Islam of the participants. Whereas for halal tourism participants do not have to be

Islamic, all people of any religion may participate in halal tours if they want to join halal tours

which are more guaranteed to be safe as their food is safe for health. Halal is good for all

humans so halal tourism is more universal for all people.



5. CONCLUSIONS AND SUGGESTIONS

5.1. Conclusions

The assessment of most respondents to halal tourism products falls into good category of 58%,

but there are still some indicators that are yet to reach the average, namely halal amenity

which is not compatible to sharia standards; and the accessibility is not completely available.

The assessment of most respondents to destination brand image falls into fair category at

48.25%. it happens because the tourists brand image has not been established properly

because the cognitive image, affective image and uniqueness image that the industry actors

cannot create in halal tourism.

The assessment of most respondents to tourists’ trust to the halal tourism products and brand

image destination falls into fair category at 42.20%. It is because in West Sumatera,

restaurants and souvenir food have not earned halal labels from MUI, so that Muslim tourists

hesitate to make repeated visits, or tourists’ loyalty has not been formed because the low trust

level of Muslim tourists towards tourism product and brand image destination in West

Sumatra.

5.2. Suggestions

The implementers should increase the branding of halal tourist attractions in West Sumatra. It

is suggested to improve the security in many places, especially in outdoor facilities, and

instructions for the parking area for visitors. Besides, to make visitors feel more comfortable,

more seats should be added so that they can feel the uniqueness of halal tourism. Halal labels

for culinary and hotels should be the top priorities of the government and industry actors.

We suggest that the management of halal tourist attractions pay more attention to the needs of

visitors, in terms of the concept of tourism presentation, such as bringing in more attractions

according to halal standards, in order to optimize tourist attractions and art events with

innovative dance movements compatible with sharia standards.

The management should install more hint boards to sharia tourism objects in Padang,

Bukittinggi, and Pesisir Selatan Regency, due to limited number of hint boards there. And it

would good for the management to improve and repair the existing facilities, and to clean the

cave there.

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