Factors Influencing Domestic Traveler to Halal Tourism Destination

Dewi Agustin Pratama Sari and Nurdin Sobari

Faculty of Economy and Bussines, University of Indonesia, Depok, Indonesia

agustin.pratama@gmail.com

Keywords: Halal Tourism, Travel Motivation, Destination Image, Push Travel Motivation, Pull Travel Motivational.

Abstract: This study aim to know about the factors that influence domestic tourists to be interested in the campaign

conducted by the Ministry of Tourism and Creative Economy on halal tourism. This study looks at how these

domestic tourists can be motivated related to their assessment of the halal tourism. Factors that become the

motivation of domestic tourists, the authors distinguish into two, these are pull motivation and push

motivation while the destination image of the author intent, the author also for the two also the cognitive

destination image and affective destination image. This research uses 301 respondents collected for further

processing by using Lisrel. From this study found that significant factors affect intention to visit destination

is the factor of travel motivation and affective destination image. While on the other factors known not

significant to intention to visit halal destination.

1 INTRODUCTION

The Ministry of Tourism currently has set 13 MICE

destinations (meeting, incentive, coonvention, and

exhibition) in Surabaya, Jakarta, Balikpapan, Bali,

Medan, Batam-Bintan, Makassar, Padang-

Bukittinggi, Manado, Palembang, Mataram and

Bandung. Explained in the strategic Plan, the above

matters have the objective of which can increase

investment in tourism sector, improve the image of

Indonesian tourism, increase diversification of

tourism destinations and certainly expected to

increase the number of foreign tourists and increase

foreign exchange. Recorded increase in the number of

foreign tourists by 16.4% from 2.8 to 3.0 million

people. This is certainly in line with the increasing

efforts made by the government to increase foreign

tourists. However, when viewed in more detail about

one of the components of the balance of payments is

the existence of the trade balance of services known

in the second quarter of 2017 increased deficit

compared to the previous quarter. Figure 1 is a graph

of the trade balance of services.

Figure 1: Development of the Trade Balance of services.

The increase in deficit in the services trade

balance was due to a decrease in travel services

surplus in the previous quarter by USD 1.4 billion to

USD 0.8 billion. The decrease in the surplus is

influenced by the decrease in travel receipts and the

increase in travel services payments, especially the

increasing number of domestic tourists visiting

overseas, while on the other hand not equal to the

expenditure of foreign tourists with the number of

tourists increased but their spending tends to be equal

to the previous quarter, resulting in a deficit on the

balance sheet. Figure 2 is a graph of payment of travel

services.

Sari, D. and Sobari, N.

Factors Inﬂuencing Domestic Traveler to Halal Tourism Destination.

In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 687-692

ISBN: 978-989-758-315-5

687

Figure 2: Payment of Travel Services.

From this data we can know that it attracts foreign

tourists as much as possible not be the sole

determinant of the reduced deficit balance sheet,

especially on the balance of payments. In addition to

increasing foreign tourists who can increase foreign

exchange, but also we need to review again that the

balance of payments depends not only on foreign

tourists who enter Indonesia but also the number of

domestic tourists who move out or into the country.

More and more domestic tourists doing tourism

abroad then will add input deficit balance of

payments. Therefore, for the foreign exchange earned

from the government's efforts, including the

campaign about the wonderful Indonesia attracts

foreign tourists into Indonesia tidah vain, it must be

accompanied by a boost in the increase of the number

of domestic tourists to visit areas in Indonesia so it is

expected to reduce their intensity to enjoy travel

abroad so as to reduce overseas expenditures and

further increase the number of domestic travel service

receipts so as to avoid increasing the balance of

payments deficit.

Halal tourism into a new package that can be

offered to attract domestic tourists who are the

majority of Muslims. The needs of Muslims will get

a tourist attractions in line with their needs such as

easy to find places of worship, halal food is easily

available and other things related to other Muslims

are expected to make tourists will be more interested

nusantara to tourist destinations in this nation. The

majority of the population of Indonesia is Muslim, but

not all tourist destinations in Indonesia have halal

certification or not all tourist destinations in Indonesia

thick with halal guarantee for every Muslim, for

example when we visit Bali and Manado. From the

example of two tourist destinations on the island, it

can be concluded that although the majority of the

population of this nation of Islam, but can not be sure

every tourist destination is also thick with nuances of

Islam, one of them about the availability of halal

certificates are still minimalist. This can be seen from

the food, lodging, services offered by the operators or

just to find mosque places of worship, for some cases

tourist destinations in the territory of Indonesia can

not be said everything is easy for Muslims or we can

call kosher freindly tourism .

With the majority of the population of Islam, of

course this can be a new opportunity to support the

tourism ministry program that is targeting 275 million

domestic tourists in 2019. Package inbound halal

tourism is expected to affect the number of domestic

tourists to move more not abroad but move to inter

island in Indonesia. With the increased access to halal

or muslim friendly tourism in Indonesia's tourist

destinations that previously seemed to complicate the

Muslim community when visiting these destinations,

it is expected to increase the number of domestic

tourists to visit the destinations in Indonesia, so they

will diverted instead of traveling overseas but into the

country. This is expected to have an impact on the

increase of intercity or inter island tourists because

the Muslim community will more feel accommodated

for what their needs when doing tours with various

packages of halal tourism. From changing the habit of

people to go abroad to domestic tourism will reduce

the input deficit of service trade balance so as to

increase the surplus balance of payments of this

nation.

In this study try to dig more about what factors

will actually affect the domestic tourists to be

interested in the campaign conducted by the Ministry

of Tourism and Creative Economy on halal tourism.

This study looks at how these archipelago tourists can

be motivated related to their assessment of the

destination image halal tourism. Factors that become

the motivation of domestic tourists, the authors also

distinguish into two, namely pull motivation and push

motivation while the destination image of the author

intent, the author also for the two also the cognitive

destination image and affective destination image.

From this research will get information that what

factor most significant influence intention to visit

destination, both at motivation factor and destination

image factor.

2 LITERATURE REVIEW

2.1 Halal Tourism

Halal is derived from the Arabic meaning of

"allowed" or "rule" and 70% of Muslims follow this

standard (Ozgen and Kurt, 2013). Halal is currently

used on a wider scale, not limited to food and drink

but also reflection and implentation in every aspect of

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

688

everyday life. Halal tourism or halal tourism is

defined as the type of tourist associated with religion

and shows all activities under Islam organize it

including behaving, dressing and in deciding things

(Battour, 2012).

Halal tourism itself is also referred to as Islamic

tourism tourism based on (Eid, 2010) that refers to the

tours made by the Muslims in the form of activities,

activities and fun done in the travel tour which in the

process of doing these activities full of aspects of

Islam. Halal tourism activity itself includes the

history, culture, art, economy, health, education and

other things that attract people (Islamic Tourism

Center, 2013). Halal tourism is made as a form of

Islamic tourism because Muslims are motivated to

visit religious celebrations, conferences, functions

and also centers (Laderlah et al., 2011).

2.2 Travel Motivation

Motivation is an important factor that can influence

tourists in making decisions (Battour, 2012). In

general, the decision of tourists to visit a destination

can be categorized by two motivations: push and pull

factors (Uysal and Jurowsky, 1994) which are often

described as intrinsic or internal factors as well as

extrinsic factors or external factors (Goodall, 1991).

Push factors are internal or internal motivated

factors, often emotional and can encourage

individuals to want travel and spend time with their

loved ones for relaxation purposes (Battour et al.,

2010).

Pull factors are the motivating factor of tourists to

travel to a particular destination based on external

drive (Battour et al., 2010). This factor is more likely

to be related to the destination factor itself, such as

cheap transportation, price and distance to affordable

destinations (Nicolau and Mas, 2006), tourist

attraction to destination weather conditions (Elwin,

1989), quality of services and products in destinations

(Goossens, 2000) and accessibility (Chi and Qu,

2008).

Some previous writers noted that for Islamic

destinations the level of religious and social functions

are important in destinations (Henderson, 2008).

(Din, 1989) explains that Muslim tourists will visit

places connected with Islamic history as far as the

place has the benefit of being able to relax them and

allow them to learn about the history of Islam. Based

on (Eickelman and Piscatori, 1990) Muslim tourists

also like to travel for a variety of purposes such as

traveling to visit their friends or relating to them,

appreciating the beauty of God's creation in the world

and visiting places that can make them feel at the

same community. (Henderson, 2008) also explains

that Muslim tourists will travel more often with the

aim of gaining freedom.

H1: Travel motivation has a positive and significant

relationship with intention to visit halal

destination.

H2: Push travel motivation has a positive and

significant relationship with intention to visit

halal destination.

H3: Pull travel motivation has a positive and

significant relationship with intention to visit

halal destination.

2.3 Destination Image

Destination image refers to an individual's mental

representation consisting of knowledge, feelings, and

all perceptions related to the destination (Fakeye and

Crompton, 1991). The images and perceptions of

tourists will have an impact on destinations that

impact their intentions of behaving (Bigne et al.,

2001). As a result, it is found that a positive picture of

the destination will have an impact on the behavioral

intentions to re-visit the destination in the future

(Court and Lupton, 1997). In addition to the

explanation, destination image is a concept that refers

to the idea of a destination made in the mind of the

traveler, usually a mental representation or attribute

(Costa, 1987) or perception that appears in the

memory of tourists (Keller, 1993). Some academics

define destination image as the number of beliefs,

ideas, and impressions that people associate with the

destination (Crompton, 1979). The concept of

destination image is closely related to destination

branding, in which a positive destination image will

identify and differentiate the destination from other

destinations with the consistency of various elements

of the brand (Cai et al., 2003).

The cognitive component describes the

knowledge of tourists, what tourists believe, what

they think and know about each attribute of a tourist

destination (Mohamed et al., 2015). This attribute is

derived from a source of tourist destinations (Stabler,

1995), which can motivate tourists to visit the tourist

destination (alhemound and Amstrong, E, 1996). The

cognitive component represents a major impact on the

affective component (Anand et al., 1988).

Affective component refers to the feelings and

emotions of the tourist destinations (Anand et al.,

1988). This emotional component is strongly

influenced by the motivation of tourists. Affective

component occurs in responding to the cognitive

image of tourists towards the destination (Agapito et

al., 2013).

Factors Inﬂuencing Domestic Traveler to Halal Tourism Destination

689

The perception and description of tourists from

destinations will have an impact on their behavioral

intentions or behavioral intention (Bigne et al., 2001).

For example, (Court and Lupton, 1997) found that a

positive picture of the tourist destination will have an

impact on the intention to revisit the destination in the

future. Both the cognitive and affective components

of a destination image will be influenced by

sociodemographic characteristics. Both cognitive and

affective are important components in the destination

image, therefore in judging the destination image is

not enough to simply represent one of the

components.

H4: Destination image has a positive and significant

relationship with intention to visit halal

destination.

H5: Cognitive destination image has a positive and

significant relationship with intention to visit

halal destination.

H6: Affective destination image has a positive and

significant relationship with intention to visit

halal destination.

3 RESEARCH METHODS

In this study, the authors obtained data from the

results of field surveys on respondents with the spread

of questionnaires. The questionnaires used multiple

questions of multiple choice, open questions and

multiple statements using the Likert scale, the seven

points Likert scale and ranging from one to "strongly

disagree" to seven to "strongly agree".

Characteristics of respondents in this research is

the people who in the last six months ever did a

domestic tour with the really purpose of tour not

because of work or other things that will be asked by

the author to fill out the research questionnaire.

Spreading of questionnaires done writers directly as

well as through the internet. Internet media is used by

writers to get more respondents. Google Spreadsheets

from Google is a help tool the author will use when

deploying an online questionnaire.

In the data if the author using SPSS and also

Lisrel. Where SPSS is used to test at the time of

pretest and Lisrel is used to test the causal relationship

of this research model.

4 RESULTS AND DISCUSSION

In this study, the respondents collected as much as

620, but because in this study there are screning

question that is only the respondents who in the last

six months are really specifically doing the holiday,

then the total respondents are 301 respondents

processed. In the results of questionnaires that have

returned to the research note that the majority of

respondents are aged 20-25 years and in the last six

months to do domestic tourism with the goal really

tourist not because there is work or other things. The

majority of the respondents are students. Goodness of

Fit Index (GOFI) full model from submodel ITC can

see in table 1.

Table 1: Goodness Of Fit Index (GOFI) Full Model from

Submodel ITC.

Goodness of

fit Measure

Acceptance

level

Result

Conclusion

RMSEA

RMSEA < 0,08

0,072

Good fit

GFI

GFI ≥ 0,09

0,69

Poor fit

IFI

IFI ≥ 0,90

0,83

Marginal fit

CFI

CFI ≥ 0,90

0,82

Marginal fit

NNFI

NNFI ≥ 0,90

0,81

Marginal fit

PGFI

PGFI : 0,50 –

0,90

0,62

Poor fit

Table 2: t-value.

Hipotesis

Path

SLF

T-

Value

Conlusion

Travel

Motivation

Intention to

Visit Halal

Destination

0,49

2,73

Significant

Push Travel

Motivation

Intention to

Visit Halal

Destination

0,52

0,80

Not

Significant

Pull Travel

Motivation

Intention to

Visit Halal

Destination

0,72

-1,33

Not

Significant

Destination

Image Intention

to Visit Halal

Destination

0,15

1,29

Not

Significant

Cognitif

Destination

Image Intention

to Visit Halal

Destination

0,07

0,34

Not

Significant

Affective

Destination

Image Intention

to Visit Halal

Destination

0,38

2,42

Significant

Table 2 shows SEM results that for H1 shows a

significant relationship between travel motivation

with intention travel to visit destination. This is in line

with the theory presented by (Din, 1989) which

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

690

explains that Muslim tourists will visit places

connected with Islamic history as far as the place has

the benefit of being able to relax them and enable

them to learn about the history of Islam. Based on

(Eickelman and Piscatori, 1990) Muslim tourists also

like to travel with a variety of purposes such as

traveling to visit their friends or relating to them,

appreciating the beauty of God's creation in the world

and visiting places that can make them feel at the

same community. But then for H2, H3, H4 and H5

have the result that shows no significant relationship

with intention to visit destination. While for H5 has a

result that is showing a positive and significant

relationship with intention to visit halal destination.

5 CONCLUSION

In general, this study helps explain how domestic

tourists can be attracted to halal tourism in Indonesia.

In this study contribute to the existence of the

motivation of tourists and also the influence of the

description of tourist destinations whether it can

affect the Muslim tourists who want a kosher tour. In

this study found that travel motivation can affect the

domestic tourists, but if we specify again to be

divided into push and pull motivation it does not

affect the intention of domestic tourists to halal tourist

destinations. it certainly can be concluded for the

manager of tourist destinations that every Muslim has

a motivation that is push and pull, not to finally have

the intention to visit. If still only the motivation from

the inside but not driven by a destination that is

possible and attractive to tourists, in the end still will

not attract tourists to visit.

In addition to the motivations that can affect

tourists, in this study also obtained any information

about the form of pictures of tourist destinations such

as what can encourage the tourist archipelago to want

to visit the Halal tour. from the results that researchers

have got, the description of the destination that will

have a positive effect on the existence of visiting

intentions is affective destination. As for the

description of other destinations such as the

destination itself then cognitive destination did not

have a significant influence on the intention of

visiting the destination halal tourism.

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