The Impact of Halal Tourism Marketing Mix on

Satisfaction

Agustinawati

, Samsidar

, and Muhammad Yusuf

Department of Management, Universitas Malikussaleh, Aceh, Indonesia

Department of Mechanical Engineering, Universitas Malikussaleh, Aceh, Indonesia

muhd.yusuf@unimal.ac.id

Abstract. This study aims to investigate the impact of halal tourism marketing

mix on satisfaction for tourists in context of Aceh. The Halal tourism destination

such as Ujong Blang, Waduk Jeulikat and Gunung Sala is the latest destination

in Lhokseumawe Aceh, Indonesia. This destination currently very in great

demand by the tourists. A survey questionnaire is used to conduct this study. A

sample of 200 tourists participated in the study. The findings reveal the

significant positive relationship of six marketing mix elements with tourists

satisfaction for tourism services in the context of Aceh. The level of tourist

satisfaction with halal tourism destinations is included in the medium category.

Keywords: Halal tourism · Marketing mix 7p · Destination · Satisfaction

1 Introduction

The tourism sector is determined as one of the leading development sectors in

Indonesia. The growth of halal tourism in Indonesia is a new trend in the tourism service

industry with the establishment of 3 halal tourism destinations, one of which is Aceh,

which has been awarded the fourth rank of the Top 10 Halal Friendly Holiday

Destinations in 2016 with the success of Aceh Province winning two awards namely

the category of World's Best Airport for Halal Travelers: and World's Best Halal

Cultural Destination [1][2].

Indonesia has great potential and opportunities in developing the halal tourism

industry. The North Aceh and Lhokseumawe is one of the districts in the province of

Aceh Indonesia. There are many halal tourism destinations that have been known by

domestic and foreign tourists. The Halal tourism destination such as Ujong Blang,

Waduk Jeulikat and Gunung Sala is the latest destination currently very in great

demand by the tourists [3].

Halal tourism is any activity, event and experience carried out in a state of travel

that complies with Islamic standards. Halal tourism, not only to travel to places that

have religious value, but this concept is more to the implementation that prioritizes

halal standards-based services for Muslims, such as providing halal food or culinary,

places of worship, not preparing entertainment that is not in accordance with Islamic

sharia. the concept of halal tourism is more focused on tourism that is full of Islamic

values by providing halal products and in accordance with sharia, not only for the

consumption of Muslim tourists, but also for non-Muslim tourists [4][5].

Agustinawati, ., Samsidar, . and Yusuf, M.

The Impact of Halal Tourism Marketing Mix on Satisfaction.

DOI: 10.5220/0010435200002900

In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA 2019), pages 417-424

ISBN: 978-989-758-582-1; ISSN: 2655-9064

417

In marketing activities, the important thing to note is how a service provider pays

attention to the marketing mix of services which can then measure tourist satisfaction

[6][7]. The service marketing mix is used to classify every part of a tourism destination

such as products, prices, places, promotions, physical facilities, people, and processes

so that measurement of tourist satisfaction is easier to do. In addition, the use of the

marketing mix of services is used in the tourism industry, the company does not offer

pure services to customers, but physical facilities and other offerings such as

environmental conditions around tourist attractions, parking lots, design tourist

attractions, and others [8][9].

The seven main points in the marketing mix of services consisting of product, price,

place, promotion, physical evidence, people, and process to be used to interpret the

experiences felt by tourists at a tourist site to determine the level of satisfaction or

dissatisfaction of tourists through existing variables [10].[11]. The present study aims

to find the impact of halal tourism marketing mix on satisfaction in tourism destination

in context of Aceh.

2 Literature Review

2.1 Tourism and Tourists

Tourism is as a change in the temporary residence of someone outside of their residence

for a reason and not to do activities that generate wages [10][12][13] tourism is all

activities in society related to tourists, while tourists are people who travel from their

homes without settling in the places they visit [14][15][16].

2.2 Halal Tourism

Halal tourism is one of the tourism systems intended for Muslim tourists whose

implementation complies with Islamic rules. Every activity, event and experience

carried out in a tourism destination must be in accordance with Islamic sharia [4][3][17]

The trend of halal tourism is becoming a modern lifestyle in meeting the needs of

making a tour which is a strength of the highly developed global tourism industry. Halal

tourism promotes halal products and is safe for consumption by Muslim tourists. For

non-Muslims, Islamic tourism with halal products is a healthy guarantee.Sharia tourism

is not interpreted as such, but tourism where it originates from nature, culture, or

artificial is framed by the values of Islamic [18] [19][3][1][2][4].

2.3 Marketing Mix

Marketing mix is one of the tools in the field of marketing that can be used to develop

a tourism industry. service marketing is an action offered by the producer to the

consumer, in the sense that the services rendered cannot be seen, felt, heard or touched

before being consumed. The service marketing mix is a development of the marketing

mix. The marketing mix in the field of products includes 4P, namely: Product, Price,

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418

Place, and Promotion. In the service sector, experts add three other elements, namely

People, Process, and Customer Service [7][11][20]. In the tourism industry, marketing

mix is used to satisfy consumers by focusing on the quality of attractions that can be

accessed with seven variables (7P) namely products, prices, promotions, places, people,

physical evidence, and processes [21] [22][23].

Product: Product is anything that is tangible and intangible that can meet the needs

of consumer demand to be satisfied [6][24] tourism products are the overall services

obtained, felt and enjoyed by tourists since he left the area and headed to the tourist

destination and return to the place of origin [21][9]. Price: Price is a very important

measure used by consumers to buy or not buy to meet the needs of goods and services.

The price is the only element of the marketing mix that provides income for the

organization [23][14][25][6]. Promotion: The company introduces its products and

services to the market through promotional strategies. Goods and services produced by

companies must be known, needed and requested by consumers, so companies must

promote their products through advertising and promotion [26][24] promotion is "an

activity to inform the benefits of the product and persuade customers to buy it [22][19].

Place: Place can provide time and distances as well. It also offers some novel ideas for

travelling ways and declares some possible customers for tourism service. A prior

research also explains about some marketing channels and put marketing mix with

best distribution of services for many travel agencies [13][16]. Places that are attractive

to consumers are the most strategic, fun, and efficient places. People: The success of

company activities is determined by employees who have the ability and high morale.

This is intended so that the work that has been given in accordance with the expertise

of each employee. people plays an important role in human resources in the field of

tourism marketing and looking for quality sightseeing and personal buying in the

hospitality sector [22][9]. Process: The process consists of several stages, namely

procedures, work schedules, relationships, activities, and routine things that are

produced and delivered to consumers [19][11] explains that the tourism marketing

includes planning a trip, location, plane tour, maps, tourism attraction, meals, souvenirs

and momentous [27]. Physical Evidence: Physical evidence is something that directly

influences the decision of tourists to buy and use the services offered. Intangible

characteristics in the service industry make it difficult for tourists to not feel a service

before visiting a destination[10] Physical evidence is related to the seller before the

customer that the tourism product is nonprofit purpose, place, décor, people and

everything else in the tourism office which may relate to the experience [9][25].

2.4 Tourist Satisfaction

Tourist satisfaction is the main goal for the service industries, it is a benchmark for the

success of a business. The service industries must be able to meet the desires,

expectations and satisfaction of its customers, thus its customers will return to use their

services. Competitive strategies for tourism destination today absolutely require the full

attention of tourism service managers in managing satisfaction and dissatisfaction.

Basically tourism destinations are creating visitors satisfaction, so that they will make

repeat visits in the future [16][20][28]. Tourist satisfaction is a full evaluation after the

product is consumed feels the same or exceeds tourist expectations. Meanwhile,

The Impact of Halal Tourism Marketing Mix on Satisfaction

419

dissatisfaction is a feeling of disappointment that arises if the results obtained do not

meet the expectations of tourists [29][30][15][31].

3 Methodology

The data used in this study was collected from the results of a survey conducted by

distributing questionnaires in the halal tourism destinations of the Ujong Blang, Waduk

Jeulikat and Gunung Sala in Aceh Indonesia. Data used in this research was distributed

to the tourist located in aceh to collect the relevant data. This survey was conducted in

July 2019, The respondents are randomly selected. The sample size for the present

research is 200 tourist visiting halal tourism destination [32][33]. The observed

variables of marketing mix including in the study were products/services, price, place,

promotion, people, processes and physical evidence, to comprehend their impacts

towards the tourist satisfaction. The correlation between variables is drawn in Figure 1.

Fig. 1. Research model of correlation between marketing mix towards the satisfaction.

The items of marketing mix were measured on 5 point likert scale ranging from

1 = strongly disagree to 5= strongly agree for assessing the marketing mix variable that

affect the tourist satisfaction in halal tourism destination. Frequency and percentage

were used to examine the demographic profile of the respondents. In addition,

regression analysis was used to approximate the variation in satisfaction [34][35]. The

model applied in this study as follows:

(1)

In addition, the hypotheses are:

: Product and Satisfaction are positively related to each other.

: Price and Satisfaction are positively related to each other.

: Promotion and Satisfaction are positively related to each other.

: Place and Satisfaction are positively related to each other.

: People and Satisfaction are positively related to each other.

: Process and Satisfaction are positively related to each other.

: Physical Evidence and Satisfaction are positively related to each other.

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4 Results and Discussion

4.1 Respondents Profile

The subjects were categorized into four groups: first-time visitors (12 / 6%), 2-3 time

(71/35.5%),4-5 time (34/17.0%) and > 5 time (83 / 81.5%). There were 118 (59%)

female respondents and 82 (41%) male respondents.The respondents represented

various age groups but the majority (35%) were aged between 18 to 25 years old. About

(64.5%) of the respondents were married, while single made up 35.5% of the sample.

One hundred and nine-four (97%) respondents had reason to recreation/ interes halal

tourism. From these data, the researcher concluded that more than 95% of the

respondents intersted to travel and have vacations at halal tourism destinations. (Refer

to Table 1).

Table 1. Respondents profile ( N= 200).

Frequency Percentage Frequency Percentage

Man

82 41 %

Ujong Blang beach

177 88.5 %

Women 118 59 %

Waduk Jeulikat

167 83.5 %

Maried

129 64.5 %

Gunung Sala

154 77.0 %

Not yet

Maried

71 35.5 %

Recreation/ interes

halal tourism

194 97 %

18-25 yrs

70 35 %

Work

6 3%

26-35 yrs

64 32 %

First time

12 6 %

36-45 yrs

51 25.5 %

2-3 time

71 35.5 %

> 46 yrs 15 7.5 %

4-5 time

34 17.0 %

> 5 time 83 41.5 %

4.2 Reliability

Internal reliability of the questionnaire was tested by using Cronbach’s alpha.

According to Ghozali, 2005, Cronbach's α with larger α values (greater than 0.60)

indicates higher internal consistency in the measured dimension and hence greater

reliability. In this study the entire variables Cronbach's alpha is greater than 0.60

(Table-2). So, it is clear that the questionnaire used in this study had strong internal

reliability and it could be used with confidence for the application of next statistical

analysis. (Refer to Table 2).

Table 2. Reliability Test.

Marketing

Mix &

Tourists

Satisfaction

Product Price Promotion Place People Process

Physical

Evidence

Tourists

Satisfaction

Cronbach

Alpha

0.814 0.749 0.785 0.675 0.735 0.695 0.722 0.767

The Impact of Halal Tourism Marketing Mix on Satisfaction

421

4.3 Analysis

Based on the linear regression equation, the six service marketing mix variables namely

product, price, place, person, process, and physical evidence have a positive regression

coefficient. This means that an increase of the six marketing elements will increase

tourist satisfaction with halal tourism destinations. Meanwhile, promotional elements

with negative coefficients will cause a decrease in the level of tourist satisfaction. this

shows that the promotion is not effective in increasing the number of tourists visiting.

However, Simultaneously, the seven elements of the service marketing mix

significantly influence tourist satisfaction on halal tourism destinations in Aceh.

The multiple regression equations for each variable can be written as follows:

Y = 3.984 + 0.122X

+ 0.104X

- 0.014X

+ 0.015X

+ 0.046X

+ 0.162X

+ 0.283 X

To check the impact of halal tourism marketing mix as independent variables to

tourist satisfation as dependent variable and linear regression analysis was applied to

test the hypothesis developed. Results of linear regression analysis are shown in Table

3. The results of data analysis shows that hypothesis 1 is supported. The regression

analysis shows a positive relationship between product and tourist satisfaction. The

product has a significant effect with a value of 0.015 and a positive regression

coefficient of 0.122. This shows that the product has an effect on tourist satisfaction

with halal tourism destinations in Aceh. Hypothesis 2 of the study is also supported by

the results as the results show a positive relationship between price and tourist

satisfaction. The price has a significant effect with a value of 0.048 and a positive

regression coefficient of 0.104. The regression output of Hypothesis 3 not supports the

hypothesis presented by the study suggesting a negative relationship between

promotion and tourist satisfaction. The promotion not have a significant effect with a

value of 0.741 and a negative regression coefficient of -0.104. This shows that the

promotion not have an effect on tourist satisfaction with halal tourism destinations in

Aceh. Hypothesis 4 of the study is not supported by the results as the results show a

positive relationship between place and tourist satisfaction. The place not have a

significant effect with a value of 0.800 and a positive regression coefficient of 0.015.

The hypothesis 5 also presents a positive relationship between people and tourist

satisfaction as the regression analysis. The people not have a significant effect with a

value of 0.328 and a positive regression coefficient of 0.046.The regression analysis of

hypothesis 6 supporting a positive relationship between process and tourist satisfaction.

The process has a significant effect with a value of 0.009 and a positive regression

coefficient of 0.162.The last hypothesis of the study

also supports the expected results

and suggests that there is a positive relationship between Physical evidence and

tourist satisfaction.

The Physical evidence has a significant effect with a value of 0.000

and a positive regression coefficient of 0.283. This shows that the Physical evidence

has an effect on tourist satisfaction with halal tourism destinations in Aceh.

MIICEMA 2019 - Malaysia Indonesia International Conference on Economics Management and Accounting

422

Table 3. Regression Analysis.

X B Std. Error Beta t Sig. Tolerance VIF

(Constant) 3.984 1.028 3.874 .000

Product .122 .050 .182 2.450 .015 .509 1.966

Price .104 .052 .144 1.993 .048 .541 1.849

Promo -.014 .043 -.022 -.330 .741 .638 1.567

Place .015 .060 .018 .254 .800 .584 1.712

People .046 .047 .065 .982 .328 .650 1.539

Proses .162 .061 .175 2.658 .009 .650 1.539

Phisical .283 .059 .319 4.773 .000 .629 1.589

5 Conclusions

The study aims to find out the relations between the marketing mix and tourists

satisfaction in the halal tourism destinations in Aceh. The finding in this study shows

that there is six elements a significant positive relationship among the marketing mix

and tourist satisfaction. Furthermore the results suggest that the halal tourism

destinations in Aceh should consider the importance of the marketing mix, ie:

promotion while designing their service marketing strategy. The finding of the study

are helpful for the halal tourism industry of Aceh in particular and the national tourism

industry in general.

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