DETERMINANTS OF CONSUMER LOYALTY IN HALAL TOURISM Unveiling the Critical Factors Driving Visit Intentions of Muslims and Non-Muslims in Lombok, Indonesia1

Abstract

This paper explores the behavioral mechanisms that shape consumer loyalty in halal tourism, focusing on Lombok Island, Indonesia. Using quantitative data from 685 respondents, including 600 Muslims and 85 non-Muslims, the study applies descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that halal-friendly attributes significantly influence perceived value, satisfaction, and trust among Muslim tourists. However, these attributes do not directly lead to loyalty. Instead, perceived value plays a central role by enhancing satisfaction, trust, and ultimately loyalty. Satisfaction also strengthens trust and loyalty, while trust has a moderate effect on loyalty. These results suggest that visible halal elements are necessary but not sufficient; deeper psychological engagement is essential. The study recommends that halal tourism providers focus on emotional experience, authenticity, and transparent service to build long-term loyalty. The implications emphasize a shift from functional halal compliance to meaningful and trust-based relationships with Muslim travelers.