PERSEPSI NILAI DAN PERSEPSI RISIKO WISATA HALAL SUMATERA BARAT DARI PERSPEKTIF INDUSTRI KULINER DAN PENGARUH NYA TERHADAP INTENTION TO VISIT

Abstract

Abstract: This research aims to determine the effect of perceived of value and perceived of risk halal tourism from the perspective of the culinary industry towards the intention to visit Muslim tourists visiting West Sumatra. Data was collected through questionnaires both online and offline for 200 respondents. The sampling technique in this study is to use purposive sampling. Test data instruments using validity and reliability. Hypothesis testing using Structural Equation Model (SEM) which is processed through the Smart-PLS (Partial Least Square) program. Hypothesis testing results showed that emotional value did not affect the intention to visit, social value had little effect on the intention to visit, quality value had little effect on the intention to visit, value for money had a significant effect on intention to visit, Islamic physical attributes had little influence on the intention to visit, Islamic religiously has a significant effect on intetion to visit, and risk perception has little effect on intention to visit.Keywords: halal tourism, perceived risk, intention to visit, emotional value, social value, quality value, value for money, islamic pysical attributes, islamic religiously