Enhancing tourist loyalty in predominantly Muslim destinations: Integrating religiosity and sense of community into the QVSL model

Abstract

This study explores the formation of tourist loyalty among visitors to predominantly Muslim destinations by integrating the Quality-Value-Satisfaction-Loyalty (QVSL) chain model with the concepts of religiosity and sense of community. Data were gathered from 442 inbound Muslim tourists visiting various destinations in Indonesia. Using Partial Least Squares analysis, the study reveals that incorporating religiosity and sense of community into the QVSL chain model enhances predictions of tourist satisfaction and loyalty. The analysis indicates that tourist loyalty and satisfaction are primarily driven by the quality of experiences at attractions and a sense of community. Additionally, religiosity influences tourist loyalty by strengthening their experiences with halal services and products as well as fostering a sense of community. Theoretically, the extended QVSL chain model, which includes religiosity and sense of community, provides new insights into predicting tourist loyalty to predominantly Muslim destinations. From a managerial perspective, the study recommends that destination managers leverage the benefits of tourists' sense of community and religiosity, in addition to offering a comprehensive quality experience.