Abstract:
Purpose – The purpose of this study is to examine the impact of Islamic tourism
intention on local tourists visiting the city of Padang.
Design/methodology/approach – This research used quantitative methods.
Online questionnaires were distributed and collected to those who knows about
Islamic Tourism, have visited Islamic Tourism in Padang, and people who have
the intention to visit Padang City as an Islamic destination. A total of 405 valid
responses were gathered using non-probability purposive sampling and snowball
sampling methods.
Findings – The results show that reputation significantly affects brand equity in
term of Islamic tourism for the satisfaction of local tourist. In addition, reputation
significantly affects trust, intention significantly affects reputation, and intention
significantly affects trust regarding the impact of Islamic tourism on local tourist
satisfaction.
Originality/value – The originality of this research is the first research that
integrated the dimensions of brand equity (awareness, image, quality, value,
loyalty) mediated by trust, and reputation toward Islamic tourism intention at the
city of Padang.
