THE IMPACT OF ISLAMIC TOURISM ON THE SATISFACTION OF LOCAL TOURISTS VISITING THE CITY OF PADANG

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.