How Muslim-Friendly Tourism Attributes Shape Visit Intention in Nature-Based Destination: The Roles of Destination Image and Religiosity

Authors

  • Alfadhila Taufani Marketing Management, Telkom University, Indonesia
  • Bethani Suryawardani Marketing Management, Telkom University, Indonesia
  • Laksmi Saraswati Hadiansyah Marketing Management, Telkom University, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i5.7015

Keywords:

Muslim-Friendly Tourism Attributes, Destination Image, Muslim Visit Intention, Religiosity

Abstract

This study investigates whether tourism provisions aligned with Islamic principles shape Muslim travelers’ willingness to select a nature-based destination. Visitors’ overall perception of the place was positioned as a mediating mechanism, whereas personal religiosity was examined as a boundary condition. The investigation took place at Bantimurung Bulusaraung National Park in South Sulawesi, Indonesia, and involved Muslim travelers who had previously visited the site. Using an explanatory quantitative approach, survey responses were obtained from 235 participants selected through purposive criteria. SmartPLS 4 was used to estimate a partial least squares structural equation model. The empirical evidence reveals no significant direct pathway between Muslim-friendly tourism provisions and travelers’ future visitation willingness. However, faith-sensitive facilities and services improve visitors’ overall evaluation of the location, which subsequently increases their likelihood of choosing it. Indirect-effect testing shows that perceptions of the site connect Muslim-oriented attributes with travel willingness. Moreover, this relationship becomes stronger among individuals with higher religious commitment, confirming religiosity’s conditional role. Overall, Muslim travelers appear to respond less to the mere presence of Islamic-oriented facilities than to the favorable impressions generated through them. These findings extend Muslim-oriented tourism literature and offer destination administrators practical considerations for strengthening services, destination management, and public perceptions.

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Published

2026-07-21

How to Cite

Taufani, A., Suryawardani, B., & Hadiansyah, L. S. (2026). How Muslim-Friendly Tourism Attributes Shape Visit Intention in Nature-Based Destination: The Roles of Destination Image and Religiosity. Dinasti International Journal of Education Management and Social Science, 7(5), 4765–4778. https://doi.org/10.38035/dijemss.v7i5.7015

Issue

Vol. 7 No. 5 (2026): Dinasti International Journal of Education Management and Social Science (June - July 2026)

Section

Articles

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Copyright (c) 2026 Alfadhila Taufani, Bethani Suryawardani, Laksmi Saraswati Handiansyah

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