A modeling of repurchase intention in Sharia hotels: An integrated model of price, location, religiosity, trust, and satisfaction

Abstract

In the tourism sector, there is a growing interest in Sharia Tourism or Halal Tourism, which appeals to Muslim travelers. The halal industry presents a promising business opportunity, especially in Indonesia, where the majority of the population is Muslim. As the country with the highest number of Muslims globally, Indonesia significantly contributes to halal tourism's growth. The prevalence of biased views toward hotels has encouraged industry stakeholders to innovate and adopt concepts that align with societal values and norms. This research focuses on identifying factors that influence customers' decisions to return to Sharia-compliant hotels. The study, which is quantitative in nature, involved distributing an online questionnaire to 247 participants who have stayed in Islamic hotels. It employs structural equation modeling (SEM) to analyze the data. Key variables include price, location, religiosity, and trust as independent factors, with satisfaction serving as a mediator. Findings indicate a positive correlation between the variables of price, location, religiosity, trust, and both satisfaction and the intention to repurchase. Satisfaction emerged as the most significant factor in encouraging customers to return, with trust playing a crucial role in enhancing satisfaction.