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Abstract
Purpose – This study examines the mediating role of destination image and destination trust in the relationship between Electronic Word-of-Mouth (e-WOM) and the intention to visit halal tourism destinations, specifically focusing on Bangka Belitung.
Methodology – This study employed a quantitative approach, collecting data from 292 respondents via an online survey. SEM was used to test the relationships among e-WOM, destination image, destination trust, and intention to visit. Validity and reliability tests, as well as goodness-of-fit measures, were applied to assess the model's robustness.
Findings – The results indicate that e-WOM significantly influences both destination trust and destination image. However, neither destination image nor destination trust directly affect the intention to visit, and e-WOM itself does not have a direct significant impact on the intention. These findings suggest that, while e-WOM fosters positive perceptions and trust, other factors are more critical in driving the halal tourism intention.
Implications – This study provides valuable insights for tourism stakeholders, particularly in halal tourism, by highlighting the importance of managing e-WOM to enhance trust and image. However, halal tourism providers must prioritize authenticity, cultural sensitivity, and visitor engagement to attract and retain tourists.
Originality – This study contributes to the literature by exploring the mediating effects of destination image and trust in halal tourism, challenging the assumption that positive perceptions are always translated into behavioral intentions. It expands the understanding of how e-WOM impacts tourist decision making within a specific cultural and religious context.
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Copyright (c) 2025 Dian Prihardini Wibawa, Yanto Yanto, Ariandi Zulkarnain
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References
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References
Abubakar, A. M., Ilkan, M., Al-Tal, R. M., & Eluwole, K. K. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 31, 220–227. https://doi.org/https://doi.org/10.1016/j.jhtm.2016.12.005
Aimon, H., & Zulvianti, N. (2023). Do sustainable tourism development, psychological safety, and halal friendly destination performance lead to tourist electronic word of mouth? The role of tourist satisfaction. International Journal of Sustainable Development & Planning, 18(4). https://doi.org/10.18280/ijsdp.180421
Aji, H. M., Muslichah, I., & Seftyono, C. (2021). The determinants of Muslim travellers’ intention to visit non-Islamic countries: A halal tourism implication. Journal of Islamic Marketing, 12(8), 1553–1576. https://doi.org/https://doi.org/10.1108/JIMA-03-2020-0075
Al-Ansi, A., & Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing & Management, 13, 51–60. https://doi.org/https://doi.org/10.1016/j.jdmm.2019.05.007
Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38–45. https://doi.org/https://doi.org/10.1016/j.jretconser.2010.09.003
Battour, M., Battor, M., & Bhatti, M. A. (2014). Islamic attributes of destination: Construct development and measurement validation, and their impact on tourist satisfaction. International Journal of Tourism Research, 16(6), 556–564. https://doi.org/https://doi.org/10.1002/jtr.1947
Bligh, M.C. (2017). Leadership and trust. In: Marques, J., Dhiman, S. (eds) Leadership today. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-31036-7_2
Boğan, E., & Sarıışık, M. (2019). Halal tourism: Conceptual and practical challenges. Journal of Islamic Marketing, 10(1), 87–96. https://doi.org/https://doi.org/10.1108/JIMA-06-2017-0066
Caruana, S., Schembri, C. (2016). The significance of electronic word-of-mouth (e-WOM) Content in the shaping of the visitor’s perception of quality and value. In: Katsoni, V., Stratigea, A. (eds) Tourism and culture in the age of innovation. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-27528-4_36
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12, 1–11. https://doi.org/10.1016/j.jdmm.2019.01.005
Chiu, W., Zeng, S., & Cheng, P. S.-T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: A case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223–234. https://doi.org/https://doi.org/10.1108/IJCTHR-07-2015-0080
Choirisa, S. F., Purnamaningsih, P., & Alexandra, Y. (2021). The effect of e-wom on destination image and attitude towards to the visit intention in Komodo National Park, Indonesia. Journal of Tourism Destination and Attraction, 9(1), 49–60. https://doi.org/https://doi.org/10.35814/tourism.v9i1.1876
Cook, K. S., Cheshire, C., Rice, E.R.W., Nakagawa, S. (2013). Social Exchange Theory. In: DeLamater, J., Ward, A. (eds) Handbook of Social Psychology. Handbooks of Sociology and Social Research. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-6772-0_3
Cooper, D. R., & Schindler, P. S. (2014). Business research methods. The McGraw - Hill Companies.
De la Hoz-Correa, A., Muñoz-Leiva, F., & Bakucz, M. (2018). Past themes and future trends in medical tourism research: A co-word analysis. Tourism Management, 65, 200–211. https://doi.org/10.1016/j.tourman.2017.10.001
Doosti, S., Jalilvand, M. R., Asadi, A., Khazaei Pool, J., & Mehrani Adl, P. (2016). Analyzing the influence of electronic word of mouth on visit intention: The mediating role of tourists’ attitude and city image. International Journal of Tourism Cities, 2(2), 137–148. https://doi.org/https://doi.org/10.1108/IJTC-12-2015-0031
Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/https://doi.org/10.1016/j.tourman.2014.08.003
Garcia-Haro, M. A., Martinez-Ruiz, M. P., Martinez-Cañas, R., & Ruiz-Palomino, P. (2021). Benefits of online sources of information in the tourism sector: The key role of motivation to co-create. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2051–2072. https://doi.org/https://doi.org/10.3390/jtaer16060115
González-Rodríguez, M. R., Martínez-Torres, R., & Toral, S. (2016). Post-visit and pre-visit tourist destination image through eWOM sentiment analysis and perceived helpfulness. International Journal of Contemporary Hospitality Management, 28(11), 2609–2627. https://doi.org/10.1108/IJCHM-02-2015-0057
Gosal, J., Andajani, E., & Rahayu, S. (2020). The effect of e-WOM on travel intention, travel decision, city image, and attitude to visit a tourism city. 17th International Symposium on Management (INSYMA 2020), 261–265. https://doi.org/10.2991/aebmr.k.200127.053
Hair Jr., J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, Prentice Hall.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/https://doi.org/10.1108/EBR-10-2013-0128
Hall, C. M., & Prayag, G. (2019). Emerging and future issues in halal hospitality and Islamic tourism. In The Routledge handbook of halal hospitality and Islamic tourism (pp. 339–346). Routledge.
Henderson, J. C. (2016). Halal food, certification and halal tourism: Insights from Malaysia and Singapore. Tourism Management Perspectives, 19, 160–164. https://doi.org/https://doi.org/10.1016/j.tmp.2015.12.006
Hidayatullah, S., Sutikno, S., Alvianna, S., & Rachmawati, I. K. (2021). The relationships between destination image, tourist interest in travelling and promotion: The case of Bedengan, Malang, Indonesia. Journal of Event, Tourism and Hospitality Studies, 1(1), 143–162. https://doi.org/10.32890/jeth2021.1.7
Hulland, J., Chow, Y. H., & Lam, S. (1996). Use of causal models in marketing research: A review. International Journal of Research in Marketing, 13(2), 181–197. https://doi.org/10.1016/0167-8116(96)00002-X
Ishak, S., Awang, A. H., Hussain, M. Y., Ramli, Z., Md Sum, S., Saad, S., & Abd Manaf, A. (2016). A study on the mediating role of halal perception: Determinants and consequence reflections. Journal of Islamic Marketing, 7(3), 288–302. https://doi.org/https://doi.org/10.1108/JIMA-02-2015-0010
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. Procedia Computer Science, 3, 42–46. https://doi.org/https://doi.org/10.1016/j.procs.2010.12.008
Jebbouri, A., Zhang, H., Imran, Z., Iqbal, J., & Bouchiba, N. (2022). Impact of destination image formation on tourist trust: Mediating role of tourist satisfaction. Frontiers in Psychology, 13, 845538. https://doi.org/https://doi.org/10.3389/fpsyg.2022.845538
Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. Annals of Tourism Research, 61, 28–44. https://doi.org/https://doi.org/10.1016/j.annals.2016.07.003
Li, J., Dai, G., Tang, J., & Chen, Y. (2020). Conceptualizing festival attractiveness and its impact on festival hosting destination loyalty: A mixed method approach. Sustainability, 12(8), 3082. https://doi.org/https://doi.org/10.3390/su12083082
Liu, Y.-C., Li, I.-J., Yen, S.-Y., & Sher, P. J. (2018). What makes Muslim friendly tourism? An empirical study on destination image, tourist attitude and travel intention. Advances in Management and Applied Economics, 8(5), 27–43. https://www.scienpress.com/Upload/AMAE%2fVol%208_5_3.pdf
Luong, T.-B., & Nguyen, D. T. A. (2024). Examining social media influence’s role in the TPB model for young Vietnamese visiting green hotels. Journal of Ecotourism, 1–23. http://dx.doi.org/10.1080/14724049.2024.2332272
Madi, J., Al Khasawneh, M., & Dandis, A. (2024). Visiting and revisiting destinations: Impact of augmented reality, content quality, perceived ease of use, perceived value and usefulness on E-WOM. International Journal of Quality & Reliability Management, 41(6), 1550–1571. https://doi.org/https://doi.org/10.1108/IJQRM-10-2023-0314
Mastercard and CrescentRating. (2023). Global Muslim Travel index report 2023. https://www.crescentrating.com/magazine/all/4122/mastercard-crescentrating-global-muslim-travel-index-2023
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