MUSLIM TOURIST PERCEIVED VALUE AS DETERMINING EXPERIENCE ON REVISIT INTENTION: THE ROLE OF HALAL FRIENDLY DESTINATION IN MALANG, INDONESIA

Purpose-This study aims to investigate the assessment carried out by the Global Muslim Tourist Index (GMTI) through the Muslim Tourist Perceived Value, its implications for the influence of tourist experience on tourist satisfaction as a driving force to grow tourist revisit intention in Malang Regency. Design/methodology/approach of this study used a quantitative survey approach to 259 respondents consisting of foreign and domestic Muslim tourists who have visited Malang Regency destinations in the last three years. The sampling technique is purposive sampling. The analytical technique used in this research is structural equation modeling-partial least square (SEM-PLS). The finding this study showed that Muslim Tourist Perceived Value, such as cognitive value had an insignificant effect on tourist experience. While affective value has a negative but not significant effect on tourist experience, only halal value has a significant influence on the Muslim Tourist Perceived Value construct. Meanwhile, tourist experience on satisfaction, tourist satisfaction on revisit intention and the role of mediating tourist experience and also tourist satisfaction showed positive and significant results. The implications of this research have been explained in the discussion. Based on the research findings, special attention is needed to maximize in terms of unique experience, accessibility as connectivity between destination areas, and also transport infrastructure carried out by local governments and destination managers. As an effort of the relevant government and destination managers to be able to attract domestic and even international Muslim tourists. For the exploration of tourist perceived value, this research is limited to the context of several destinations in the area that is the locus of research, thus it cannot be generalized to the context of all destinations in Indonesia. This study contributes to the discussion of the literature that explains halal tourism from a psychological perspective of tourists, which is devoted to discussing the value of halal in tourist destinations. In addition, it examines the readiness of destinations in Malang Regency to apply halal values as one of the leading destinations for Muslim tourist visits in Indonesia.