Exploring the Impact of Authenticity, Tourist Experience, and Destination Image on Loyalty in the Context of Halal Tourism

Abstract

This study aims to examine the influence of authenticity, experience, and image on destination loyalty in the context of halal tourism, using the Great Mosque of Central Java (MAJT) in Semarang as the research site. A quantitative approach was employed with primary data collected from domestic and international tourists visiting the mosque. The sampling technique used was probability sampling with a simple random sampling method. Hypothesis testing was conducted using SPSS statistical software. The results show that all three independent variables authenticity, experience, and image have a positive and significant effect on destination loyalty. Authenticity enhances loyalty through perceived originality and cultural uniqueness that strengthen emotional attachment. Experience contributes via emotional engagement, accessibility, and service quality during the visit. Meanwhile, image influences loyalty through visual impressions, spiritual comfort, and a positive overall perception. These findings support the Service-Dominant Logic framework, emphasizing value co-creation between service providers and beneficiaries. The implications of this study highlight the importance of managing authenticity, delivering meaningful experiences, and reinforcing destination image to build visitor loyalty, particularly within Indonesia’s halal tourism industry.