Tourist satisfaction toward halal tourism: the role of tourism governance and branding

PurposeThis study aims to examine the impact of halal tourism governance on halal tourist satisfaction by using halal tourism branding as a mediating role to increase tourist satisfaction.Design/methodology/approachData is obtained through a questionnaire completed by 400 tourists who have traveled to visit halal tourism destinations on Madurese Island. The collected research data is tested by using partial least squares structural equation modeling (PLS-SEM).FindingsThe study revealed that halal tourism governance has positive and significant impact on halal tourist satisfaction and halal tourism branding. The study also revealed that halal tourism branding has no positive and significant impact on halal tourist satisfaction because the community thinks that halal tourism branding is common and commonplace.Research limitations/implicationsThis research is on an Island-specific halal tourism destination, which means that the findings cannot be generalized to other geographical areas which have diverse cultures.Practical implicationsThe study provides insight into halal tourism and destination governance, which is important for marketers, the Ministry of Tourism and local tourism officials to support halal tourism.Originality/valueThis paper fills a gap by presenting the first comprehensive overview of halal tourism governance that enhances ongoing discussions in the halal tourism field.