Travel Expectations and Experiences: Evaluating the Satisfaction of International Muslim Travelers in the Super Priority Destination of Mandalika, Lombok, Indonesia

The evolution of tourism has unveiled emerging trends and innovations driven by the dynamic shifts in market segments in response to the burgeoning global population. Religious tourism, particularly among Muslim travelers, has emerged as a noteworthy niche market. The global Muslim population constitutes approximately thirty percent of the world’s demographic, and this figure is projected to ascend further [1], the rapid proliferation of Muslims globally has prompted tourist destinations to continually refine their offerings to cater to this expanding market segment [2]. As the number of Muslim travelers visiting halal destinations escalates, the UNWTO approximates that between 300-330 million international tourists visit the world’s most significant religious sites annually, with a substantial quarter comprising Muslim visitors [3].

The burgeoning influx of Muslim tourists globally has spurred numerous nations to vie for their patronage by positioning halal tourism as a key cornerstone of their tourism offerings [4]. Global Halal Tourism is encapsulated by the Global Muslim Travel Index (GMTI), which delineates destinations accommodating Muslim travelers in both Muslim-majority and non-Islamic countries, including Singapore, South Africa, Thailand, the United Kingdom, Bosnia and Herzegovina, India, Germany, Australia, and Tanzania. Moreover, Muslim-majority countries such as Malaysia, the United Arab Emirates, Turkey, Indonesia, Saudi Arabia, Morocco, Jordan, Qatar, Tunisia, and Egypt are acknowledged as exceptionally supportive environments for Muslim tourists [5].

Muslim-majority countries engaging in halal tourism, such as Indonesia, are keen to attract a growing number of Muslim tourists. According to data from the Central Statistics Agency (Indonesian: Badan Pusat Statistik), Indonesia’s population reached 275.77 million in 2020, with the Muslim demographic projected to number approximately 240.62 million by 2023 [6]. Malaysia currently leads in foreign tourist arrivals for 2023, underscoring the potential for halal destinations to offer assurances to the Muslim tourist segment [7]. This potential is based on the premise that Muslims play a pivotal role in tourism destination selection [8]. While Islamic identity is integral to the concept of halal [9], halal tourism is not exclusively for Muslims; non-Muslim tourists may also engage with halal tourism products for various reasons [10]. Halal represents a lifestyle or ancillary service for Muslim travelers that adheres to Islamic tenets and principles in activities, products, and services [11]. Although the term “halal tourism” is widely recognized globally, it has been a subject of debate in recent years.

Future tourism is shaped by six principal drivers: political, economic, social, technological, demographic, and environmental [12]. Consequently, the proposition of halal destinations, while not novel within the tourism sector, continues to present a compelling subject for global tourism discourse [7]. As competition intensifies in service innovation, it becomes imperative to scrutinize and advance the integration of halal attributes within the tourism industry, incorporating developments that align with the principles of sustainable tourism [13]. Strategic considerations for tourism development include assessing Lombok’s potential to emerge as a premier halal tourism destination, addressing the specific requirements of the Muslim tourist market, and expediting Lombok’s designation as one of Indonesia’s super-priority destinations.

Given the preceding discussion, it is imperative to investigate expectations and travel experiences to assess Muslim visitor satisfaction at Lombok’s halal tourism destinations. This research aims to generate comprehensive profiles, behaviors, and needs of Muslim tourists, serving as a foundation for the development of halal tourism products that align with market demands [14]. The feasibility attributes have been adapted to the geographic and demographic constraints of the socio-religious context in Lombok’s Muslim community, which emphasizes the principle of silaturrahim (cordiality) [7, 11].

A significant challenge is the lack of data on Muslim tourist satisfaction regarding their expectations and travel experiences within Lombok’s halal tourism sector. The availability of such information is crucial for the strategic planning and development of halal tourism destinations in Lombok. Consequently, the research question centers on understanding the extent of satisfaction or dissatisfaction among Muslim tourists at these halal tourism destinations.

This research is of paramount significance and urgency, given the swift expansion of halal tourism globally, which necessitates that various destinations recalibrate to meet the exigencies of Muslim travelers. Nonetheless, there exists a lacuna in comprehending the degree to which the amenities and services at halal tourism destinations genuinely align with the expectations of Muslim travelers. The crux of this study is to address this fundamental issue by identifying the incongruence between Muslim travelers’ anticipations and their actual experiences at halal tourism sites. Gaining a nuanced understanding of the factors influencing Muslim traveler satisfaction is poised to make a substantial contribution to the advancement of more effective and sustainable halal tourism destinations.

Consequently, this study endeavors to examine the satisfaction levels of international Muslim tourists at halal tourism destinations in Lombok through the Holiday Satisfaction (HOLSAT) framework. The investigation scrutinizes the discrepancies between tourists’ expectations and their experiences across various destination attributes and discerns the factors that underpin their satisfaction or dissatisfaction. The resultant findings are anticipated to furnish actionable recommendations for halal tourism destination managers to augment the quality of services and facilities provided, thereby fostering the development of more inclusive and sustainable tourism practices.

The instrument utilized in this research was a questionnaire employing a 5-point Likert scale, covering 27 destination attributes. The questionnaire was meticulously crafted to gauge tourist satisfaction across multiple facets of the destination, including physical infrastructure, tour programs, travel packages, community engagement, and Islamic characteristics. Data collection was conducted by administering the questionnaire to tourists who had previously visited the destination. The acquired data underwent rigorous validity and reliability testing using SPSS version 24, before being analyzed through a paired sample t-test to assess statistically significant discrepancies between Muslim tourists’ expectations and their actual experiences (Table 1).

3.1 Validity test

The validity of the instrument in this study was evaluated using Pearson’s correlation test via SPSS version 24.

$r_{x y}=\frac{n \sum X Y-(\Sigma X)(\Sigma Y)}{\sqrt{\left.\left\{n \Sigma X^2-(\Sigma X)^2\right\}\{n \Sigma Y)^2-(\Sigma Y)^2\right\}}}$

where, rxy: Correlation Coefficient; x: Variable X; y: Total X values; n: Number of Respondents.

3.2 Reliability test

The reliability test employed Cronbach’s alpha and SPSS version 24 to measure the internal consistency of the instrument.

Table 2. Reliability test of expectation and experience instruments (n=30)

The Cronbach’s alpha values for the 27 questions assessing expectations and experiences were 0.352, as presented in Table 2 above. Although these values fall below the desired threshold, generally between 0.7 and 0.9 for high reliability, further investigation is needed to address this discrepancy. Adjustments in the measurement items or sampling could enhance reliability.

3.3 Paired samples T-test

A paired samples t-test was employed to compare the mean expectation with the mean experience for each attribute in the study, with a significance threshold set at < 0.05. The results enabled an evaluation of satisfaction or dissatisfaction by comparing these means [20] (Table 3).

Table 3. Paired samples T-test

The findings of this study underscore the profound implications of foreign Muslim tourists’ satisfaction levels at Lombok’s halal tourism destinations for the advancement of sustainable tourism. A salient discovery is the pronounced divergence between tourists’ expectations and their actual experiences concerning specific attributes at the destination. Discontent with particular facets, such as accessibility and environmental cleanliness, indicates that these aspects require attention to elevate the quality of the tourist experience. Enhancing these attributes will not only augment tourist satisfaction but also bolster efforts to conserve the environment—a fundamental component of sustainable tourism.

Furthermore, the study elucidates that physical and recreational attributes integral to halal tourism experiences exert a significant influence on tourist satisfaction. Key attributes, such as sufficient worship facilities, the availability of halal cuisine, and a broad array of Muslim-friendly activities, are pivotal in determining the success of halal tourism destinations. These findings imply that destination managers must ensure that the provided facilities and services not only adhere to halal standards but also deliver high-caliber recreational experiences. Consequently, halal tourism can be exemplified as a paradigm of sustainable tourism that caters to the specific needs of Muslim travelers while concurrently upholding environmental and cultural sustainability.

Moreover, the findings of this investigation underscore the pivotal role of local community engagement in the stewardship of halal tourism destinations. The elevated levels of tourist satisfaction with interactions involving the local populace signify that the community is instrumental in crafting authentic and gratifying tourism experiences. Augmenting the involvement of local communities in destination management will not only amplify tourist contentment but also bolster the social and economic viability of the local populace. Proactive community participation in sustainable tourism can foster employment opportunities, enhance well-being, and safeguard local cultural heritage.

Nevertheless, the study also uncovers that certain attributes of halal tourism destinations remain inadequate in fulfilling tourist expectations. Specifically, elements related to the distinctiveness of cultural programs and the curation of tourism activities have yet to meet the anticipations of Muslim tourists. This highlights a pressing need for innovation and refinement in the delivery of tourism programs that are captivating and congruent with the needs and expectations of tourists. Such innovation is essential to ensure that halal tourism destinations maintain their competitive edge in the global arena and continue to allure Muslim travelers, thereby advancing the goals of sustainable tourism.

Conversely, the dimension of environmental sustainability warrants increased focus on the stewardship of halal tourism destinations. The research findings elucidate that deficiencies in cleanliness and inadequacies in public amenities can undermine tourist satisfaction. Hence, destination managers must prioritize environmental stewardship initiatives, such as efficacious waste management systems, the establishment of eco-friendly facilities, and the promotion of environmental education for visitors. Such measures will foster the development of tourism that is not merely economically advantageous but also preserves ecological and natural heritage for forthcoming generations.

Ultimately, this research accentuates the necessity for a collaborative approach among government bodies, destination managers, and local communities to realize sustainable tourism in Lombok. Governmental support in the form of robust policy frameworks is essential, while destination managers should concentrate on augmenting the quality of halal tourism services and infrastructure. Concurrently, local communities must be actively engaged in all facets of destination management. Through cohesive collaboration among these stakeholders, halal tourism in Lombok can advance into a paradigm of sustainable tourism that harmonizes visitor expectations, environmental conservation, and the welfare of the local populace.