Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation

Abror, Abror et al. Article Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Abror, Abror et al. (2023) : Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 10, Iss. 2, pp. 1-21, https://doi.org/10.1080/23311975.2023.2247871 This Version is available at: https://hdl.handle.net/10419/294588 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Cogent Business & Management ISSN: (Print) (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation Abror Abror, Dina Patrisia, Yunita Engriani, Yunia Wardi, Rahmad Solling Hamid, Mukhamad Najib, Marhana Mohamed Anuar, Mohamed Battour & Ririn Tri Ratnasari To cite this article: Abror Abror, Dina Patrisia, Yunita Engriani, Yunia Wardi, Rahmad Solling Hamid, Mukhamad Najib, Marhana Mohamed Anuar, Mohamed Battour & Ririn Tri Ratnasari (2023) Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation, Cogent Business & Management, 10:2, 2247871, DOI: 10.1080/23311975.2023.2247871 To link to this article: https://doi.org/10.1080/23311975.2023.2247871 © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Published online: 20 Aug 2023. Submit your article to this journal Article views: 1788 View related articles View Crossmark data MANAGEMENT | RESEARCH ARTICLE Antecedents of Muslim tourist loyalty: The role of Islamic religiosity and tourist value co-creation Abror Abror 1 , Dina Patrisia 1 , Yunita Engriani 1 , Yunia Wardi 1 , Rahmad Solling Hamid 2 , Mukhamad Najib 3 , Marhana Mohamed Anuar 4 , Mohamed Battour 5 and Ririn Tri Ratnasari 6 * Abstract: This research investigates the antecedents of tourist loyalty in the Muslim-friendly tourism context. It examines the link between Islamic tourism destination attributes, service quality, customer engagement, value co-creation, and loyalty. It also highlights the moderating roles of Islamic religiosity. This study is survey research using a questionnaire to 450 Muslim tourists as the respondents. The data were collected using purposive sampling as the sampling method. After several preliminary tests, this study only used 375 usable responses in the analysis. It employed Structural Equation Model (SEM) with AMOS 24 as the software data analysis package. This study revealed that Islamic tourism destination attributes have significant impacts on service quality, customer engagement, and tourist loyalty. It found that service quality and tourist engagement are the antecedents of tourist value co-creation. Value co-creation also has a significant influence on tourist loyalty. Surprisingly, it also highlighted significant moderating impacts of religiosity. This research only focused on the Indonesian context; hence, the findings have limited generalization. Therefore, it may extend to other Muslim or non-Muslim Abror Abror ABOUT THE AUTHOR Marhana binti Mohamed Anuar is an associate professor of marketing at Universiti Malaysia Terengganu, Terengganu, Malaysia. She has been in the academic line since 2001. She received her PhD in Marketing from Universiti Sains Malaysia (USM), Master in Business Administration (MBA) degree from Middlesex University London and Bachelor of Science in Business Administration from Northern Arizona University.She has led several national grants and is member of prestigious academic associations such as British Academy of Management, Academy of Marketing Science, Academy for Global Business Advancement and Eurasian Business and Economics Society. She has published more than 40 articles in refereed journals and has presented papers at both local and international conferences.Her research interests are in the areas of cause-related marketing, social marketing and green marketing.She has been invited as a guest speaker for government bodies and serve as a reviewer for several conferences and journals. PUBLIC INTEREST STATEMENT This research investigates the antecedents of tourist loyalty in the Muslim-friendly tourism context. It examines the link between Islamic tourism destination attributes, service quality, customer engagement, value co-creation, and loyalty. It also highlights the moderating roles of Islamic religiosity. This study revealed that Islamic tourism destination attributes have significant impacts on service quality, customer engagement, and tourist loyalty. It found that service quality and tourist engagement are the antecedents of tourist value co-creation. Value co-creation also has a significant influence on tourist loyalty. It also highlighted significant moderating impacts of religiosity. Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 1 of 21 Received: 23 February 2023 Accepted: 10 August 2023 *Corresponding author: Ririn Tri Ratnasari, Faculty of Economics, Universitas Negeri Padang, Padang, Indonesia E-mail: [email protected] Reviewing editor: Santiago Gutierrez-Broncano, Business Administration, University of Castilla-La Mancha, Spain Additional information is available at the end of the article © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent. countries which concern with Muslim-friendly tourism. Tourist loyalty has several antecedents which are not addressed in this study. Thus, future studies may address other influence factors, such as tourist sociocultural and psychological factors which relate to tourist loyalty. Finally, the managers have to concern with the tourist religiosity in providing their products or services. Subjects: Marketing; Research Methods in Management; Hospitality; Tourism Keywords: Islamic tourism destination attributes; service quality; tourist engagement; religiosity; tourist value co-creation; tourist loyalty; responsible consumption 1. Introduction Halal tourism is Muslim-friendly tourism. There are no travel restrictions in Islam, as long as it follows Sharia. The purpose of traveling in Islam according to Ratnasari (2020), namely: to see and admire Allah’s creation, seek knowledge and experience, introduce Islam, strengthen brotherhood, entertainment. Tourist loyalty is a key point in managing tourism destinations (Leo et al., 2021). All tourism destinations will concern about the loyalty of tourists. Tourist destinations have to pay attention to the loyalty of tourists (Rahman et al., 2020). The management of tourist destinations will determine what factors will affect tourist loyalty. According to Patwardhan et al. (2020), tourist loyalty toward a destination has some indicators, such as willingness to revisit, recommend to others and stay for a longer period in the tourist destination. Tourist loyalty is influenced by several factors, e.g., tourist satisfaction, engagement, service quality, value co-creation, and also religiosity (Mohamed et al., 2020; Nadeem et al., 2021; Suhartanto et al., 2021; Wisker et al., 2020). Furthermore, one of the potential customers in tourism right now is Muslim tourists (Suhartanto et al., 2021). They have purchasing power and are concerned the Halal issues such as non-pork foods when they travel to tourist destinations. According to World Youth Student and Educational Travel Confederation (WYSETC), Halal attributes in tourism have become an emerging topic not only in Muslim countries but also in non-Muslim countries such as Singapore, Taiwan, Korea, and Japan. They attract Muslim tourists as their potential income from the tourism sector (Wysetc, 2017). They assert that Halal or Muslim-friendly tourism is one of the fastest-growing businesses recently. Battour et al. describe halal tourism or Muslim-friendly tourism as a tourism product or act that is halal according to Sharia law to serve the needs of Muslim tourists and achieve Muslim friendliness of a destination. Halal tourism meets the demands of Muslim tourists, which may differ from tourists who adhere to religions other than Islam (Battour et al., 2022). Muslim-friendly tourism refers to tourism that accommodates Muslim tourists’ needs based on their religious beliefs. The tourist destinations have to pay attention to some Islamic tourism destination attributes (ITDA) such as worship facilities (Battour et al., 2014). Moreover, the data shows that Muslim tourists have spent USD 220 billion annually and it will rise to USD 300 billion by 2026 (Wysetc, 2017). Indonesia has great potential for halal tourism and is an opportunity to be developed for tourist travel providers. They can target Muslim tourists by organizing halal tourism for example the availability of halal food and drinks, travel schedules tailored to prayer times and the convenience of praying at the local mosque, as well as the provision of tour Muslim tourguides (Ratnasari, 2020). Wreksono (2016) asserts that Indonesia has won 12 categories in the world Halal tourism award. It means that Indonesia has already known as one of the tourist destinations which is friendly to Muslim tourists. In addition, Indonesia has many attractive tourist destinations, including halal tourism, green tourism, culinary tourism, cultural tourism, marine tourism, and much more (Ratnasari et al., 2021). The number of tourists had plummeted during the COVID pandemic. Fortunately, the situation is going better right now. This opportunity is important for the tourism sector in Indonesia and arguably it will increase Indonesia’s national income. Therefore, it is a promising business. Covid affected the human behavior. Tourists will more aware with their health and Halal tourism is compatible with this Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 2 of 21 situation because it has special requirements such as foods. Foods should be cooked properly and it will reduce the risk of virus infected (Suhartanto et al., 2022). The government and tourist destination management has to create the best program to attract the tourists and make them satisfied and want to revisit or recommend the destination to others. This is a part of the loyalty program. Hence, tourist loyalty is a key to business success in the future. This study attempts to investigate the antecedents of tourist loyalty in the Muslim-friendly tourism context. The influenced factors of tourist loyalty are important in managing tourism business. Especially in Indonesia as a Muslim majority country, tourist loyalty is important for the income generating of the country. Based on the data from National Statistical Bureau (BPS), the contribution of tourism sector on Gross Domestic Product (GDP) in 2022 is 3.6% in 2021 (BPS, 2022). The Ministry of Tourism and Creative Economy (Kemenparekraf) in the Strategic Plan for 2020–2024 has planned to achieve the target of 4.3% contribution of Indonesian GDP. Therefore, tourist’s loyalty becomes an important factor in achieving that target. It also examines the link between, value co-creation and loyalty. Beside the loyalty, one important thing in developing tourism sector is the participation of the tourists in the tourism development. The tourist’s participation also calls as tourist value co-creation. Tourism sector needs the participation of tourist such as give comments or suggestions for a better service and when the management allows the tourists to participate in develop a better service, it might have an impact on the tourist’s loyalty too. Moreover, it also assesses the moderating roles of religiosity. Religiosity might have an impact on Muslim tourist in travelling to a destination (Eid & El-Gohary, 2015). However, research on religiosity especially in the tourism sector is still limited. Therefore, this study gives some insights into the theoretical development and also the decision-makers. This study has several useful theoretical contributions for academics and useful managerial implications for managers to develop Islamic tourism. The first theoretical contribution is it contributes to the tourism literature especially in the Muslim tourist context by examining the Islamic tourism destination attributes (ITDA)-loyalty relationship which has not been thoroughly examined in previous studies. The direct relationship between ITDA and loyalty is still limited in earlier studies (Suhartanto et al., 2021). Whilst, ITDA might have significant contribution to improve the tourist loyalty, especially in the Halal tourism context. There are many challenges to conduct research in this area. Particularly, existing research overlooks the effect of destination attributes on tourists’ perceptions of their trip experiences. Therefore, an opportunity to fill the gap is still open. Hence, this study examines how tourists perceive several destination attributes, their quality-of-service experience (QSE) and tourist loyalty. Moreover, the outcomes of the co-creation behaviors need to be examined too. Several studies indicated that consumer participation in co-creation can promote their loyalty), whereas other empirical studies reached inconclusive findings. This suggests that there may be certain preconditions between consumer co-creation behavior and their loyalty (Zhu et al., 2022). Third, it still exists the need to empirically investigate and validate the strength and directionality of relevant constructs that can serve as the antecedents or outcomes of consumer engagement. Some authors argue that value co-creation leads to engagement (Assiouras et al., 2019) and some authors highlighted engagement as an antecedent of value co-creation (Rather, 2021a). Therefore, this study supports the significant impact of tourist engagement on value co-creation. It also contributes to the debate on the link between tourist loyalty and value co-creation. Nadeem et al. (2021) assert that loyalty will lead to value co-creation, whilst, Cossío-Silva et al. (2016) argue that value co-creation is an antecedent of loyalty. Value co-creation might have a contribution in developing the tourist loyalty because they feel that they are invited to contribute and have a sense of belonging. It might increase their attachment to the tourist destination. Therefore, this study confirms that value cocreation is the influencing factor on tourist loyalty. Hence, it contributes to the relationship between customer value and loyalty theory. Lastly, it highlights the moderating roles of religiosity on the relationship between service quality, tourist engagement, and tourist value co-creation which are under-researched previously. This research also contributes to the managerial implications in handling tourist loyalty by paying more attention to some destination loyalty influence factors such as service quality, Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 3 of 21 Islamic tourism destination attributes (e.g., Islamic facilities), and tourist engagement. The management of tourist destinations may create a program to increase the perceived ITDA and service quality by improving the quality of facilities and also the competencies of the employees in serving Muslim tourists. Therefore, it will lead to the tourists’ loyalty. Furthermore, the management also needs to be concerned with the religiosity of the tourists when they deliver their service. 2. Literature review 2.1. Tourist loyalty According to Suhartanto et al. (2020), tourist loyalty is the emotional expression and behavioral action of the tourists related to products and services that they have received. One of the goals of service providers is to be able to create a strong relationship with customers and in the end will create loyal customers (Ratnasari et al., 2020). Some researchers have determined two types of loyalty including loyalty as attitude and loyalty as behavior (Ahn & Thomas, 2020; Hasan et al., 2020; Mohamed et al., 2020; Suhartanto et al., 2020). Attitudinal loyalty refers to the emotional expression of tourists toward the destination such as willingness to revisit or willingness to recommend to others. Behavioral loyalty is related to tourist behavior in doing revisit the destination (Leo et al., 2021). This is in line with Ratnasari et al. (2020) who state that tourists who already have knowledge or beliefs about cognitive images and affective images can become loyal by doing the behavior. Tourists behavior, among others, to visit again in the future, saying things positive, and recommending to others. This study focuses on attitudinal loyalty. Theories in consumer behavior such as the theory of reason action (RA) highlight that loyalty is a consequence of some factors (Yang et al., 2015). Some factors that have been identified as the influence factors of tourist loyalty are tourist satisfaction (Al-Ansi & Han, 2019), brand image (Hapsari et al., 2017), perceived value (Jeong & Kim, 2019), service quality (Dedeoğlu, 2019), emotional experience (Patwardhan et al., 2020) and complaint handling (Morgeson et al., 2020). The theory of loyalty is also related to tourism concepts. According to Han et al. (2017), loyalty has some indicators, such as willingness to recommend and spend more for it in the future. In handling tourist destinations such as Muslim-friendly destinations, tourist loyalty has an important role, especially to make sure the sustainability of the tourism destination. 2.2. Islamic Tourism Destination Attributes (ITDA) Halal tourism is an emerging topic in the tourism sector recently (Abror et al., 2021; Sofyan et al., 2021). Islamic tourism destination attributes (ITDA) in the Halal tourism context can be divided into four dimensions, including worship facilities, halalness, alcohol and gambling free, and Islamic morality (Battour et al., 2014; Yaakop et al., 2017) Wardi et al. (2018) have also highlighted four dimensions of Halal tourism attributes (i.e., Islamic facilities, halalness, general Islamic morality and alcohol and gambling free). These attributes will be considered by Muslim tourists when they want to visit a tourist destination. Worship facilities such as the availability of masjid and the facility for wudhu’ (ablution) are essential for the visitors. They are also concerned with the halalness of foods and drinks. General Islamic morality refers to the tourism destination’s concern about unethical or banned activities based on Islamic values such as no prostitution or sexual attraction in the tourist destination. Finally, alcohol and gambling free refers to banning alcohol and gambling in tourist destinations. Moreover, Dabphet (2021) has revealed relatively identic dimensions of halal tourism attributes, including halal food, hotel entertainment and facilities, halal food preparation, and halal-oriented recreation and service quality. The perception of Muslim tourists toward Muslim-friendly tourism attributes will relate to satisfaction, engagement, and loyalty (Al-Ansi & Han, 2019; Battour et al., 2020). Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 4 of 21 2.3. Islamic tourism destination attributes, service quality, tourist engagement, and tourist loyalty Islamic tourism destination attributes (ITDA) might relate to service quality. Service quality is an outcome or evaluation between expectation and perceived service or judgment about superiority of the service (Hapsari et al., 2017). Bhattacharya et al. (2023) have modified the measurement of service quality for hospitality and tourism context, but it still concerns with five dimensions from Parasuraman. While, Perramon et al. (2022) also research the service quality of the hotel. According to Battour et al. (2020), perception of Halal tourism products and services will lead to tourists’ perceived trip quality. Perception of Halal tourism products and services is related to ITDA. Moreover, Shafaei (2017) have also asserted that the involvement of the tourists with the destination will lead to their perceived destination brand quality. Tourists’ involvement with the Muslim-friendly destination closely relates to their perception of ITDA. Accordingly, when Muslim tourists have perceived a better ITDA, it will lead to their perception of the service quality. Therefore, it may be argued that ITDA relates to tourists’ perceived service quality. This study proposes a hypothesis that: H1: Islamic tourism destination attributes (ITDA) has a positive impact on service quality. Furthermore, ITDA also might relate to tourist engagement. Tourist engagement refers to the customer readiness in interact with or involve in an object or participate in a service experience (Nadeem et al., 2021; Yen et al., 2020). Abror et al. (2021) highlighted the link between Muslimfriendly tourism attributes, tourist engagement, and tourist satisfaction. They found that Muslimfriendly tourism has a significant impact on tourist engagement. Touni et al. (2019) examine the role of tourist brand experience toward tourist engagement. Tourists’ brand experience refers to the tourists’ experience when using a product or service. It relates to ITDA. Moreover (Ou et al., 2019), assert that service environment which relates to ITDA has a direct impact on tourist engagement. Accordingly, ITDA may have a relationship with tourist engagement. However, research on the ITDA-tourist engagement relationship remains limited previously (Abror et al., 2019; Ainin et al., 2020). Hence, this research posits a hypothesis that: H2: Islamic tourism destination attributes (ITDA) has a positive impact on tourist engagement. One of the Muslim tourist loyalty antecedents is the tourist halal experience (Suhartanto et al., 2021). Suhartanto et al. (2020) have investigated the link between Halal experience on Islamic tourism attributes and tourist loyalty through experience quality as a mediator. Halal experience relates to experience on ITDA. Shafaei (2017) argues that involvement is the antecedent of loyalty. Involvement relates to the tourist experience. Battour et al. (2020) have asserted that the perception of Halal tourism products and services has a significant impact on word of mouth (WOM). WOM is closely related to loyalty. Even though only limited studies have examined the direct impact of ITDA on loyalty, this study highlights that ITDA may have a direct relationship with tourist loyalty. Therefore, this study proposes the hypothesis that: H3: Islamic tourism destination attributes (ITDA) has a positive impact on tourist loyalty. 2.4. Service quality, tourist engagement, and value co-creation Some of the important things that destination marketers must pay attention to are the quality of service that leads to the attachment and relationship of tourists with Muslim-friendly destination service providers (Ratnasari et al., 2020). According to Lee et al. (2019), channel-integrated quality significantly leads to tourist engagement. Hapsari et al. (2017) argue that service quality affected tourist engagement through perceived value as a mediator. Lee et al. (2019) also highlight that service quality relates to tourist engagement. When the tourists perceived better quality of service from the tourist destination, it will affect their willingness to engage with the destination. Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 5 of 21 Therefore, this study argues that quality of service is an influential factor in tourist engagement. Thus, it proposes a hypothesis that: H4: Tourist service quality has a positive impact on tourist engagement. Tuan et al. (2019) highlighted the significant impact of service performance on tourist value cocreation. They investigated this relationship in the context of business-to-business products. AlAnsi and Han (2019) argued that destination performance relates to service quality. Lin et al. (2017) examined the role of residents’ perceived impact on value co-creation in the tourism sector. They argued that when people perceived the positive impact of tourism activities, they will value co-creation. Hence, perceived service quality may have an impact on the tourist’s willingness to do value co-creation. Therefore, this study proposes a hypothesis that: H5: Tourist service quality has a positive impact on tourist value co-creation. According to Rather (2021a), tourist engagement will lead to their value co-creation in the pandemic COVID-19 situation. Value co-creation refers to joint efforts between company and customer to create a better value and experience in using a product or service (Liu & Jo, 2020). Moreover, Nadeem et al. (2021) asserted that tourist engagement will lead to tourist value cocreation through satisfaction as a mediator. Yen et al. (2020) highlight the mediating role of tourist engagement in the relationship between innovativeness and tourist value co-creation. On the other hand, Assiouras et al. (2019) have asserted that value co-creation is an antecedent of tourist engagement. Therefore, the debate on this relationship is still open. The researchers argued that tourist engagement is a more plausible antecedent of value co-creation. When the tourists are highly engaged with the tourist destination, they possibly do the co-creation activities. Thus, this study hypothesizes that: H6: Tourist engagement has a positive impact on tourist value co-creation. 2.5. Tourist engagement, value co-creation, and tourist loyalty Tourist engagement may have a relationship with tourist loyalty. The tourist loyalty concept relates to other theories such as social exchange theory (Zaman & Aktan, 2021) and customer value theory (Gursoy et al., 2017). Social exchange theory refers to the norm of reciprocity between provider and client (Soares & Mosquera, 2019). Engagement is one implementation of social exchange theory where the customers will engage with the product or company when they received good value from the company. Engagement may lead to behavior in the future such as repurchase intention. According to Nadeem et al. (2021), tourist engagement will significantly influence tourist loyalty to brands on social networking sites. Harrigan et al. (2017) also found that tourist engagement is an influencing factor of behavior intention to loyalty. Ahn and Back (2018) also argued that tourist engagement will lead to behavioral intentions such as loyalty. When the tourists are already engaged with the tourist destination, it will lead to their loyalty toward the destination. For example, they will recommend the destination to other people or plan to revisit it in the future. Therefore, tourist loyalty is potentially affected by tourist engagement. This study proposes a hypothesis that: H7: Tourist engagement has a positive impact on tourist loyalty Tourist value co-creation also has a relationship with tourist loyalty. According to Meng and Cui (2020), tourist value co-creation is a significant antecedent of tourist revisit intention in the tourism sector. On the other hand, Nadeem et al. (2021) assert that brand loyalty is an antecedent of tourist value co-creation. Accordingly, value co-creation may lead to tourist loyalty and vice Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 6 of 21 versa tourist loyalty is a potential influence factor of tourist value co-creation. Moreover, Cossío-Silva et al. (2016) have asserted that value co-creation will lead to tourist loyalty. According to customer value concept, value co-creation will affect customer loyalty toward a product (Tzavlopoulos et al., 2019). Therefore, debate on this relationship is still open. This study argues that value co-creation is more possible to be the influence factor of tourist loyalty. Thus, from the above discussion, this study hypothesizes that: H8: Tourist value co-creation has a positive impact on tourist loyalty. 2.6. Service quality, tourist engagement, religiosity, and value co-creation Religiosity is the value and attitude of people in conducting activities that relate to their religious beliefs (Abror et al., 2021; Rahayu et al., 2020; Zamani-Farahani & Musa, 2012). Based on the teachings of Islam, a Muslim must prioritize needs over wants. Islam also regulates spending his wealth, such as not being extravagant or stingy, not excessive, and do not forget to maintain a balance between the fulfillment of worldly needs and hereafter. Thus, based on the principles and ethics of consumption and expenditure of assets in Islam, it is hoped that the higher the level of religious knowledge, the more likely it is A Muslim consumer will adjust his attitude and behavior by obeying the teachings of God (Ratnasari et al., 2022). Religiosity relates to service quality (Abror et al., 2022; Khan et al., 2020; Zamani-Farahani & Musa, 2012). Furthermore, religiosity also relates to loyalty (Rahayu et al., 2020; Suhartanto et al., 2020). Meanwhile, tourist value co-creation relates to tourist loyalty. Religiosity might moderate the relationship between service quality and value co-creation. Tourists with high religiosity will have different standards of service quality because they have knowledge and attitude toward a tourism based on their religious beliefs. Therefore, it might strengthen or weaken this relationship. Even though none of the previous studies has yet directly addressed this moderating effect, this study proposes a hypothesis that: H9: Religiosity moderates the service quality-value co-creation relationship. Religion and religiosity have an impact on consumer behavior because now there is an increasing trend when people start to see that the key to the success of a business is when it touches the spiritual aspect. Customers with high religiosity will prefer high-quality products and customers who have a high level of religiosity will form different characteristics and shopping behavior (Ratnasari et al., 2020). Religiosity can be a moderator between the quality of e-service and e-trust, rather than having a relationship directly with commitment or trust. Referring to previous research, this study also uses the religiosity variable as a moderator. Religiosity might also relate to tourist engagement (Abror et al., 2021). People with high religiosity might have a strong engagement with a product or service which is suitable for their religiosity. Whilst, engagement relates to value co-creation (Liu & Jo, 2020). The relationship between tourist engagement and tourist value co-creation is possibly affected by tourist religiosity. When the tourists’ religiosity supports their engagement, it might have an impact on their value co-creation behavior. Hence, religiosity may strengthen or weaken the relationship between tourist engagement and tourist value co-creation. This study proposes a hypothesis that: H10: Religiosity moderates the tourist engagement-value co-creation relationship. 3. Method 3.1. Population, sample sampling method, and data collection procedures The population of this study was all Muslim tourists who have visited tourist destinations in West Sumatra. West Sumatra has been chosen as the study site because it is one of the favorite Halal tourism destinations and one of the best Halal tourism destinations according to the Global Muslim Travel Index (GMTI) 2019 from Mastercard-Crescent Rating Agency (Fardah, 2019). This data Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 7 of 21 Destination Attributes (ITDA). This finding supports some prior study’s findings such as Abror et al. (2021) and Touni et al. (2019). When the tourists perceived a higher value of ITDA, they will be more engaged with the tourism destination. Muslim tourists will have better Muslim-friendly tourism attribute standards; therefore, it is said that tourists will perceive Muslim-friendly tourism attributes, which will have an impact on tourist involvement (Abror et al., 2021) The results of hypothesis testing show that Islamic Tourism Destination Attributes (ITDA) have a significant and positive effect on tourist loyalty (H3). This conclusion is based on the value of C.R. 2.74 ≥ 1.96. This means that tourist loyalty can be improved through Islamic Tourism Destination Attributes (ITDA). This finding supports research finding from Suhartanto et al. (2021) that asserted Halal experience will lead to tourist loyalty through experience quality as the mediator. Although no study has addressed the direct ITDA-tourist loyalty link yet, this study has highlighted TOURIST ENGAGEMENT TOURIST VALUE CO-CREATION TOURIST LOYALTY SERVQUAL ISLAMIC TOURISM DESTINATION ATTRIBUTES 0.14*** 0.61*** 0.13*** 0.61*** 0.18*** 0.14*** 0.30*** -0.12** 0.63*** 0.33*** RELIGIOSITY Figure 1. Conceptual model of the study. Note: *** p < 0.01; ** p < 0.0 1 1.5 2 2.5 3 3.5 4 4.5 5 Low ENGAGE High ENGAGE Low RELIGIOSITY High RELIGIOSITY Figure 2. Interaction effect between tourist engagement, value co-creation and religiosity. Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 14 of 21 a significant relationship between ITDA and tourist loyalty. When the tourists have got better experiences with the ITDA, they will be more loyal to the tourist destination in the future and would recommend the destination to other people. The results of hypothesis testing show that tourist service quality have a significant and positive effect on tourist engagement (H4). This conclusion is based on the value of C.R. 5.54 ≥ 1.96. This means that tourist engagement can be improved through tourist service quality. This finding supports the finding of Hapsari et al. (2017) who assert that quality of service will directly affect tourist engagement. When the tourists have perceived good service quality, they will engage with the tourist destination. In the hospitality sector, employee engagement has been shown to have a significant positive effect on service quality. Employees who immerse themselves in a pleasant work atmosphere will provide better service quality (Wang & Tseng, 2019). So, when applied to Muslim tourists, if tourists feel a pleasant atmosphere and good service, they will have involvement with the destination. The results of hypothesis testing show that tourist service quality have a significant and positive effect on value co-creation (H5). This conclusion is based on the value of C.R. 4.18 ≥ 1.96. This means that value co-creation can be improved through tourist service quality. It is consistent with Tuan et al. (2019) who found a significant impact of perceived service performance on tourist value co-creation. Accordingly, when the tourists have perceived good service quality, presumably, they want to help the tourist destination management in creating more value of the services such as giving a fruitful comment to increase the quality of tourism destination services. This study also highlights a significant impact of tourist engagement on tourist value co-creation (H6). This conclusion is based on the value of C.R. 14.61 ≥ 1.96. This means that value co-creation can be improved through tourist engagement. This finding is similar to Rather (2021a) who highlights a significant impact of tourist engagement on value co-creation. However, this finding contradicts Assiouras et al. (2019) who assert that value co-creation is an antecedent of tourist engagement. Accordingly, this study has contributed to explaining the direction between tourist engagement and value co-creation. Therefore, when a tourist has engaged with the tourist destination, he/she has a high possibility to do value co-creation such as give his/her opinion to increase the quality of tourist destination services. This study pointed out that tourist engagement is a significant and positive effect on tourist loyalty (H7). This conclusion is based on the value of C.R. 2.84 ≥ 1.96. This means that tourist loyalty can be 1 1.5 2 2.5 3 3.5 4 4.5 5 Low SERVQUAL High SERVQUAL Low RELIGIOSITY High RELIGIOSITY Figure 3. Interaction effect between service quality, value co-creation and religiosity. Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 15 of 21 improved through tourist engagement. It is consistent with previous studies’ findings (Abror et al., 2019; Ahn & Back, 2018). Tourists who have high engagement with the tourist destination will have better loyalty. Accordingly, they will recommend or revisit the tourist destination in the future. Tourists are considered highly engaged if they try to participate in activities that bring them into relationships or cause them to interact (So et al., 2014). Highly engaged tourists also tend to be more loyal to the destination and thus more likely to revisit it (So et al., 2016). Rasoolimanesh et al. (2021) compared the influence of enthusiasm, attention, absorption, interaction, and identification as dimensions of tourist attachment to loyalty. The results show that attention as an engagement dimension indicates tourists are highly focused and concentrating on their goals. Therefore, it is important to attract and maintain the attention of tourists on a regular basis to generate loyalty. The level of enthusiasm and high absorption can generate a level of tourist loyalty. Moreover, this study also highlighted a significant relationship between value co-creation and tourist loyalty (H8). This conclusion is based on the value of C.R. 13.19 ≥ 1.96. This means that tourist loyalty can be improved through value co-creation. It is similar to Meng and Cui (2020) who found that value cocreation leads to tourist revisit intention which is closely related to tourist loyalty. However, this finding is contrary to Nadeem et al. (2021) who found that loyalty is an antecedent of value co-creation. Therefore, this finding has contributed to explaining the relationship between value co-creation and tourist loyalty. This study has examined the moderating role of religiosity. It was found that religiosity has no moderating effect on the relationship between service quality and co-creation value (H9). This conclusion is based on the value of C.R. −2.30 ≤ 1.96. Services often create memorable experiences and events for customers (Korkman, 2006). An improved customer experience can increase their satisfaction and engagement and thereby encourage the creation of shared value between service companies and consumers (Johnston & Kong, 2011; Naumann et al., 2017). However, service quality can also have a negative effect. Claffey and Brady suggest that negative emotions stemming from bad experiences during service may have a negative effect on participation in valuecreation activities. Religiosity may have a relationship with halal tourism. Based on El-Gohary (2016), halal tourism, or Muslim-friendly tourism, has several main requirements, and not all Muslims have the same understanding of these requirements. It will depend on their compliance with Islamic rules. Religiosity is a decision factor (Heiman et al., 2019). Thus, this study examines the mediating role of religiosity and gets the result that religiosity has no moderating effect on the relationship between service quality and co-creation value. That means, even though tourists comply with Islamic rules, if they have a bad experience during the service, it will have a negative effect on their participation in value-creation activities. This research also found a significant moderating effect of religiosity in strengthening the relationship between tourist engagement and value co-creation (H10). This conclusion is based on the value of C.R. 14.61 ≥ 1.96. This finding has expanded previous studies such as Suhartanto et al. (2020) who investigated the link between religiosity and tourist loyalty. This study highlights the moderating role of religiosity in strengthening the tourist engagement-value co-creation relationship. Therefore, tourists with higher religiosity will have a stronger perception of the link between their engagement and their willingness to do value co-creation activities. 6. Conclusion This study has found antecedents of tourist loyalty and revealed a relationship between Muslimfriendly tourism, service quality, tourist engagement, shared value creation, and destination loyalty. In addition, it also highlights the moderating effect of religiosity on tourist engagement, service quality, and tourist loyalty relationships. The results showed that all the relationships between variables had a significant impact, so all hypotheses were accepted. In addition, it also confirms the theoretical contributions as well as managerial implications. The following are theoretical contributions, managerial implications, and research limitations: Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 16 of 21 6.1. Theoretical contributions Overall, this study contributes to theoretical development as well as to practical implications. For the theoretical contributions, this study firstly contributes to explaining the antecedent of tourist loyalty for Halal tourism or Muslim-friendly tourism context. As far as the authors’ knowledge, this relationship between ITDA and loyalty is still neglected in the previous studies (Suhartanto et al., 2021). Secondly, this study has contributed to explaining the direction of the link between tourist engagement and value co-creation which was still in debate previously (Assiouras et al., 2019; Rather, 2021a). Whilst, engagement is important to develop a willingness of the customer to be involved or contribute to the value creation of the product. This study supports the previous researchers who argue that engagement is an antecedent of value co-creation (Nadeem et al., 2021). Thirdly, this study has contributed to the debate on the relationship between tourist loyalty and tourist value cocreation (Cossío-Silva et al., 2016; Nadeem et al., 2021). It supports the previous findings that value co-creation has a significant impact on tourist destination loyalty. Finally, this study also contributes to revealing the roles of religiosity as a moderation variable in the service quality, tourist engagement, and value co-creation relationships which are neglected previously (Suhartanto et al., 2020). Religiosity will weaken the relationship between service quality and value co-creation. However, it will strengthen the relationship between tourist engagement and value co-creation. 6.2. Managerial implications This study also reveals some managerial implications. First, this study found that ITDA leads to tourist destination loyalty. Therefore, the management of tourist destinations has provided better ITDA such as high-quality Islamic facilities, Halalness of food and kitchen, and also the prohibition of alcohol and gambling in the tourist destination (Dabphet, 2021). For example, the management should provide prayer mat and qiblah direction in the hotel room, toilet and kitchen with no pork food product etc. Second, the findings are also important to the decision-makers such as local government. The findings might become an input to provide a better Halal or Muslim-friendly tourism product and services. The government should provide a clear rule for Halal friendly tourism and make sure that all facilities and activities have followed the Islamic law. Therefore, this action will affect the number of Muslim tourists who want to visit. Second, when the management of tourist destinations wants to increase the willingness of tourists to be involved in value co-creation programs, they have to pay attention to tourist engagement by providing some programs that allow the tourist to participate in delivering the services 6.3. Limitations and future research Furthermore, this study also faces some limitations. First, this is a cross-sectional study. The crosssectional study has a limitation for generalization of the results because it is only one snapshot of study. Therefore, it will need a more generalizable type of study such as longitudinal research which is conducted in several times and it will provide a consistency or inconsistency in the study time frame. Second, this study only focused on the Indonesian context. It might not be generalized to other countries because of the culture differentiation. For future research, it might be expanded to other Muslim-majority countries such as Malaysia and Middle East countries. Hence, it might have a more comprehensive result for generalization. Finally, some other factors such as perceived risk, customer self-efficacy, and psychological safety in visiting the tourist destination might also influence tourist loyalty (Sofyan et al., 2021). These factors are still missing in this study. Hence, future research might address these variables and it will give a more comprehensive results and a better picture of the antecedents of tourist loyalty. Acknowledgments The authors would like to thank Lembaga Penelitian dan Pengabdian Masyarakat Universitas Negeri Padang for funding this work with a contract number: 771/UN35.13/LT/2021. Funding The work was supported by the Lembaga Penelitian dan Pengabdian Masyarakat Universitas Negeri Padang [771/ UN35.13/LT/2021]. Author details Abror Abror 1 Dina Patrisia 1 Yunita Engriani 1 Yunia Wardi 1 Rahmad Solling Hamid 2 Mukhamad Najib 3 Marhana Mohamed Anuar 4 Mohamed Battour 5 Abror et al., Cogent Business & Management (2023), 10: 2247871 https://doi.org/10.1080/23311975.2023.2247871 Page 17 of 21 Ririn Tri Ratnasari 6 E-mail: [email protected] 1 Faculty of Economics, Universitas Negeri Padang, Padang, Indonesia. 2 Department of Management, Universitas Muhammadiyah Palopo, Palopo, Indonesia. 3 Department of Management, IPB University, Bogor, Indonesia. 4 Faculty of Business, Economics and Social Development, Universiti Malaysia Trengganu, Kuala Terengganu, Malaysia. 5 College of Business Administration, A’sharqiyah University, Ibra, Oman. 6 Center for Halal Industry and Digitalization, Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia. Disclosure statement No potential conflict of interest was reported by the author(s). 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