Islamic destination to millennials in Bandung: Islamic attributes and destination image on tourist satisfaction with visiting decision as mediator

Purpose

The study aims to explore millennial tourist satisfaction in an Islamic tourism destination, which this research will clarify the relationship between Islamic attributes and destination image on visiting decisions and their influence on tourist satisfaction.

Design/methodology/approach

The quantitative research approach with exploratory by applying structural equation model techniques, which method of collection data by surveys. Purposive sampling was used to 400 Muslim millennials tourist who visit Islamic destination in Bandung, Indonesia. The questionnaire used in this study based on a review of previous studies.

Findings

The findings show that a destination’s Islamic attribute has substantial influence on destination image and millennials’ choice to visit the tourist site. Then Islamic attributes have positive influence on millennials’ willingness to visit Bandung as visitors. A strong identification with a location’s destination image has been demonstrated a positive impact on visiting destination. This research revealed that the visiting choice had a favorable and substantial influence on Islamic visitor satisfaction through visiting decision to Bandung.

Research limitations/implications

This research focuses on millennials tourist whoever visit Bandung tourist destination, the research findings may be limited in their generalizability. As a result, researchers are encouraged to explore the offered hypotheses further.

Practical implications

Islamic tourism business players who are targeting the millennial generation as their target market are urged to pay close attention the Islamic attributes and destination image, because according to the research results. These variables have an impact on visiting decisions and tourist satisfaction. Then the online travel agent should maintain the destination image by promoting the destination in offline and online media.

Social implications

The findings of this study are expected to enrich the literature on consumer behavior, especially in the tourism industry in the Tourism 4.0 era.

Originality/value

To the best authors’ knowledge, the research model is never been explore by other researchers in the field of Islamic tourism literatures. For further studies, the authors’ can modify this research by using different objects so that comparisons can be made and using other determinant factors that can affect the satisfaction of Muslim tourists.