Religiosity and Tourism Image on Tourist Loyalty: The Mediating Role of Satisfaction at the Great Mosque of Demak

Sita Aulia Nastiti; Saekhu; Mashilal

Authors

Sita Aulia Nastiti UIN Walisongo Semarang https://orcid.org/0009-0001-3990-8927
Saekhu UIN Walisongo Semarang https://orcid.org/0009-0006-2120-803X
Mashilal UIN Walisongo Semarang https://orcid.org/0009-0007-2815-2697

Keywords:

Halal Tourism, Loyalty, Tourist Satisfaction, Great Mosque of Demak

Abstract

Tourism is becoming one of the main factors in the development of Indonesia's economy, but empirical
research on the factors of tourist loyalty at spiritual historical sites such as the Great Mosque of Demak
is limited. This research aims to examine the influence of religiosity and perception of tourism on tourist
loyalty to revisit. The mediating variable is tourist satisfaction. The quantitative method was used, based
on a sample of 105 subjects selected by means of purposive sampling. Data analysis was based on the
methodology of PLS- SEM. The results reveal that religiosity and image of tourism have a significant
effect on tourist satisfaction, which in turn significantly affects loyalty to revisit. Interestingly, the
findings revealed that the direct effects of religiosity and tourism image on loyalty were small, which
proved that tourist satisfaction is a full mediator in both relationships. This outcome is the main
theoretical contribution of this study, showing that satisfaction is a key mechanism that transforms
spiritual motivations and positive perceptions about the destination into actual loyalty. The results of
the research indicate that the management of the Great Mosque of Demak should continue to improve
the image of the destination and the satisfaction of the visitors so as to foster loyalty for future visits.

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