Cultural Values as a Branding Logic: Structuring Halal Tourism Mechanism in West Sumatera
DOI:
https://doi.org/10.56294/saludcyt20252354Keywords:
Halal tourism, Minangkabau cultural values, authenticity, transformative experience, destination image, loyaltyAbstract
Introduction: this study investigates the role of Minangkabau Cultural Values (MCV) as a branding logic in the development of halal tourism in West Sumatra. It focuses on how these cultural values contribute to shaping destination image, tourism performance, and tourist loyalty.
Method: data were gathered from a survey of international Muslim tourists, and the relationships among cultural values, authenticity, experience, and loyalty were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Results: the findings indicate that MCV significantly enhance the perceived authenticity and people-centered experiences, which, in turn, have a substantial impact on both Halal Destination Image (HDI) and Halal-Friendly Destination Performance (HFDP). Tourist loyalty is primarily driven by HDI.
Conclusions: minangkabau cultural values serve as a strategic mechanism that strengthens the competitiveness of halal tourism by embedding authenticity and transformative experiences into destination branding.
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