Digital Transformation and Tourist Loyalty in Rural Halal Tourism: Evidence from Aceh, Indonesia

Siti Najma

doi:10.22373/share.0063

Authors

Siti Najma Universitas Islam Negeri Sultanah Nahrasiyah Author

DOI:

https://doi.org/10.22373/share.0063

Keywords:

Digital transformation, Rural halal tourism, Social media, Tourist satisfaction, Tourist loyalty

Abstract

Tourism development has increasingly shifted toward digital integration and experience-based services, including within the growing sector of rural halal tourism. In Aceh Province, Indonesia, the expansion of halal tourism reflects not only the region’s Islamic identity but also the increasing importance of digital platforms in shaping tourist experiences and destination competitiveness. This study examines the role of digital transformation in rural halal tourism, particularly the influence of social media, destination image, tourist satisfaction, and tourist loyalty. A quantitative approach was employed using survey data collected from 240 respondents who had visited rural halal tourism destinations in Aceh. Data were measured using a five-point Likert scale and analyzed through Structural Equation Modeling (SEM) with AMOS. The findings indicate that digital transformation, halal tourism, social media, and destination image significantly influence tourist satisfaction, with social media emerging as the strongest determinant. In relation to tourist loyalty, only social media and tourist satisfaction demonstrate direct significant effects, whereas digital transformation, halal tourism, and destination image affect loyalty indirectly through tourist satisfaction. The results highlight the important mediating role of tourist satisfaction in connecting tourism experiences with revisit intention and positive word-of-mouth behavior. This study contributes to the literature on halal tourism and digital tourism development by offering empirical evidence from rural halal destinations in Aceh and emphasizing the strategic importance of social media and tourist satisfaction in strengthening sustainable tourist loyalty.

ABSTRAK - Transformasi Digital dan Loyalitas Wisatawan pada Wisata Halal Pedesaan: Bukti dari Aceh, Indonesia. Perkembangan industri pariwisata semakin mengarah pada integrasi digital dan pengalaman wisata berbasis layanan, termasuk pada sektor wisata halal pedesaan yang terus berkembang. Di Provinsi Aceh, pengembangan wisata halal tidak hanya mencerminkan identitas keislaman daerah, tetapi juga menunjukkan pentingnya pemanfaatan teknologi digital dalam membentuk pengalaman wisatawan dan daya saing destinasi. Penelitian ini bertujuan menganalisis peran transformasi digital dalam wisata halal pedesaan di Aceh, khususnya pengaruh media sosial, citra destinasi, kepuasan wisatawan, dan loyalitas wisatawan. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 240 responden wisatawan yang pernah mengunjungi destinasi wisata halal pedesaan di Aceh. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan AMOS. Hasil penelitian menunjukkan bahwa transformasi digital, wisata halal, media sosial, dan citra destinasi berpengaruh signifikan terhadap kepuasan wisatawan, dengan media sosial menjadi faktor yang paling dominan. Dalam kaitannya dengan loyalitas wisatawan, hanya media sosial dan kepuasan wisatawan yang berpengaruh langsung secara signifikan, sedangkan transformasi digital, wisata halal, dan citra destinasi memengaruhi loyalitas secara tidak langsung melalui kepuasan wisatawan. Temuan ini menegaskan bahwa kepuasan wisatawan memiliki peran penting sebagai mediator yang menghubungkan pengalaman wisata dengan niat berkunjung kembali dan rekomendasi positif. Penelitian ini memberikan kontribusi empiris terhadap pengembangan literatur wisata halal dan pariwisata digital, khususnya dalam konteks destinasi wisata halal pedesaan di Aceh, serta menekankan pentingnya optimalisasi media sosial dan peningkatan kepuasan wisatawan dalam memperkuat loyalitas wisatawan secara berkelanjutan.

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