Exploring the Equilibrium of Halal Tourism Market: An Importance Performance Analysis (IPA) Study
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Autores: Busaini Busaini
, Diswandi Diswandi, Siti Hamdiah Rojabi, Mahmudah Budiatiningsih
- Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 6, 2023 (Ejemplar dedicado a: Continuous publication; e01278)
- Idioma: inglés
- Enlaces
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Resumen
Purpose: This study aims to investigate the equilibrium between demand and supply of halal tourism products in Lombok, Indonesia. This study utilized 34 halal tourism parameters from the Global Muslim Travel Index (2019).
Theoretical framework: This study uses two types of analyses: quadrant analysis and gap analysis. The quadrant analysis aims to determine tourists' response to different attributes, which are categorized based on the level of satisfaction and performance.
Design/methodology/approach: This research is a descriptive study conducted to analyze the priorities of the development of halal tourism in Lombok Island. The data used in this study are primary data obtained through a survey of 200 tourists in Lombok, selected using simple random sampling technique.
Findings: The results showed that there is an imbalance in the equilibrium of the halal tourism market, where the demand for some halal tourism indicators is higher than the existing supply. Thus, there is a need to improve some halal facilities to meet the demand.
Research, Practical & Social implications: This study adapted the Importance Performance Analysis (IPA) to explain the equilibrium of halal tourism demand and supply in the halal tourism industry in Lombok, Indonesia.
Originality/value: the study's analysis indicated the need for tourism businesses and related stakeholders in Lombok to focus on improving and offering halal tourism indicators that are important to tourists, such as worship amenities, gender separation in public facilities, and the availability of halal cuisine.
