Abstract:
It is commonly known that the tourist industry makes a substantial contribution to economic growth by giving locals employment opportunities and a variety of income streams. Researchers have undoubtedly given this field a lot of attention due to its importance. People are interested in visiting particular locations from all over the world. A person's visit intentions, which can be shaped by a variety of factors, determine whether or not they decide to visit a particular location. Our goal in this research is to create a visit intention model. This study aims to investigate how Muslims' intentions to visit holy sites are influenced by their perception of the destination, the reason for their travel, Islamic characteristics, emotional values, and functional values. To measure the latent variables, we have created a questionnaire with a variety of indicators. We have gathered data from Muslims to investigate empirically the association between latent variables and visit intentions, as well as the relationship between various indicators and latent variables. The partial least square structural equation model (PLS-SEM) has been utilized to analyze the sample consisting of 247 individuals. Five steps can be used to explain the highly intriguing empirically estimated results obtained using PLS-SEM. The loading factor result, for example, makes it evident that the majority of the indicators are highly accurate in gauging the perception of the location, the reason for the trip, religiosity, Islamic characteristics, emotional values, and functional values. Second, these latency variables are all highly accurate and consistent predictors of intended visits. Third, the loading factor's positive values show that there is a high positive correlation between these six variables and visit intentions. Fourth, f-square test values were utilized to determine whether to accept or reject the hypothesis. Based on the f-square test result, we conclude that the perception of the destination, the reason for the trip, religion, and functional values all have a strong, positive influence on the intention to visit.
