The Impact of Digitalization and Service Quality on Muslim Tourist Satisfaction in Indonesia: A Mediation Analysis of Tourist Experience

Purpose: This study investigates the impact of digitalization and service quality on Muslim tourist satisfaction in halal tourism with a focus on the mediating role of tourist experience. This study aims to address gaps in the existing literature by exploring how digital tools and service quality, both directly and indirectly, influence satisfaction among Muslim tourists in Indonesia, a leading halal tourism destination. Design/methodology/approach: A quantitative research approach was employed, utilizing structured questionnaires distributed via Google Forms to Muslim tourists who visited halal tourism destinations in Jakarta's Jabodetabek area. The study used simple random sampling with a sample size of 85-170 respondents, determined by Hair's formula (number of indicators × 5-10). Data were collected over a two-month period and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. Findings: The study found that while digitalization does not directly impact Muslim tourist satisfaction, it sig-nificantly enhances tourist experience, which in turn positively affects satisfaction. Service quality was identified as a critical determinant of both satisfaction and experience. Tourist experience played a pivotal mediating role, bridging the gap between digitalization, service quality, and satisfaction. Research limitations/implications: This study is limited by its focus on Muslim tourists in the Jabodetabek area, which may not fully represent the broader Muslim tourist population. Additionally, reliance on self-reported data may have introduced bias. Originality/value: This study contributes to halal tourism literature by introducing tourist experience as a mediating variable, offering a nuanced understanding of how digitalization and service quality interact to influence satisfaction. These findings provide practical insights for tourism stakeholders aiming to enhance Muslim tourist satisfaction through improved service quality and digital integration.