THE EFFECT OF PUSH & PULL FACTORS ON HALAL TOURISM ON THE MOTIVATION OF MALAYSIAN TOURIST TO INDONESIA USING RELIGIOSITY AS A MODELING VARIABLE

Abstract

Based on the inbound country in the last five years, Timor Leste is in the top position for tourists entering Indonesia. Meanwhile, Malaysia, the neighboring country with the largest number of Muslims, occupies the second position. This condition is not necessarily due to Indonesia's potential to attract Muslims as a Halal Tourism destination. Aligned with the condition, based on BPS data & the Ministry of Tourism, in 2019 there were more than 15 million tourists coming to Indonesia, 22% of whom were Muslims. This number is less than Muslim tourists who come to neighboring countries such as Singapore, Malaysia, Thailand and Turkey. Therefore, in this study will be examined regarding Motivation and Intentions to Travel, especially for prospective Malaysian tourists to Indonesia.

The independent variables in this study are Pull Factor Motivation (X1), Push Factor Motivation (X2) and Religiosity (X3). Religiosity (X3) is also a moderating variable in its effect on the motivation of Malaysian tourists to Indonesia. The dependent variable in this study is the Motivation of Malaysian Tourists (Y), which can be measured by various dimensions in the instrument of Indonesia as a tourist destination.

The research results show that the push and pull factor do not have a direct influence on the motivation of Malaysian tourists but has an indirect effect on religiosity as a moderate variable. The religiosity variable with indicators of religious beliefs, principles and activities directly influences the motivation of Malaysian tourists to Indonesia.

Based on the research result, religiosity influences the motivation of Malaysian tourists to come to Indonesia. For this reason, the Government needs to consider aspects of religiosity in the promotion strategy and services for foreign tourists, especially Malaysian tourists.