Digital Halal Literacy and Marketing Strategies with Government Support Toward Banda Neira Destination
Keywords:
Digital Halal Literacy, Digital Marketing Strategy, Destination Image, Destination Loyalty, Government SupportAbstract
This study investigates how digital halal literacy and digital marketing strategies influence destination image and destination loyalty, while also assessing the moderating role of government support in Banda Neira as a National Tourism Strategic Area. Using a quantitative research design, data were collected through structured questionnaires, yielding 197 valid responses. The analysis employed Structural Equation Modeling (SEM) with SmartPLS 3.0 to test direct, indirect, and moderating relationships, alongside comprehensive assessments of measurement and structural model validity and reliability. The findings reveal that both digital halal literacy and digital marketing strategy exert significant positive effects on destination image, which in turn serves as a strong predictor of destination loyalty. Destination image also operates as a pivotal mediating mechanism, whereas government support strengthens the relationship between destination image and loyalty, thereby contributing to the sustained competitiveness of halal tourism. These results highlight the importance of integrating digital halal literacy and digital marketing strategies to reinforce destination image and foster visitor loyalty. They further demonstrate that government support plays a critical role in improving competitiveness and promoting the long-term sustainability of halal tourism development. By combining digital halal literacy and digital marketing strategy within a single analytical framework, this study contributes to the halal tourism literature by clarifying the mediating role of destination image and the contingent effect of institutional support. It thus offers both theoretical enrichment and practical guidance for advancing competitiveness and sustainability in emerging halal tourism destinations.
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