Examining The Factors That Influence Indonesia’s Halal Tourism Destination Brand Equity

Abstract

The aim of this research is to look at the impact of halal brand awareness, halal brand image, halal brand perceived quality, halal brand value, and halal brand satisfaction on destination brand equity (DBE) in the Indonesian tourism industry.  To conduct research on the halal brand equity and its antecedents, a structured questionnaire was devised. Purposive sampling was used to acquire data from 165 halal tourists who self-administered questionnaires. The study discovers a positive association between four brand equity antecedents, confirming a strong relationship between the image, value, perceived quality, and satisfaction of halal brand equity. However, the findings of this study demonstrated that brand awareness has no effect on DBE. This study highlighted the necessity for tourism stakeholders to collaborate in developing Indonesia as a halal-branded destination in order to improve the halal brand image in Indonesia.