ANALYSIS OF VISITOR SATISFACTION WITH TOURISM DESTINATION MANAGEMENT IN IMPROVING HALAL AND SUSTAINABLE TOURISM DEVELOPMENT IN ACEH

Abstract

Tourism has a strategic role in driving economic growth, job creation, and sustainable development. Globally, halal and sustainable tourism is gaining more attention, with the projected number of Muslim tourists reaching 230 million by 2028 (GMTI, 2023). Aceh, as the "Porch of Mecca," has the unique potential to become a leading halal and sustainable destination. However, there is a gap between hope (das Sollen) and reality (das Sein), where tourists demand comfort, adherence to Islamic law, and environmental sustainability, while in reality there are still limited infrastructure, inconsistent service quality, suboptimal sustainability practices, and an Islamic image that has not been fully built. This condition gives rise to the formulation of the problem: "Do sustainability practices, Muslim-friendly attributes, service quality, and Islamic image have a significant effect on visitor satisfaction in Aceh?" This study used a quantitative approach with 362 respondents taken from a population of 3,769 tourists in four Aceh tourism regions (Banda Aceh, Sabang, Lhokseumawe, and Central Aceh). The data were analyzed by Structural Equation Modeling (SEM-AMOS 20) through Confirmatory Factor Analysis, reliability tests, and goodness-of-fit evaluation. The results of the study show that the four variables have a positive and significant effect on visitor satisfaction. Sustainability practices had the strongest influence (Estimate = 0.499, p < 0.001), followed by service quality (0.368), Muslim-friendly attributes (0.375), and Islamic destination image (0.110). These findings affirm the urgency for Aceh to integrate halal attributes with sustainable management to increase visitor satisfaction and strengthen competitiveness in the global halal tourism market.