Muslim tourist perceived value on revisit intention to Bandung city with customer satisfaction as intervening variables

Purpose This study aims to investigate the influence of Muslim tourist perceived value (MTPV) on Muslim millennials’ intention to revisit Bandung (Indonesia) with customer satisfaction as an intervening variable. Design/methodology/approach Using quantitative methods, this study analyzed responses to a questionnaire distributed to 250 respondents from all over Indonesia. To test the hypothesis, the data were analyzed through Path Analysis using SPSS 24.I software. Findings The results suggest that MTPV has a significant effect on revisit intention to the city. This finding affirms that Islamic values and customer satisfaction are very important in encouraging millennial Muslims to revisit Bandung (Indonesia). Practical implications To increase Muslim millennials’ intention to revisit Bandung (Indonesia), tourist perceived value and satisfaction are central factors. The government's role is central in promoting halal tourism through various platforms, such as social media, seminars, workshops inter alia to increase MTPV and satisfaction rate toward the city. In addition, stakeholders in tourism sector should raise the awareness to support and encourage halal tourism through certifications of halal products and tourism services, and view halal tourism as a promising sector of tourism. Originality/value This study is the first to study the effects of Muslim tourists perceived value on revisit intention of millennial Muslims to Bandung (Indonesia) with customer satisfaction as an intervening variable. This study reveals the strengths and weaknesses of the perceived value of Muslim tourists in influencing millennial Muslims to revisit the city.