The Influence Marketing Mix, Islamic Tourism and satisfaction to Visitor Loyalty: A Literature Review

Abstract

This research is motivated by one of the construction sector development goals in Indonesia is tourism sector. Besides that, according to Battaour and Ismail (2016) and Shafaei (2017) that halal tourism is an interesting topic in recent studies. This is more interesting when Indonesia as a Muslim-majority country. So Islamic tourism and with mix marketing strategy of tourism consisting of product, price, promotion, location, personal, process and physical evidence affect on improvement of visitor satisfaction and loyalty. This study aim to gather and analyze published articles regarding the Influence Marketing Mix, Islamic Tourism and satisfaction to Visitor Loyalty. The research design is a literature review. Articles published in the last ten years appearing in six different academically recognized journals of tourism have been reviewed in the present study. Based on the results of the review literature that Islamic’s tourism and marketing strategy is expected to increase visitor loyalty. Visitor loyalty can be measured with higher selling ticket, the bigger regional income. So Islamic’s tourism and marketing mix has a significant effect on visitor satisfaction and loyalty.