Fostering digital advocacy: Psychological and experiential drivers of tourist e-WOM in halal tourism
Keywords:
Tourism communication, e-WOM, MHFEAbstract
The development of halal tourism in Indonesia shows a positive trend in line with the increasing interest of tourists in destinations that combine cultural values, spirituality, and halal culinary experiences. Borobudur Temple, as one of the Super Priority Tourist Destinations (DPSP), has been transformed into a Muslim-friendly destination. In this context, traveller behaviour in sharing travel experiences digitally has become an important aspect of destination communication strategies, especially through electronic Word of Mouth (e-WOM). This study aims to analyse the influence of Memorable Halal Food Experience (MHFE), Fear of Missing Out (FoMO), and Tourist Satisfaction (TS) on tourists' electronic Word of Mouth (e-WOM). The research approach used was quantitative, involving 270 respondents who were tourists in the Borobudur Temple area, Magelang. The sampling technique used purposive sampling, while the data analysis used multiple regression analysis using SmartPLS 4.0 software. The results showed that MHFE (β = 0.078; p = 0.245) had no significant effect, whereas TS (β = 0.342; p < 0.001) and FoMO (β = 0.313; p = 0.001) had a significant positive effect on e-WOM. These findings suggest a contextual normalization of halal food attributes, positioning them as expected standards rather than experiential triggers of digital advocacy. In contrast, the FoMO and TS variables were found to have a significant effect on e-WOM. This shows that the psychological drive not to be left behind in the traveller experience, as well as the level of traveller satisfaction with the destination, is the main determinant in the formation of recommendation-based digital communication.
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