ATTRACTIONS, E-WOM, AND GENDERED INSIGHTS INTO RELIGIOUS TOURISM INTEREST

Abstract

This study aims to analyse the influence of attraction quality and electronic word of mouth (e-WOM) on tourist interest in the context of mosque-based religious tourism in Indonesia, with gender as a moderating variable. This study took place in the tourist destination of Al-Imam Mosque, Majalengka, West Java, which is renowned for its distinctive historical value, architectural aesthetics, and rich religious activities.

The results showed that all indicators on the attraction variable and e-WOM obtained scores in the "High" to "Very High" category, which reflects the consistent positive perception of the respondents. Female respondents tended to rate higher on aesthetic aspects, cultural values, and spiritual experiences, while male respondents showed more equal variation in assessments across all dimensions. The integration of attraction quality and e-WOM has been proven to significantly contribute to forming interest in visiting, both on initial and subsequent visits. Gender-based analysis reveals differences in preferences that can be the basis for a more targeted marketing strategy.

Theoretically, this study expands the literature on religious tourism by combining the variables of attraction, e-WOM, and gender moderation in a single analytical framework. In practical terms, these findings offer recommendations for mosque destination managers to optimise promotional strategies by leveraging visuals, emotional narratives, and credible online information.