The purpose of this study is to examine the impact of Islamic tourism intention on local tourists.
This research used quantitative methods. Online questionnaires were distributed and collected from those who know about Islamic tourism, have visited Islamic tourism in Padang, West Sumatra, Indonesia, and people who have the intention to visit Padang City as an Islamic destination. A total of 405 valid responses were gathered using non-probability purposive sampling and snowball sampling methods.
The results show that reputation significantly affects brand equity in terms of Islamic tourism for the satisfaction of local tourist. In addition, reputation significantly affects trust, intention significantly affects reputation and intention significantly affects trust regarding the impact of Islamic tourism on local tourist satisfaction.
To the best of the authors’ knowledge, the originality of this research is that it is the first to integrate the dimensions of brand equity (awareness, image, quality, value and loyalty) mediated by trust and reputation towards Islamic tourism intention.
