The Role of Halal Tourism Promotion, Digital Marketing, and Islamic Corporate Governance in Achieving the Success of Hospitality Industry

This study aims to investigate the role of halal tourism promotion, digital marketing, and Islamic corporate governance in achieving the success of the hospitality industry. It was conducted based on a case study approach. The authors conducted an online survey involving 106 customers of a four-star hotel in Yogyakarta operated based on Islamic values. Three hypotheses were developed and tested using Structural Equation Modeling run by SmartPLS software. A Confirmatory Factor Analysis was used to determine the effect of halal tourism promotion, digital marketing, and Islamic corporate governance on the hotel's performance. The analysis results reveal that the hospitality industry's success was significantly affected by digital marketing and the implementation of Islamic corporate governance. Digital marketing positively affected consumers' perception of the hotel's performance. Similarly, the implementation of Islamic corporate governance also had a positive effect. Studies on the hospitality industry from an Islamic perspective, especially in Yogyakarta, are still lacking. This study contributes to the literature in the area by providing empirical evidence of the importance of digital marketing and Islamic corporate governance for the success of the hospitality industry