Andriani Kusumawati

This study aims to evaluate the impact of virtual reality exposure on Instagram users’ decisions to visit physical locations and their perceptions of the destination. It also analyzes the mediating role of destination image on the phygical tourism intentions of Instagram users in Indonesia. This study employs a positivist paradigm and uses an explanatory research design to conduct an online survey about virtual reality experiences and outline respondents’ opinions about the decision to visit particular destination. Next, 280 millennial generation Instagram account followers responded to an online questionnaire; the data were analyzed using structural equation modeling. The criteria for respondents are Indonesian citizens who are Instagram followers and have virtual experience. Most respondents were between the ages of 23-32 years. The research findings indicate virtual reality positively and significantly affects destination image and offline visit decisions. Destination image has a positive and significant effect on offline visit decisions. Virtual reality encounters were incapable of substituting offline visits. The virtual reality encounter affects the perception of a destination and influences the decision to visit specific location in person. Destination images partially mediate the relationship between virtual reality experience and offline visit decisions. This study enhances the understanding of consumer behavior by examining its relationship with technological advancements, particularly among millennials. This paper also offers tangible contributions to tourism marketing management for destination managers.

Acknowledgments
This publication is partly funded by the Directorate General of Higher Education. The authors also acknowledge the financial support from the Directorate General of Higher Education through Brawijaya University.

Type of the article: Research Article

Abstract
The rapid growth of Muslim-friendly tourism has intensified competition among halal destinations, making effective digital communication and trust-building mechanisms increasingly important. User-Generated Content (UGC) and religiosity are considered important factors influencing Muslim tourists’ decision-making processes; however, empirical evidence on their combined effects remains limited. This study aims to examine the influence of UGC on travel decisions to Muslim-friendly tourism destinations, with tourists’ expectations as a mediating variable and religiosity as a moderating variable. This study employed a quantitative approach, utilizing primary data collected in between June and August 2025 through structured questionnaires administered to 400 Muslim tourists visiting Muslim-friendly destinations in East Java, Indonesia. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test direct, mediation, and moderation relationships. The results indicate that UGC has a positive and significant influence on tourists’ expectations and visit decisions. Tourist expectations also showed a significant positive influence on visit decisions and acted as a partial mediator in the relationship between UGC and visit decisions, confirming its central role in shaping travel behavior. Conversely, religiosity was found not to strengthen the relationship between tourist expectations and visit decisions, suggesting that highly religious tourists rely less on experiential expectations when making travel choices. These findings imply that halal destination managers should prioritize credible and emotionally engaging UGC strategies while considering varying levels of tourist religiosity. This study provides new empirical evidence by highlighting the moderating role of religiosity in Muslim-friendly tourism decision-making.

Acknowledgments
The authors would like to express their sincere gratitude to all parties who have supported this research, notably the Fundamental Research Grant Scheme funded by the Ministry of Higher Education, Science, and Technology; Universitas Brawijaya and Technology and the Centre for Higher Education Funding and Assessment (PPAPT) of the Ministry of Higher Education, Science, and Technology and the Indonesia Endowment Fund for Education Agency (LPDP).