UMRAH TRAVEL FAIR PERFORMANCE: AN INTEGRATED MODEL OF EVENT MANAGEMENT DIMENSIONS AND MUSLIM CUSTOMER PERCEIVED VALUE (MCPV) AS A CRITICAL MEDIATOR. A CASE STUDY OF THE GARUDA UMRAH TRAVEL FAIR 2023–2025
Keywords:
Keywords: Event Performance, Event Management, Muslim Customer Perceived Value (MCPV), Religious Tourism, Garuda Umrah Travel FairAbstract
Abstract
The rapid growth of religious tourism in Indonesia, particularly the Umrah pilgrimage, has necessitated a shift in event management strategies to align with the unique needs of Muslim consumers. This study examines the performance of the Garuda Umrah Travel Fair (GUTF) 2023–2025 by analysing the influence of event planning, operation, and evaluation, with Muslim Customer Perceived Value (MCPV) acting as a mediating variable. Utilizing a quantitative methodology and Structural Equation Modelling (SEM-PLS), a survey was conducted on 259 exhibitors and stakeholders across three years’ event cycles. The findings indicate that while event operation and evaluation are significant performance drivers, event planning acts solely as a structural "hygiene factor" with no direct significant impact. Crucially, the study identifies an "evaluative scrutiny" paradox: higher perceived spiritual and functional values (MCPV) lead to more critical performance assessments by experienced stakeholders. This research contributes to Islamic event management theory by introducing the "Critical Amplifier" model of perceived value.
Keywords: Event Performance, Event Management, Muslim Customer Perceived Value (MCPV), Religious Tourism, Garuda Umrah Travel Fair.
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