The Influence of Religious Tourism Attractions on Visitors' Perceptions of Graha Maria Annai Velangkanni Medan: PLS-SEM Analysis

Abstract

This study aims to understand visitor perceptions of the religious tourism attractions at Graha Maria Annai Velangkanni, Medan, which include physical aspects such as architecture, cleanliness, comfort, as well as non-physical aspects such as religious values ​​and spiritual atmosphere. A quantitative approach was used with data collection through a Likert scale questionnaire, non-participant observation, and documentation of a visitor population of approximately 1,000 people per month, with a sample determined by the Cochran technique at a 95% confidence level. Data were analyzed using Partial Least Square-Structural Equation Modeling through SmartPLS software to test the causal relationship between tourism attraction variables and visitor perceptions. The results show that all indicators are valid with outer loadings of 0.813-0.934, a very strong path coefficient of 0.835, and an R-square of 0.697 explaining 69.7% of the variability in perceptions. Indo-Mughal architecture and inclusive facilities are the main drivers of positive perceptions, creating a transformational experience across religions. The conclusion confirms the novelty of the specific model for this destination, recommending the development of pilgrimage events and holistic facilities for managers to increase sustainable visits and enrich the Indonesian religious tourism literature.