Tourists Behavioral Intention to Visit Halal Tourism Destination: An Empirical Study on Muslim Tourists in Malaysia
International Fellowship Journal of Interdisciplinary Research, Volume 1, Issue 1, 2021, 1-18
18 Pages Posted: 18 Mar 2021
Date Written: January 25, 2021
Introduction: Today, the demand for halal tourism has increased dramatically and highlighted as one of the new horizons and fastest-growing sector in the world’s tourism industry.
Background Problem: Malaysia is indeed one of the countries with the most concerned halal segment in the tourism sector.
Research Objective: The key purpose of this study is to examine the influence of affecting attributes on tourist’s behavioural intention to visit Malaysia as a halal tourism destination.
Research Methods: The development of the research framework is based on the theory of plan behaviour (TPB) model. A total of 394 responses were received from the Klang Valley area of Malaysia. For the purpose of analyzing the data, SPSS and AMOS were hired.
Findings: Findings from the study reveal that, affecting attributes like, “Halal Certification for Food and Beverage”, “Destination Image” and “Emotional Incidents” have a significant positive influence on tourist’s satisfaction towards behavioural intention to determine the destination.
Research Contribution: The key significance of this study demonstrated that a large number of Muslim travellers are able to experience Islamic cultures while considering halal tourism products and services in visiting accessible Muslim destinations.
Conclusion: The conclusions of this research provided insights into the behavioural intentions of Muslim tourists select Malaysia as a destination for tourism.
Keywords: Destination Image, Destination Choice, Halal Tourism, TPB, SEM-AMOS
JEL Classification: Z32, Z30, M10
Suggested Citation: Suggested Citation