Halal Tourism: An Emerging Trend and Its Impact on Revisit Intention via Satisfaction and Religiosity of Muslim tourists

Year 2025, Volume: 11 Issue: 1, 22 - 33, 30.07.2025

Safia Benmehdi

https://doi.org/10.26650/jot.2024.10.2.1622493

Abstract

Halal tourism has emerged as a significant trend within the global tourism industry, driven by the growing population of Muslim travellers seeking services that align with Islamic principles. The objective of this study is to fill a gap in the literature by examining the influence of Halal tourism on destination revisit intention among Muslim tourists, with particular emphasis on the mediating role of satisfaction and the moderating role of religiosity. To achieve the objective of the study, a literature review was conducted to develop the conceptual model and develop the hypotheses. These hypotheses were then tested through a quantitative study involving a questionnaire administered to 624 Muslim tourists. The data collected is analysed using structural equation modelling (SEM) with the Partial Least Squares (PLS) approach. The study concludes the significant role of Halal tourism services in enhancing satisfaction and revisit intention, with satisfaction mediating the relationship. Additionally, religiosity moderates this impact, indicating that tourists who are more religious place greater importance on Halal services in their decision to revisit. The study suggest some recommendations for Enhancing Muslim Tourist Experiences and Halal Tourism Growth, such as improving Halal services through certification, staff training, and better accessibility, digital strategies, and partnerships with Islamic organisations.

Keywords

Halal tourism, Muslim tourists’ satisfaction, Destination revisit intention, Islamic religiosity, PLS-SEM approach

References

• Abror, A., Wardi, Y., Trinanda, O., & Patrisia, D. (2019). The impact of Halal tourism, customer engagement on satisfaction: moderating effect of religiosity. Asia Pacific Journal of Tourism Research, 24(7), 633-643. google scholar
• Al-Ansi, A., Al-Ahmari, A., & Al-Ghofaili, A. (2020). The impact of religiosity on Muslim tourists' revisit intention to religious tourism destinations. Tourism Management Perspectives, 34, 100657. google scholar
• Al-Hamarneh, A., & Steiner, N. (2016). Muslim tourism in Europe. Annals of Tourism Research, 57, 65-79. google scholar
• Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practises, challenges and future. Tourism management perspectives, 19, 150-154. google scholar
• Bhuiyan, A. H., & Darda, A. (2018). Prospects and potentials of halal tourism development in Bangladesh. Journal of Tourismology, 4(2), 93-106. google scholar
• Biancone, P. P., Secinaro, S., Radwan, M., & Kamal, M. (2019). Halal tourism: An opportunity for the global tourism industry. Tourism Analysis, 24(3), 395-404. google scholar
• Boone, H. N., & Boone, D. A. (2012). Analyzing Likert data. Journal of extension, 50(2), 1-5 google scholar
• Cetin, G., & Dincer, M. Z. (2016). Muslim friendly tourism (MFT): A discussion. Journal of Tourismology, 2(1), 65-67. google scholar
• Chen, Y., Zhang, H., & Qiu, L. (2013). A review on tourist satisfaction of tourism destinations. In LISS 2012: Proceedings of 2nd International Conference on Logistics, Informatics and Service Science (pp. 593-604). Springer Berlin Heidelberg. google scholar
• Cohen, S. (1988). Psychosocial models of the role of social support in the etiology of physical disease. Health psychology, 7(3), 269. google scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. google scholar
• Hair, J. F., Hult, G. T. M., Ringle, C. M., &Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). google scholar
• Hasan, A. A. T. (2024). Factors influencing halal tourism destinations revisit intentions among Muslim travelers of Bangladesh: the mediating role of emotional attachments. Journal of Islamic Marketing, 15(3), 720-744. google scholar
• Jamal, A. H. M. A. D., & El-Bassiouny, N. O. H. A. (2019). Islamic tourism: the role of culture and religiosity. In Islamic tourism: management of travel destinations (pp. 10-25). Wallingford UK: CAB International. google scholar
• Jamal, T., & Budke, A. (2017). Muslim travellers' needs: what do we know? International Journal of Tourism Research, 19(3), 286-297. google scholar
• Jamal, T., & Sharif, A. (2015). Halal tourism: Concepts, practises, challenges and future. Tourism Management Perspectives, 19, 150-154. google scholar
• Junaidi, J. (2020). Halal-friendly tourism and factors influencing halal tourism. Management Science Letters, 10(8), 1755-1762. google scholar
• Laderlah, S. A., Rahman, S. A., Awang, K., & Man, Y. C. (2011). A study on Islamic tourism: a Malaysian experience. International Proceedings of Economics Development & Research, 17, 184-189. google scholar
• Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: a review. Journal of Applied Structural Equation Modeling, 5(1), 1-14. google scholar
• Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891. google scholar
• Ramkissoon, H., Smith, L. D. G., Weiler, B., & Smith, A. (2018). Testing the dimensionality of destination satisfaction and the intention to revisit. Journal of Travel Research, 57(7), 921-935. google scholar
• Rosli, N. L., Jamaludin, M. A. B., & Ahmad, A. N. B. (2024). Beyond Halal Cuisine: A Comprehensive Exploration of Shariah Compliance in Tourism and Hospitality. Tazkia Islamic Finance and Business Review, 18(1), 120-139. google scholar
• Safitri, S., Alii, M., & Mahmud, O. (2022). Murottal Audio as a Medium for Memorizing the Qur’an in Super-Active Children. Journal International Inspire Education Technology, 1(2), 111-124. google scholar
• Shahrivar, R. B. (2012). Factors that influence tourist satisfaction. Journal of Travel and Tourism Research, 12(1), 61. google scholar
• Suid, I. S., Nor, N. A. M., & Omar, H. (2017). A review on Islamic tourism and the practical of Islamic attributes of destination in tourism business. International Journal of Academic Research in Business and Social Sciences, 7(12), 255-269. google scholar
• Torabi, Z. A., Shalbafian, A. A., Allam, Z., Ghaderi, Z., Murgante, B., & Khavarian-Garmsir, A. R. (2022). Enhancing memorable experiences, tourist satisfaction, and revisit intention through smart tourism technologies. Sustainability, 14(5), 2721.esearch (Online), 12(1), 61. google scholar
• Yuliviona, R., Alias, Z., Abdullah, M., & Azliyanti, E. (2019). The relationship of halal tourism, Islamic attributes, experiential value, satis-faction and Muslim revisit intention in framework: a systematic literature review. International Journal of Tourism & Hospitality Reviews, 6(1), 50-57. google scholar