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To provide Muslim-friendly tourism and attract Muslim tourists, destination marketers must not only consider the generic attributes commonly available at the destination, they must also ensure the availability of attributes that serve the needs of Muslim tourists: Islamic attributes. This study identifies and classifies generic and Islamic attributes as basic, performance, and excitement factors in accordance with the three-factor theory of customer satisfaction to emphasise that the three factors may have different impacts on tourist satisfaction. This study also examines the influence of the three factors on satisfaction and the consequences of satisfaction on tourists' behavioural and attitudinal loyalty. A survey was conducted with 604 Muslim tourists who visited non-Muslim destinations. The results showed that all generic attributes influenced Muslim tourists' satisfaction, whereas for Islamic attributes, only the classification of excitement factors significantly affected their satisfaction. The consequences of satisfaction were also found to have a significant effect on increasing tourists' behavioural and attitudinal loyalty.

Background: The theory of planned behavior (TPB) is one of the famous theories used to predict a person’s intentions in various contexts, using the subjective normative component. This article, therefore, focused on proposing a conceptual model to fill the existing gaps related to the pro-environmental context, based on the TPB, with the normative aspects supplemented by incorporating the norm activation theory (NAT). Focus of the Article: The interaction between subjective and personal norms needs to be considered in order to acquire empirical data support from social marketing scholars. The awareness of consequences is used to form personal norms that function as an “instrumental attitude” in predicting intention. The existence of attitude needs to be distinguished between the experiential and instrumental, reflected in the awareness of consequences. Program Design/Approach: Pro-environmental behavior (PEB) in the context of waste sorting is a shared function of intentions, personal norm, and perceived control. It plays an important role in mediating the influence of motivational factors of TPB and personal norm of NAT, on waste sorting. Communication strategies in promoting waste sorting activity have to integrate social pressure with a feeling of moral obligation. Importance to the Social Marketing Field: The conceptual model shows that the integration of TPB and NAT contributes a more comprehensive perspective for social marketers to promote the waste sorting behavior of the targeted society. Methods: Five essential stages are systematically arranged to integrate TPB and NAT. The first stage explains the basic equation of TPB and NAT. The second proposes three essential propositions. The third provides logical thinking of the integrated equation model, while the fourth stage creates the visual form and explains it in detail. The fifth stage provides a clear and concise managerial implication and limitation of the model, accompanied by the possibility to expand it in future studies. Recommendations for Research or Practice: The social marketing practitioners and academicians interested in the issue of PEB context from the community, need to consider the integration of TPB and NAT in their activities. Social pressure within the community is strengthened by the formation of a sense of moral obligation with the simultaneous strengthening of the experiential and instrumental attitude. Limitations: The proposed conceptual model is limited to the utilization of a cultural approach as the central premise. It is also limited to the use of the fundamental theory in predicting humans’ behavior in a waste sorting context.

Anthropomorphism refers to the tendency to imbue the nonhuman objects with human

Purpose This study aims to examine the role of personal and subjective norms in predicting waste sorting, an increasingly relevant pro-environmental behavior. Design/methodology/approach This study obtained data from a sample of 300 respondents from three Indonesian cities. Purposive sampling was employed to obtain information from specific segments of Indonesian population. The analysis consisted of a two-stage procedure including confirmatory factor analysis and covariance-based structural equation modeling. Findings Results demonstrated that both subjective and personal norms significantly and directly predict waste sorting behavior (WSB) bypassing intention to behave. Research limitations/implications The fact that norms held by individuals are able to single-handedly drive pro-environmental behaviors implies that previous studies and social marketing campaigns may have overstated the role of intention. Practical implications In designing marketing communication programs promoting WSB, this paper argues that targeting normative tendencies of the audience may provide a more effective strategy than focusing on explicit pro-environmental intentions and attitudes of the public. Originality/value This study provided a new experimental test and confirmation of the role of subjective norms, the normative component of the theory of planned behavior and of personal norms, the normative component of the norm activation theory, in predicting WSB.

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In the context of Muslim-friendly tourism, marketers have to pay attention to the needs of their main target, Muslim tourists. This study aimed to examine the influence of destination attributes, including both generic and Islamic attributes, on overall tourist satisfaction to get a more comprehensive view. Likewise, this study investigated the effect of overall tourist satisfaction on its consequences. The moderation effect of Islamic religiosity on the relationship between Islamic attributes and overall tourist satisfaction was also considered. An online survey was conducted, with a sample of 231 Muslims who traveled to Muslim-majority cities, and the data were analyzed using Structural Equation Modeling. The results showed that both generic and Islamic attributes positively influence overall tourist satisfaction, while its consequences affected their behavioral, attitudinal loyalty, and churn intention. Overall tourist satisfaction was not found to affect complaint intention. Likewise, the moderation effect of Islamic religiosity was insignificant.

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