Examining revisit intention from the basic foundation of Islam: the role of halal destination attributes and perceived value

Abstract

Purpose The rapid development of Muslim travelers traveling to halal destinations stimulated this study to elucidate revisit intention based on the fundamental aspects of Muslim behavior, namely, Islamic belief and practice. First, the purpose of this study is to shed light on how Islamic belief affects the Islamic practice of Muslim travelers. Second, it verifies the effects of Islamic practice on halal destination attributes and destination attractiveness. Third, this study also identifies halal destination attributes that affect destination attractiveness, functional value and emotional value. Fourth, it further explores the effects of destination attractiveness on both functional value and emotional value. Finally, this study examines how both functional value and emotional value affect revisit intention. Design/methodology/approach The respondents of this study are Muslim travelers who visited one of the four favorite halal destinations in Indonesia from 2019 to 2020. Using purposive sampling methods, this study successfully collected responses from 317 respondents, and then the data were analyzed using structural equation modeling. Findings The results of this study demonstrate, first, Islamic belief positively and significantly affects Islamic practice. Second, Islamic practice positively and significantly impacts halal destination attributes and destination attractiveness. Third, halal destination attributes positively and significantly affect destination attractiveness, as well as both functional value and emotional value. Fourth, destination attractiveness positively and significantly impacts both functional value and emotional value. Finally, this study that found only emotional value positively and significantly impacts revisit intention, while functional value does not successfully increase revisit intention. Originality/value This study contributes to the crucial aspects of Muslim travelers’ behavior based on the fundamental of Islamic teaching include Islamic belief and practice. Moreover, this framework also contributes to the explain Muslim travelers revisit intention to halal destination using the means-ends theory.

The effect of Islamic attributes, destination image, scepticism, perceived value and halal awareness on the intention to engage in Muslim-friendly travel

“…Battour et al (2017) called this attribute "destination image", which consists of all the attributes that could be predicted/calculated by the consumers. Consumers will tend to calculate the costs and benefits of different tourist destinations and choose the one that provides the most net benefit (Lee et al, 2010;Mursid, 2022). Destination image is also very important for the consumer when making his/her final decision.…”

“…Islamic attributes as a stimulus would reduce scepticism for certain individuals because they would feel assurance regarding their chosen travel destination, when the Islamic attributes are visible (Battour et al, 2014). In addition, individuals may also perceived an emotional value due to the individual's evaluation on the ease of practising Islam while travelling to the chosen destination that emphasises Islamic attributes (Eid and El-Gohary, 2015b;Mursid, 2022). Hence, compared to a destination with no visible Islamic attributes, the individual would perceive receiving more emotional benefits from the travel destination that made their Islamic attributes visible.…”

“…Similarly, functional value is argued to mediate the relationship between destination image and intention. Because the image of a destination reflects the utilitarian side of the travel destination, it would induce the individual's perceived functional value which subsequently influences his/her intentions Mursid, 2022). A travel destination with a more positive image evaluation would enable an individual to think he/ she would receive more functional value and hence increase his/her intention to engage in Muslim-friendly travel.…”

“…the visibility of halal certification or the halal claims for certain products), more consumers are using religious attributes to help them make their purchasing decisions (Akhtar et al , 2020). The halal cues serve as a heuristic that could influence how consumers perceive the benefits they receive by consuming certain products (Eid and El-Gohary, 2015a, 2015b; Mursid, 2022). By having more Islamic attributes, consumers will consider that they have got better emotional value from their purchases.…”

Factors influencing halal tourism destinations revisit intentions among Muslim travelers of Bangladesh: the mediating role of emotional attachments

“…Destinations revisit intention is defined as the post-visit behavior of the willingness of re-exploring the same destinations (Widjaja et al, 2019). Besides, Mursid (2022) defines halal tourism destinations revisit intentions as the customers' favorable behavioral intentions to re-explore the halal tourism destinations in the future. Also, Yuliviona et al (2019) and Ekka (2023) posit that halal tourism revisit intention is behavioral outcomes based on the travelers' past experiences and satisfactions.…”