The impact of halal tourism on Muslim diaspora intention to recommend: an application of the theory of planned behaviour
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 6 September 2022
Issue publication date: 1 December 2023
Abstract
Purpose
This paper sought to examine the factors that influence intention to recommend, focussing on the extension of the theory of planned behaviour in halal tourism, with additional instruments such as halal safety and security, and trustworthiness of halal information.
Design/methodology/approach
Guided by a quantitative approach, cross-sectional data were collected using 394 Muslim diaspora tourists. The analysis technique used in this study is the partial least square structural equation modelling (PLS-SEM).
Findings
The results suggest that halal planned behaviour may account for the intention to recommend. Halal attitude, subjective norm, halal image, halal value, halal safety and security, and trustworthiness of halal information positively and significantly affect intention to recommend.
Practical implications
Muslim diaspora tourists are identified to have halal planned behaviour on intention to recommend. Hence, destination managers and practitioners are suggested to develop proactive halal products and services that appeal to tourists' intention to recommend.
Originality/value
This study has developed two new constructs: halal safety and security, and the trustworthiness of halal information grounded on the theory of planned behaviour in halal tourism. Specifically, the focus is on Muslim diasporic tourists' perspective in a non-Islamic context.
Keywords
Citation
Mohammed, I., Mahmoud, M.A., Preko, A., Hinson, R. and Yeboah, J.G. (2023), "The impact of halal tourism on Muslim diaspora intention to recommend: an application of the theory of planned behaviour", Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, pp. 1688-1708. https://doi.org/10.1108/JHTI-10-2021-0297
Publisher
:Emerald Publishing Limited
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