Modelling travelers behavioural intentions for Halal hospitality: A case of an emerging Islamic tourism hub

Abstract

Islamic tourism is rapidly growing to become the largest tourism sector due to its increasing demand of Islamic tourism products especially in a country like Malaysia. However, little research has been done to explore more about travelers' perceptions on Islamic tourism in Malaysia. This study used Partial Least Square (PLS) analysis as a tool to explore the dimensions of Islamic attributes of destination, i.e., Availability of Halal food and Worship Facilities (WF), Banning of Immoral Activity (IA) and Islamic Dress Code (DC) that maybe important to the segment of Muslim travelers for Halal hospitality in Malaysia. About 396 Muslims travelers participated in this study. The findings revealed that availability of Halal food and Worship Facilities (WF) and Dress Code (DC) have positive relationships on Behavioral Intentions (BI) among Muslims travelers for Halal hospitality in Malaysia. The study indicated that banning of Immoral Activities (IA) significantly affects Muslim travelers' Behavioral Intentions (BI) in Malaysia. The findings also suggested that Tourist Satisfaction (TS) mediated the relationships between Islamic attributes of destination and Behavioral Intention (BI). This study used quantitative method; the data was collected by using a set of self-administered questionnaire. It is hoped that the study will be used as a guideline for destination marketers to develop marketing strategies to attract Muslim travelers come to Malaysia.