Determining intention to visit halal destinations from the perspective of the push-pull-mooring framework

Abstract

Purpose

The rapid growth of halal tourism over the past decade has made it a lucrative market, with destinations competing for Muslim travellers. This study examines the factors influencing tourists' intention to visit halal tourism destinations in Indonesia, using the push-pull-mooring (PPM) model to understand this phenomenon.

Design/methodology/approach

Data were collected using a self-administered questionnaire. A total of 328 usable responses were used to analyse the data. The proposed conceptual framework was tested using covariant-based structural equation modelling (CB-SEM).

Findings

Results indicate that push, pull and mooring motives positively influence visit intention towards halal tourism destinations. Among these motives, novelty seeking, escapism, halal-friendly destination performance, halal attributes of the destination, religiosity and subjective norms were the most critical factors that improved visit intention. Furthermore, the moderating role of mooring factors was also established.

Practical implications

The study makes several strategic suggestions for promoting halal tourism destinations. These include highlighting the destination’s halal index factor to attract Muslim tourists and develop the industry market.

Originality/value

Research in halal tourism is still emerging, and this study aims to enhance our understanding of Muslim travellers. Using the PPM framework, it provides valuable insights into Muslim tourists' intentions to visit halal destinations.

Citation

Maminirina Fenitra, R., Hati, S.R.H., Khan, G., Setyowardhani, H., Daryanti, S. and Ramayah, T. (2024), "Determining intention to visit halal destinations from the perspective of the push-pull-mooring framework", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-07-2024-0682