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

Abstract

Purpose

This study aims to investigate factors and their impacts on halal tourism destinations revisit intentions among Muslim travelers, and explore the mediating effects of emotional attachments between halal social environments, halal food and beverages, halal services and halal tourism destinations revisit intentions.

Design/methodology/approach

Based on review of literatures, and by distributing 500 questionnaires to Muslim respondents and subsequently collecting 387 usable responses, the study is conducted through partial least squares structural equation modeling using Smart PLS3.3.3.

Findings

The findings of the study reveal that halal social environment, halal food and beverages, halal entertainments, halal staff clothing and emotional attachments significantly influence halal tourism destinations revisit intentions, whereas halal services has insignificant impact on halal tourism destinations revisit intentions, and halal social environment, halal food and beverages and halal services have positive significant impacts on emotional attachments toward halal tourism destinations. Moreover, emotional attachments partially mediate in the relationship between halal social environment, halal food and beverages, halal services and halal tourism destinations revisit intentions.

Practical implications

The current study findings uniquely contribute to the development of halal tourism destinations in Bangladesh by revealing the impactful factors and formulating marketing strategies that can increase Muslim travelers’ revisit intentions toward halal tourism destinations.

Originality/value

To the best of the author’s knowledge, this study is one of the pioneer research studies of halal tourism revisit intentions, providing new and unique theoretical and practical contributions to the enhancement of halal tourism industry in the world as well as Bangladesh. The findings could contribute to the halal tourism literature by identifying and evaluating factors influencing Muslim travelers’ revisit intentions toward halal tourism destinations. Moreover, the findings could help halal tourism operators in introducing halal attributes for creating Muslim travelers’ revisit intentions toward halal tourism destinations.

Citation

Hasan, A.A.-T. (2024), "Factors influencing halal tourism destinations revisit intentions among Muslim travelers of Bangladesh: the mediating role of emotional attachments", Journal of Islamic Marketing, Vol. 15 No. 3, pp. 720-744. https://doi.org/10.1108/JIMA-02-2023-0045