Effect of destination competitiveness attributes on tourists’ intention to visit halal tourism destination in Indonesia

Abstract

Purpose

This paper aims to explore the effect of three destination competitiveness attributes: core resources and attractors, supporting factors and destination management on the tourist perceived behavioral control, perceived value, trust and tourists’ intention to visit halal tourism destination in Indonesia.

Design/methodology/approach

Quantitative data is collected by conducting an online survey. Using data from 244 Muslim respondents in Indonesia, this study applies a partial least square-structural equation modeling to test and estimate relationships among variables.

Findings

The results show that perceived behavioral control, perceived value and trust directly influences the intention to visit halal tourism. Subsequently, supporting factors also directly affect the intention to visit halal tourism, whereas the other attributes of destination competitiveness that is core resources and attractors and destination management have an indirect relationship or act as mediating variable to the intention. Destination management performs as a driving force of intention to visit halal tourism through the three variables, namely, perceived behavioral control, perceived value and trust. Meanwhile, core resources and attractors only have an indirect relationship through trust.

Research limitations/implications

There are limitations of the data collection, the respondent of the survey in this study is Muslim tourist, for wider range of region the study should also be conduct not only for Muslim respondent but also non-Muslim respondent to get comprehensive data of halal tourism market in Indonesia.

Practical implications

This study provides insights to the government and stakeholders about domestic tourist intentions toward halal tourism destinations. This study also makes some recommendations for elements that can be used to increase tourist acknowledgement of halal tourism, acquire the domestic tourist market and increase state revenue through halal tourism.

Social implications

This study has substantial implications; halal tourism in Indonesia has a promising economic future. The tourism industry is not only intended to increase government revenue but has also contributed to environmental sustainability. The study reveals the significance of destination management in halal tourism. Hence, to make Indonesia a leading country in halal tourism, Indonesia needs to fulfill the tourism destination competitiveness among others to implement sustainable tourism and enhance the infrastructure, promotion, services and environmental aspects.

Originality/value

This study offers a framework model related to halal tourism focus on destination competitiveness as part of the knowledge contributions. Besides, the findings of the study can be the references for the stakeholders to take any strategic decision with regards to attract tourists’ intention to visit halal tourism destinations.

Citation

Lestari, Y.D., Saidah, F. and Aliya Putri, A.N. (2023), "Effect of destination competitiveness attributes on tourists’ intention to visit halal tourism destination in Indonesia", Journal of Islamic Marketing, Vol. 14 No. 4, pp. 937-965. https://doi.org/10.1108/JIMA-12-2020-0368