The effect of Islamic attributes, destination image, scepticism, perceived value and halal awareness on the intention to engage in Muslim-friendly travel
ISSN: 1759-0833
Article publication date: 18 August 2023
Issue publication date: 23 January 2024
Abstract
Purpose
This study aims to empirically test the influence of pull factors on the intention to engage in Muslim-friendly travel. This study proposes a distinct path between Islamic attributes and emotional value and scepticism, along with destination image and its functional value. This study also proposes the role of halal awareness in moderating the relationship between Islamic attributes and scepticism.
Design/methodology/approach
This study used a quantitative approach using an online survey. The authors purposively selected younger individuals who had travelled inside the country at least three times during the past five years. With a total of 416 valid responses, this study used variance-based partial least squares to test the hypotheses.
Findings
The results show that intention to engage in Muslim-friendly travel is positively influenced by emotional and functional values, but negatively by scepticism. Emotional value and scepticism are influenced by Islamic attributes, whereas functional value is influenced by destination image. More specifically, halal awareness is proven to moderate the relationship between Islamic attributes and scepticism, in which individuals with a higher level of halal awareness tend to be less sceptical about halal offerings.
Originality/value
This study supports a previous study in which emotional and functional values are considered differently by consumers. Furthermore, the dual role of Islamic attributes, as pull factors, is confirmed, providing a deeper understanding of its influence on emotional value and scepticism. To the best of the authors’ knowledge, this study is also the first to investigate the role of halal awareness in increasing the level of scepticism among Muslim consumers.
Keywords
Acknowledgements
This study was fully funded by Bank Indonesia Institute through Research Grant Bank Indonesia Number 24/5/PKS/BINS/2022.
Citation
Rostiani, R., Firdausi, A.S.M., Arini, H.M., Mulyani, Y.P. and Sunarharum, T.M. (2024), "The effect of Islamic attributes, destination image, scepticism, perceived value and halal awareness on the intention to engage in Muslim-friendly travel", Journal of Islamic Marketing, Vol. 15 No. 2, pp. 613-632. https://doi.org/10.1108/JIMA-12-2022-0322
Publisher
:Emerald Publishing Limited
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