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The moderating role of perceived behavioral control in predicting Muslim tourists’ halal tourism intention: a developing country perspective

The moderating role of perceived behavioral control in predicting Muslim tourists’ halal tourism... Halal tourism despite its increasing contributions toward the global tourism industry, remains a nascent field of research, in particular, investigations that explore the drivers of halal tourism purchase intention of Muslim tourists are insufficient. To contribute to this end, this study aims to examine the moderating role of perceived behavioral control (PBC) on attitude, subjective norms (SN) and behavioral intention by applying the theory of planned behavior.Design/methodology/approachThe conceptual model is tested by using structural equation modeling based on the data collected from 306 Muslim tourists of Bangladesh.FindingsThe results reveal that PBC moderates the relationship between attitude and halal tourism intention. Halal tourism intention is also influenced by attitude and PBC but not by SN.Research limitations/implicationsFindings of the study contributed to halal tourism literature by identifying the role of perceived autonomy and capacity on halal tourism intention and by offering an understanding of the underlying psychological drivers of halal tourism choice.Practical implicationsThis would help the marketer to design suitable halal tourism offerings to fulfill the unique needs of this less explored tourism market.Originality/valueTo the best of the authors’ knowledge, this is perhaps the first study in the context of the Bangladesh tourism sector that focuses on customers’ halal tourism intention. The study’s findings are crucial in Islamic marketing and halal tourism. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

The moderating role of perceived behavioral control in predicting Muslim tourists’ halal tourism intention: a developing country perspective

Akter, Nasrin; Hasan, Shahedul
Journal of Islamic Marketing , Volume 14 (7): 24 – Jun 7, 2023
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References (102)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
eISSN
1759-0833
DOI
10.1108/jima-10-2021-0336
Publisher site
See Article on Publisher Site

Abstract

Halal tourism despite its increasing contributions toward the global tourism industry, remains a nascent field of research, in particular, investigations that explore the drivers of halal tourism purchase intention of Muslim tourists are insufficient. To contribute to this end, this study aims to examine the moderating role of perceived behavioral control (PBC) on attitude, subjective norms (SN) and behavioral intention by applying the theory of planned behavior.Design/methodology/approachThe conceptual model is tested by using structural equation modeling based on the data collected from 306 Muslim tourists of Bangladesh.FindingsThe results reveal that PBC moderates the relationship between attitude and halal tourism intention. Halal tourism intention is also influenced by attitude and PBC but not by SN.Research limitations/implicationsFindings of the study contributed to halal tourism literature by identifying the role of perceived autonomy and capacity on halal tourism intention and by offering an understanding of the underlying psychological drivers of halal tourism choice.Practical implicationsThis would help the marketer to design suitable halal tourism offerings to fulfill the unique needs of this less explored tourism market.Originality/valueTo the best of the authors’ knowledge, this is perhaps the first study in the context of the Bangladesh tourism sector that focuses on customers’ halal tourism intention. The study’s findings are crucial in Islamic marketing and halal tourism.

Journal

Journal of Islamic Marketing – Emerald Publishing

Published: Jun 7, 2023

Keywords: Halal tourism; Perceived behavioral control; Intention; Attitude; Subjective norms; Muslim tourists

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