Halal Tourism: Its Attractiveness to Domestic Tourists Based on Their Religious Perspectives

Ambara Purusottama,Gregorius Dimas Hapsoro Prastowo

doi:10.21776/ub.jitode.2019.007.03.03

Ambara Purusottama, Gregorius Dimas Hapsoro Prastowo

Open Access

https://doi.org/10.21776/ub.jitode.2019.007.03.03

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Abstract

One of Indonesiaâ€™s government programs to boost tourism as the basis of Indonesiaâ€™s economy is Halal tourism. This study aimed at exploring the behavior of domestic Muslim tourists when considering halal tourist destinations. It also looked at Muslim touristsâ€™ behavior as they selected and recommended halal tourist destinations and compared the results according to the degree of taqwa in performing their religious rituals. This study used judgmental sampling in the selection of respondents and successfully collected 511 valid questionnaires. The theory of planned behavior (TPB) was used to analyze the study subjects, namely domestic Muslim tourists when they intended to select and recommend halal tourist destinations. It revealed that when domestic Muslim tourists intended to select and recommend halal tourist destinations, they influenced by Behavior Control. Attitude and Subjective norm did not influence the intention to select and recommend halal tourist destinations. Moreover, there was an adverse relationship between Attitude and Subjective Norm in the intention. The result of this study may contribute to the behavior theory and expand the use of TPB in the field of halal tourism study.Keywords: degree of taqwa, domestic tourists, halal tourist destinations, theory of planned behavior.

Highlights

INTRODUCTION* Tourism has become an important activity and has grown rapidly into a global phenomenon and a major industry
Based on the variable moderator namely the degree of taqwa, 333 respondents (65.2%) felt that they performed all religious rituals on time (Devote Muslim) while the rest, which was 178 (34.8%), felt that they would only perform the religious rituals if they had the time (Cultural Muslim)
Whilst the intentions of individuals selecting certain products or services are generally believed to be influenced by three elements, namely: attitudes, subjective norms, and behavioral control [21], this study reveals that the intentions to visit and recommend halal tourist destinations in Indonesia are influenced solely by behavioral control

Summary

Introduction

INTRODUCTION* Tourism has become an important activity and has grown rapidly into a global phenomenon and a major industry. Data from UNWTO in 2016 recorded 1.235 billion tourists and the tourism industry contributed 10% to the GDP, 30% to the service industry, and 7% to the export value worldwide [1]. Throughout 2016, the number of international tourists in the region reached 113.23 million with 5 (five) countries responsible for the largest number of tourism visits: Thailand 32.58 million; Malaysia 26.75 million; Singapore 16.40 million; Indonesia 12.02 million, and; Vietnam 1.01 million [2]. A decision for purchase was strongly influenced by the faith that people held and devote Muslim would strictly adhere to the teaching of the faith when making decisions [5]. Halal tourism is a breakthrough concept for Indonesia in its effort to increase the number of international tourists visiting the country and to increase the chance of tourism becoming the main contributor to the country’s economy. The main market targets for this industry are countries with Muslim populations, Middle Eastern and African countries, and local tourists from Indonesia – a [146]

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