Abstract
As a country with the world's largest Muslim population, Indonesia has a potential market for global halal tourism. However, Muslim tourist's behavior has not yet been explored further and considered to have a low preference for halal tourism. Thus, to understand Muslim tourist behavior in choosing halal product, this research was conducted by using the extended Theory of Planned Behavior (TPB) and adding knowledge as a factor that strongly influences the attitude and behavioral intention of Muslim tourists. 207 questionnaires were distributed to Indonesian Muslims who traveled to non-Islamic countries and the collected data was analyzed using SEM-PLS. The result showed that TPB is very effective in explaining Muslim tourists' behavior where the strong attitude and self-control in regards to religious obedience are the most influencing factors. Furthermore, the knowledge about the benefits of halal tourism encourages the high attitude and intention to consume halal tourism products.
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