An investigation into dynamics of “Halal tourism”
Factors influencing Muslim pilgrims' visit intentions to Mecca and Madinah
Bibliographic Data
| ID | 19554178 |
|---|---|
| Authors | Haseeb Khan Khakwani (0009-0000-6502-0369, Bahauddin Zakariya University), Muhammad Hassaan (0000-0002-5652-8598, Emerson (Sweden)), Khawar Naheed (Bahauddin Zakariya University) |
| Year | 2026 |
| Pages | 1-22 |
| Publication date | 2026-01-16 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Tourism Futures (JOURNAL) |
| Journal identifiers | ISSN: 2055-5911 • E-ISSN: 2055-592X |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/jtf-04-2025-0101 |
| OpenAlex | W7123572991 |
| Language | EN |
| References cited | 83 |
Purpose This study investigates the factors influencing the visit intentions of Muslim travelers in the context of halal tourism, specifically focusing on their journeys to Mecca and Madinah for Hajj and Umrah. Design/methodology/approach The research employs the theory of planned behavior (TPB) to explore the roles of Halal Awareness, Halal Hospitality, and Halal Product Travel Preferences. A cross-sectional online survey of 320 Pakistani respondents was conducted, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM). Specifically, SmartPLS 4.0 software was employed to estimate the complex model and predict the relationships between the variables. Findings The results reveal significant relationships between Halal Awareness, Halal Hospitality and Halal Product Travel Preferences, and their impact on visit intentions. It identifies the mediating roles of Halal Travel Motivation and Halal Destination Image, demonstrating that enhancing awareness and providing tailored hospitality services boost travelers' motivation and perceptions of destinations. Practical implications The findings underscore the necessity for the hospitality industry to adopt policies and strategies catering to the unique demands of Muslim travelers. By focusing on halal-friendly services, tourism marketers and policymakers can enhance satisfaction and foster loyalty among this demographic. Originality/value This study contributes to the existing literature by addressing a research gap concerning Muslim travelers' behaviors and preferences in halal tourism. It provides valuable insights for improving service offerings and promoting cultural understanding within the global tourism framework, laying a foundation for future inquiries in this emerging sector
Hajj · Hospitality · Loyalty · Perception · Structural equation modeling · Tourism · Diverse Aspects of Tourism Research · Halal products and consumer behavior · Religious Tourism and Spaces
Statistical Power Analysis for the Behavioral Sciences
Tourism, Religion and Spiritual Journeys
Advanced Mediating Effects Tests, Multi-Group Analyses, and Measurement Model Assessments in PLS-Based SEM
Consistent Partial Least Squares Path Modeling1
An application of theory of planned behavior to predict young Indian consumers' green hotel visit intention
Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory
PLS-Sem
The theory of planned behavior
When to use and how to report the results of PLS-SEM
Common Method Bias in PLS-SEM
The theory of planned behavior
Assessment of Preventative Measures Practice among Umrah Pilgrims in Saudi Arabia, 1440H-2019
The Enduring Use of the Theory of Planned Behavior
Structural equation modeling in practice
Energy and transformation in alternative pilgrimages to Catholic shrines
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Traveler preferences from online reviews
Risk assessment of halal products and services
Application of the Theory of Planned Behavior to green hotel choice
Islamic Tourism Reviewed
From motivation to actual travel
Islam and tourism
Factors influencing destination image
Muslim-friendly tourist destination image in travel and hospitality industry
Psychometric Theory— 25 Years Ago and Now
Predicting behavioral intention of choosing a travel destination
Muslim world and its tourisms
Tourist motivation an appraisal
Religious tourism
Introduction
| Citation velocity | historical |
|---|---|
| Highly cited | No |