Muslim Intention to Visit Halal Tourism Destination in West Java: Halal Literacy Mediation Effect

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Published: 2025-12-24
DOI: https://doi.org/10.29244/jam.13.2.201-219
Keywords:
Electronic word-of-mouth, halal literacy, halal tourism, theory of planned behaviour

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Lu'liyatul Mutmainah
Halal Quality Management Department, University of Siliwangi, Jalan Siliwangi No. 24, Tasikmalaya, 46115, Jawa Barat, Indonesia
Listia Andani
Halal Quality Management Department, University of Siliwangi, Jalan Siliwangi No. 24, Tasikmalaya, 46115, Jawa Barat, Indonesia
Nuryanti Taufik
Management Department, University of Siliwangi, Jalan Siliwangi No. 24, Tasikmalaya, 46115, Jawa Barat, Indonesia
Iffah Hafizah
The Barlett School of Environment, Energy and Resources, University College London, Gower Street, London, WC1E 6BT, United Kingdom WC1E 6BT, United Kingdom

Abstract

Tourism serves as a gateway to several industrial sectors that are vital to the country's economy. This study aims to investigate the variables influencing the Muslim intention to travel to West Java's halal tourism destination. The Theory of Planned Behaviour (TPB), which is composed of Perceived Behavioural Control (PBC), Attitude towards Behaviour (ATB), and Subjective Norms (SN), is used in this study. In addition, electronic word-of-mouth (e-WOM) and an intervening variable called Halal Literacy (HL) were included in this study. The Partial Least Square Structural Equation Modelling (PLS-SEM) analytical method will be applied in this study with 210 respondents. The study's findings demonstrate that HL and PBC influence the Muslim intention to travel to West Java's halal tourism destinations. In addition, PBC and SN significantly influence HL. However, ATB, e-WOM and SN do not influence to Muslim intention. Additionally, PBC and SN significantly impact to Muslim intention indirectly through halal literacy. Muslim populations should increase halal literacy including halal tourism. Internet media can provide valuable information about reviews of current halal tourist attractions. The synergy between the government, industry players and other stakeholders to support the halal tourism ecosystem in West Java needs to be carried out.

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Vol. 13 No. 2 (2025): AL-MUZARA'AH (December 2025)

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