The extended theory of planned behavior in customer’s intention to visit halal hotels

Abstract

Purpose This study aims to explore the application of the theory of planned behavior (TPB) in understanding Muslim consumers’ visitation motives to halal hotels. The model tests the impact of additional factors to the TPB such as religious commitment, religious-identification and information seeking behavior on consumers’ attitudes and intentions to visit Halal hotels. Design/methodology/approach Survey data was collected from 183 respondents to examine the relationships between these factors and customers’ intention to visit halal hotels. The survey participants were selected from diverse backgrounds to ensure a representative sample. Structural equation modeling was used to assess the conceptual model. Findings This study highlights the significance of attitudes shaped by subjective norms and information seeking behavior, emphasizing their influence on consumers’ inclination to visit halal hotels. In addition, the role of religious commitment is examined, shedding light on the impact of individuals’ strong faith in shaping their attitudes and behaviors toward halal hotels. Originality/value These results contribute to the existing literature on Halal consumer behavior and provide practical implications for professionals and policymakers in the hospitality industry. Understanding the factors that influence customers’ intentions to visit halal hotels can assist in developing tailored marketing strategies and creating an inclusive environment.