Exploring muslim traveler’s intentions to visit non-muslim tourist destinations

Abstract

The Indonesian government has designated ten tourist destinations as Muslim-friendly, all of which are situated within Muslim-majority regions. While these initiatives mark significant progress in strengthening halal tourism, there remains a notable research gap concerning the behavioral intentions of Muslim travelers to visit destinations located in non-Muslim areas. This study seeks to address that gap by exploring the key determinants influencing Muslim travelers’ intentions to visit non-Muslim tourism destinations in Indonesia. Integrating the theory of planned behavior (TPB) with the marketing mix framework, this research provides a comprehensive perspective that combines psychological and marketing dimensions of travel decision-making. Data were collected from 361 Muslim respondents through a structured online questionnaire, and the proposed hypotheses were examined using multiple regression analysis. The findings reveal that the main components of TPB—attitude, subjective norms, and perceived behavioral control—positively influence travel intention. Likewise, the marketing mix factors —product, price, place, and promotion —also demonstrate a substantial effect on the intention to travel to non-Muslim destinations. Interestingly, religiosity was found to have no significant impact, suggesting that Muslim travelers may prioritize overall travel experiences, accessibility, and service quality over purely religious considerations when choosing destinations. These results highlight the growing openness and adaptability of Muslim tourists as they explore diverse cultural and geographical settings. From a policy perspective, the study emphasizes the importance of governments, tourism authorities, and industry stakeholders extending Muslim-friendly facilities, services, and communication strategies to regions with Muslim-minority populations. Doing so can enhance inclusivity, encourage cross-cultural engagement, and foster a more sustainable and diversified model of halal tourism development in Indonesia and beyond.