This study aims to explore the role of tourists’ emotional events and previous halal experiences in shaping revisit intention, using the theory of planned behaviour (TPB) within the context of halal tourism in the Greater Bandung area, Indonesia.
A quantitative survey was undertaken with 331 domestic Muslim tourists visiting halal destinations in the Greater Bandung area between July and August 2024. Data were gathered through a structured questionnaire, with items measured on a five-point Likert scale adapted from previous studies. The data were analysed using partial least squares structural equation modelling with WarpPLS 5.0.
The results provide empirical evidence that tourists’ emotional events and past halal experiences (PHEs) significantly influence revisit intention through subjective norms, attitude and perceived behavioural control. Of these, PHE exhibited the strongest indirect effect on revisit intention via attitude. The model accounted for 69.1% of the variance in revisit intention, indicating robust predictive power.
This study was undertaken in a Muslim-majority country, necessitating several modifications to tourist destinations. Further research could be conducted in regions where the notion of Muslim-friendly tourism remains relatively unfamiliar.
Managers should create memorable experiences to encourage repeat visits. Tourism can be enhanced by incorporating seasonal themes and improving Muslim-friendly services, such as prayer facilities and clean restrooms. A sound understanding of halal tourism helps to optimise events and attract a greater number of visitors. Promoting halal options and highlighting previous successes can further encourage return visits.
As tourists are often guided by emotions and may find it difficult to move on, revisiting the same destination provides them with a sense of comfort. Management should therefore deliver extraordinary and memorable experiences, for instance by organising cultural events, fostering unforgettable moments and encouraging visitors to return.
This study integrates social interaction theory, tourist experience and the TPB in an effort to enhance revisit intention, with previous halal experience contributing most significantly to this outcome.
