This study aims to analyze tourists’ attitudes toward halal tourism (HT) by integrating the knowledge-belief-norms theory and place attachment.
Partial Least Square-Structural Equation Modeling was used to analyze the data collected from 255 tourists who have visited Yogyakarta, Indonesia, using an online survey.
This research produced findings that attitudes toward the attributes of HT affect the perceived benefits positively, while the perceived benefits affect both place identity and place dependence positively. This research also offers insights into the mediating effects of perceived benefits on the influence of attitude toward HT’s attributes on place dependence and the mediating effects of place dependence on the influence of perceived benefits on attitudes toward HT development.
The theoretical contribution of this research pertains to the use of knowledge-belief-norms theory and place attachment in constructing the modeling of HT development.
The research results raise the need to define HT criteria in a more directive manner. Both the tourism industry and destination management need to have clear guidance on developing HT destinations. Further, the results of this research indicate that tourist–place relationships can be an important factor in understanding tourists’ attitudes toward HT development.
This research has an important social implication on the development of HT in a multicultural/ multireligious countries. Because HT is rooted in Islamic beliefs, tourists with different beliefs can have misinterpretations of the norms behind it. Further research needs to compare scores on HT attributes, perceived benefits, perceived concerns and attitudes toward HT from Muslim and non-Muslim tourists.
The majority of research focuses on its economic potential. In fact, a decision to develop HT – which is rooted in Islamic teaching – must be understood as being values-driven. Further, the existing research has not specifically mentioned the attributes that are requirements for the development of HT. This research provides fresh insight into its development by including the attributes of HT so that tourists can form their opinions more definitively.
