Halal visit probabilities: Insights from Indonesia’s super priority destinations

Nia Agmon and Fauziah Eddyono
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Nia Agmon: Universitas Sahid
Fauziah Eddyono: Universitas Sahid

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 7, 99-107

Abstract: Although halal tourism has attracted growing scholarly attention, existing studies predominantly emphasize market potential, tourist perceptions, and promotional strategies. To date, no research has rigorously examined the probability of Muslim tourists’ visit decisions by integrating halal attributes, religiosity, and attitudes within Indonesia’s five Super Priority Destinations (SPDs). Addressing this gap, the present study applies a quantitative design using a probabilistic logit model based on survey data from Muslim tourists. The findings reveal that the completeness of halal attributes substantially increases the probability of destination choice, while religiosity and positive tourist attitudes further strengthen the likelihood of visits. These results demonstrate that halal tourism decisions can be modelled as a probabilistic function of destination attributes rather than solely as cultural or religious expressions. The study highlights the critical role of Destination Management Organizations (DMOs) in institutionalizing halal standards, thereby enhancing visit probabilities, boosting competitiveness, and ensuring sustainable tourism development. Key Words: Halal tourism; Probabilistic logit model; Halal attributes; Religiosity

Date: 2025
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