How Do Behavioral Factors, Past Experience, and Emotional Events Influence Tourist Continuance Intention in Halal Tourism?

Abror Abror, Dina Patrisia, Yunita Engriani, Firman Firman, Muthia Roza Linda, Vanessa Gaffar, Usep Suhud, Sunthorn Boonkaew and Somnuk Aujirapongpan ()
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Abror Abror: Faculty of Economics and Business, Universitas Negeri Padang, Padang 25132, Indonesia
Dina Patrisia: Faculty of Economics and Business, Universitas Negeri Padang, Padang 25132, Indonesia
Yunita Engriani: Faculty of Economics and Business, Universitas Negeri Padang, Padang 25132, Indonesia
Firman Firman: Faculty of Economics and Business, Universitas Negeri Padang, Padang 25132, Indonesia
Muthia Roza Linda: Faculty of Economics and Business, Universitas Negeri Padang, Padang 25132, Indonesia
Vanessa Gaffar: Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40154, Indonesia
Usep Suhud: Faculty of Economics, Universitas Negeri Jakarta, East Jakarta 13320, Indonesia
Sunthorn Boonkaew: School of Accountancy and Finance, Walailak University, Nakhon Si Thammarat 80160, Thailand
Somnuk Aujirapongpan: Faculty of Management Science, Silpakorn University, Phetchaburi 76120, Thailand

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-17

Abstract: This study aims to examine the determinants of tourist continuance intention in halal tourism in Indonesia and extend the Theory of Planned Behavior (TPB) model by incorporating sustainable tourist citizenship behavior (STCB) and tourists’ emotional events and past halal experiences to provide a rounded understanding of Muslim tourists’ revisit intentions. This quantitative study employed partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from 500 Muslim tourists who visited halal destinations in West Sumatra. The findings reveal that their STCB, attitudes, subjective norms, and perceived behavioral control significantly influence their continuance intention. Moreover, the empirical findings indicate that tourists’ emotional events and past halal experiences positively affect the TPB constructs, further strengthening the behavioral outcomes. All the proposed hypotheses were supported by the model and highlight the critical roles of psychological, experiential, and behavioral factors in shaping tourist loyalty. The results of this study contribute to the theoretical advancement of halal tourism behavior and offer practical suggestions for destination management to enhance sustainable engagement and repeat visitation among Muslim travelers.

Keywords: tourist continuance intention; sustainable tourist citizenship behavior; theory of planned behavior; tourist emotional event; past halal experience (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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