The Role of Knowledge, Attitude and Subjective Norm on Muslim Tourists^ Behavior in Choosing Halal Hotel and Restaurants: The Case of Indonesians Atie Rachmiatie (a), Maya Tejasari (b), Fitri Rahmafitria (c), Ajeng Ramadjita (d), Ferra Martian (e)
a) Fakultas Ilmu Komunikasi, Universitas Islam Bandung
Jalan Tamansari No. 1, Bandung 40116, Indonesia
*rachmiatie[at]gmail.com
b) Fakultas Kedokteran, Universitas Islam Bandung
Jalan Tamansari No. 20, Bandung 40116, Indonesia
c) Universitas Pendidikan Indonesia
Jalan Dr. Setiabudhi No.229, Bandung
d) Universitas Pendidikan Indonesia
Jalan Dr. Setiabudhi No.229, Bandung
e) Fakultas Ilmu Komunikasi, Universitas Islam Bandung
Jalan Tamansari No. 1, Bandung 40116, Indonesia
Abstract
As a country with the largest muslim population, Indonesia is a potential market for global halal tourism. However, muslim tourists^ behaviour has not yet been explored further and considered to have a low preference for halal tourism. This research was conducted by using the extended theory of planned behaviour (TPB) and adding knowledge as a factor that strongly influences the attitude and behavioural intention of muslim tourists. 207 questionnaires were distributed to Indonesian muslim who traveled to any non-islamic countries and the collected data was analysed using SEM-PLS. The result showed that TPB is very effective in explaining muslim tourists^ behaviour where the strong attitude and self-control in regards to religious obedience are the most influencing factors. Furthermore, the knowledge about the benefits of halal tourism encourages the high attitude and intention to consume halal tourism products.
Keywords: halal tourism, muslim tourist behavior, halal product consumption
