The determinants of Muslim millennials’ visiting intention towards halal tourist attraction

Purpose - This study aims to investigate the relationship between destination image (DI), travel motivation, religiosity, Islamic attributes of destination and the Muslim millennial’s visiting intention to halal tourist attraction. Design/methodology/approach - Using quantitative method, this study analyses responses to a questionnaire distributed to 200 respondents living in various province in Indonesia. To prove the hypothesis, the data collected are analysed using partial least square-structural equation modelling (PLS-SEM). Findings - This study shows that there is significant relationship positively between travel motivation, religiosity, Islamic attributes of destination and Muslim millennials’ visiting intention to Lombok as halal tourist attraction. However, the DI shows insignificant impact on Muslim millennials’ visiting intention. The results confirm that travel motivation, religiosity and Islamic attributes of destination are highly important in encouraging the intention of Muslim millennials to visit halal tourist attraction. Research limitations/implications - This study, however, has limitations. Firstly, the observation of this study is only aimed at Muslim millennials aged from 20 to 40 years. Secondly, the variables used in this study are only four variables. Practical implications - To increase the visiting intention among Muslim millennials to halal tourism destination, the authorities should create and design the concept of halal tourism to attract Muslim millennials by considering the factors in this study. In addition, related parties need to improve halal infrastructure quality to boost halal tourism development. Indonesia is the biggest Muslim country in the world recently, the better promotion and campaign of halal tourism, the more Muslim millennials who are interested to visit halal tourism destination. Originality/value - This study explores Muslim millennials’ visiting intention to halal tourist attraction in Indonesia. The study combines four important determinants affecting Muslim millennials to visit Lombok as one of the halal tourist attractions in Indonesia. In addition to that, literature explaining visiting intention in the context of prospective Muslim millennial is scarce.