An Integrative Model Analyzing Revisit Intentions and Behavior in Halal Tourism: Evidence from Indonesia

The purpose of this study is to investigate the factors that influence tourist behavior and revisit intentions in the context of halal tourism. The antecedent variables in this study included religiosity, digital halal literacy, halal destination features, contentment, and trust. This is a quantitative study that used travelers that visited halal tourism attractions in West Sumatra, Indonesia, as the sample population. The sample size was 400 respondents. The data were analyzed using the partial least squares–structural equation model (PLS-SEM). We discovered that religiosity is an important predictor of contentment and trust. Satisfaction was achieved through digital halal literacy and halal destination qualities and was found to have a significant influence on trust, tourist behavior, and revisit intentions. Finally, trust was found to have a significant association with intention to revisit and behavior. The results of this research are insightful for managers and policymakers on how to provide halal tourism attributes and analyze tourists’ digital halal literacy that lead to tourist satisfaction. This study also provides further knowledge to policymakers and local authorities on how to promote future tourist participation in halal tourism development in Indonesia; thus, it can help create more tourist returns for further visits to the same location in the future.