Purpose This study aims to investigate how electronic word-of-mouth (eWOM) and destination image (DI) influence the visit intention (VI) of Indonesian Muslim tourists to a non-Islamic destination, Taiwan. It extends the theory of planned behavior (TPB) by examining the mediating roles of attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC) with DI incorporated as both a predictor and mediator. Design/methodology/approach A quantitative approach was used using survey data from 440 Indonesian Muslim respondents. The research model was tested using partial least squares structural equation modeling (SmartPLS 4). Measurement constructs were adapted from validated TPB and tourism studies and assessed for reliability and validity. The study also explored the indirect pathways through which eWOM influences VI. Findings The results indicate that eWOM significantly and directly influences VI. In addition, ATT, SN, PBC and DI significantly mediate the relationship between eWOM and VI, with DI being the strongest mediator. Research limitations/implications This study has several limitations. First, other psychological, cultural or social factors beyond eWOM and DI may influence Muslim travelers’ intentions. Second, TPB may not fully capture intrinsic motivations like spirituality or personal growth. Future studies could integrate frameworks such as self-determination theory, theory of consumption value, social cognitive theory or integrated theory of consumer behavior. Third, the focus on Indonesian Muslims visiting Taiwan limits generalizability. Expanding to other cultural groups or destinations is recommended. Lastly, the cross-sectional design prevents causal inference. Longitudinal or experimental approaches could offer deeper insights into how perceptions and intentions evolve over time. Practical implications These findings emphasize the importance of developing positive digital narratives and DI strategies to enhance the appeal of non-Islamic destinations to Muslim tourists. Stakeholders should leverage social media, user-generated content and visual branding that address both emotional resonance and religious accessibility. Social implications Beyond market strategies, this study highlights the broader social impact of inclusive tourism. By accommodating Muslim travelers’ needs, destinations can foster greater intercultural understanding, tolerance and mutual respect. Promoting Halal-friendly services in non-Islamic settings supports cultural sensitivity and challenges stereotypes. These efforts contribute to a more respectful global tourism landscape, where diversity is valued and celebrated. Encouraging respectful engagement across cultures not only enhances the travel experience for Muslim tourists but also promotes social harmony within host communities. Originality/value Unlike prior studies that focus on Muslim-majority destinations, this research highlights how non-Islamic countries like Taiwan can attract Muslim tourists by accommodating their faith-based needs. By integrating eWOM and DI into TPB, the study offers valuable theoretical and empirical insights into the behavioral decision-making of Muslim travelers in multicultural tourism contexts.
Chang et al. (Sat,) studied this question.