Bridging inclusivity in halal tourism: a comparative analysis of Muslim and non-Muslim perspectives in Indonesia

Purpose The purpose of this study is to investigate the factors influencing visit intention (VIN) toward halal tourism destinations through a comparative analysis of Muslim and non-Muslim respondents. This paper also explores the mediating role of electronic word-of-mouth (EWOM) in the relationship between halal brand personality, perception of halal tourism destination, religious belief and institutional factors (I) and VIN. Design/methodology/approach A quantitative method was used, collecting data from 152 respondents using purposive proportional sampling. Structural Equation Modeling-Partial Least Squares (SEM-PLS) and multigroup analysis were used to analyze the relationships and compare responses across religious groups. Findings Institutional factors significantly affect both EWOM and VIN, highlighting the role of social norms in shaping tourist behavior. No significant difference was found between Muslim and non-Muslim respondents in their intention to visit halal tourism destinations, suggesting that halal tourism may appeal across religious boundaries. Research limitations/implications First, this study focuses on the geographical context of Indonesia and may not fully represent the dynamics of halal tourism in other countries. Second, the quantitative research design used does not fully capture the complex social and cultural nuances related to the perception of halal tourism. Therefore, further studies with a qualitative or mixed methods approach can provide a deeper and more contextual understanding. For the next research agenda, it is recommended to explore the dynamics of the relationship between halal tourism and local identity in various multicultural destinations. Practical implications The practical implications of this research result are to show the importance of communication strategies and tourism policies that emphasize the values of inclusivity, tolerance and diversity. The government and tourism industry players need to develop halal destinations that are not exclusive to Muslims, but can be accessed and enjoyed by all tourists. Therefore, the involvement of stakeholders across religions, cultures and sectors is very important to create sustainable and globally competitive halal tourism policies. Social implications This study shows that halal tourism can promote inclusivity and intercultural understanding, as both Muslim and non-Muslim tourists respond positively to its values. Beyond religion, halal tourism contributes to social cohesion, local empowerment and cultural preservation. Originality/value This study extends the concept of halal brand personality to tourism destinations and applies institutional theory at the individual level. This paper also highlights the underexplored role of EWOM in promoting inclusivity in halal tourism, offering a fresh perspective on ethical tourism development.