Revisiting Muslim-Friendly Hospitality: A TPB-Based Conceptual Framework of Halal Value, Tourist Satisfaction, and Revisit Intention

The global Muslim tourism market continues to expand rapidly, intensifying the need for deeper insights into value creation within Muslim-friendly hospitality (MFH). This conceptual study develops a framework grounded in the Theory of Planned Behavior (TPB), positioning halal value as a belief-based antecedent, tourist satisfaction as an evaluative attitude, and revisit intention as behavioural intention. Unlike prior approaches that treat halal attributes as operational requirements or narrow subdimensions of Muslim Tourist Perceived Value (MTPV), this paper reconceptualizes halal value as a higher-order experiential construct encompassing both Islamic physical attributes—such as halal food, prayer facilities, and Muslim-friendly amenities—and Islamic non-physical attributes, including trust, ethical service, spiritual assurance, and modest hospitality interactions. The proposed model suggests that halal value exerts both a direct influence on revisit intention and an indirect effect mediated through tourist satisfaction. Theoretically, the study extends TPB into Islamic hospitality by elevating halal value to a strategic determinant of loyalty formation, thereby offering a parsimonious yet contextually relevant explanation of Muslim tourist behaviour. Practically, the framework provides guidance for MFH operators to move beyond certification-based compliance toward integrated halal experiences that foster trust, comfort, satisfaction, and repeat visitation. By advancing halal value as a multidimensional experiential driver of loyalty, this study contributes to the growing discourse on Islamic hospitality and tourism. It offers both scholarly insights into the extension of TPB and managerial implications for enhancing customer satisfaction and strengthening revisit intention in Muslim-friendly hotels.