Purpose This research is motivated by the lack of empirical studies exploring the overall image of halal tourism, particularly in terms of emotional, cultural and value-driven factors. The purpose of this study is to offer a deeper understanding of the perceptions shaping the overall image of halal tourism. A new model was developed and tested, incorporating conative factors into the existing theoretical framework to better explain the drivers of tourists’ perceptions and behaviors toward halal tourist destinations. Design/methodology/approach A field survey using a questionnaire was conducted to collect data, resulting in 305 valid responses. A confirmatory factor analysis was then used to assess the quality of the measurements, while structural equation modeling was used to test the research hypotheses and achieve the study’s objectives. After that, a series of model comparisons using structural analysis were performed. Findings The results reveal that the perceived value of quality does not have a significant effect on the affective image of halal tourism, while the perceived value of money significantly influences the affective image. Furthermore, the affective image was found to positively impact both the intention to visit and the commitment to visiting halal tourist destinations. However, intention to visit and commitment were not found to significantly affect the overall image of halal tourism. These findings suggest that the emotional and value-related factors play a stronger role in shaping tourists’ attitudes and behaviors than the cognitive factors associated with service quality or price. Originality/value This study provides valuable insights into understanding the factors influencing the overall image of halal tourism, particularly in the context of emotional and value-driven experiences. It highlights the significant role of the perceived value for money and affective images in shaping tourists’ intentions and commitment to visiting halal tourist destinations. The findings contribute to the development of frameworks for future research on halal tourism, with a focus on the emotional, cultural and spiritual aspects in both Muslim and non-Muslim destinations, especially in developing countries.
Wahyudin et al. (Tue,) studied this question.