The moderating role of perceived behavioral control in predicting Muslim tourists’ halal tourism intention: a developing country perspective

Abstract

Purpose Halal tourism despite its increasing contributions toward the global tourism industry, remains a nascent field of research, in particular, investigations that explore the drivers of halal tourism purchase intention of Muslim tourists are insufficient. To contribute to this end, this study aims to examine the moderating role of perceived behavioral control (PBC) on attitude, subjective norms (SN) and behavioral intention by applying the theory of planned behavior. Design/methodology/approach The conceptual model is tested by using structural equation modeling based on the data collected from 306 Muslim tourists of Bangladesh. Findings The results reveal that PBC moderates the relationship between attitude and halal tourism intention. Halal tourism intention is also influenced by attitude and PBC but not by SN. Research limitations/implications Findings of the study contributed to halal tourism literature by identifying the role of perceived autonomy and capacity on halal tourism intention and by offering an understanding of the underlying psychological drivers of halal tourism choice. Practical implications This would help the marketer to design suitable halal tourism offerings to fulfill the unique needs of this less explored tourism market. Originality/value To the best of the authors’ knowledge, this is perhaps the first study in the context of the Bangladesh tourism sector that focuses on customers’ halal tourism intention. The study’s findings are crucial in Islamic marketing and halal tourism.