Digital halal literacy and halal destination attribute as the antecedents of revisit intention

Abstract

Purpose This paper aims to explore the influence of digital halal literacy and halal destination attributes on revisiting intention through satisfaction and trust as mediating variables. Design/methodology/approach The study collected data from 308 domestic tourists in Indonesia who visited urban tourist destinations using a Likert-scale questionnaire, conducted between June and July 2023, and analysed using PLS-SEM for comprehensive data collection. Findings Digital halal literacy and halal destination attributes significantly impact tourist satisfaction and trust, potentially leading to the desire to revisit previously visited destinations. The higher the digital halal literacy and halal destination attributes, the higher the satisfaction and trust of tourists towards these destinations, potentially resulting in their intention to revisit. Research limitations/implications This study focused on the Greater Bandung area in western Indonesia, a popular tourist destination. Future studies should explore the eastern region and its surroundings, as they do not differentiate between nature-based and man-made tourism. Practical implications The absence of information on halal tourism destinations hinders travellers' understanding and decision-making, particularly considering the preference for symbols as a means of communication, a crucial factor that destination managers must consider. Social implications Visual elements, such as symbols and signage, significantly influence tourist behaviour and experiences, leading to the decision to revisit the destination. Originality/value The integration of digital halal literacy and halal destination attributes offers a comprehensive understanding of halal tourism, particularly in terms of revisit intentions.