Exploring Factors Influencing International Muslim Tourists' Intentions Towards Homestays in Sabah, Malaysia

Abstract

The rapid growth of the Muslim tourism market worldwide and its impact on global tourism development have led to the competition among countries to attract Muslim travelers. The study aims to address the lower number of international Muslim tourists visiting Sabah's homestays despite Malaysia's status as a top Muslim tourism destination. Based on the content analysis, the intention to visit homestays is influenced by halal image, halal awareness, and religiosity. The article underscores the significance of homestays in Sabah's tourism industry, its potential for rural socio-economic development, and the need to tap into the emerging market of Muslim tourists. The findings could provide insights for homestay marketers and operators to enhance halal image, increase halal awareness, and consider religiosity when targeting Muslim tourists, contributing to the growth of Sabah's tourism sector and rural economies. This study adds to the existing literature on Muslim tourists' intentions and sheds light on a less explored context of homestay tourism.