FACTORS INFLUENCING MUSLIM MILLENNIALS TRAVEL INTENTION TO HALAL TOURISM DESTINATIONS IN INDONESIA

Abstract

Purpose The objective of this research is to find out the influence of knowledge, religiosity, destination image, and electronic word of mouth towards Muslim Millennials attitude. Then, the influence of Muslim Millennials attitude towards their travel intention to Halal tourism destinations in Indonesia. Design/Methodology/Approach This research is a quantitative research, 38 item statements of the questionnaire were distributed by using Google Form as a tool and were spread to the respondents who are Muslim Millennials in Indonesia through social media. Finally, the analysis was performed on 317 respondents. The data were validated through construct validity and reliability and using Structural Equation Modelling to test the hypotheses. Findings This research has found that religiosity, destination image, and electronic word of mouth influences Muslim Millennials attitude and Muslim Millennials attitude influences their travel intention to Halal tourism destinations in Indonesia. Meanwhile, knowledge does not influence Muslim Millennials attitude towards Halal tourism destinations in Indonesia. Originality/Value This research provides initial insight into the influence of knowledge, religiosity, destination image, and electronic word of mouth towards Muslim Millennials xiv attitude and its implication on Muslim Millennials travel intention to Halal tourism in Indonesia, it suggests how to increase the number of Muslim Millennial tourists travel intention to visit Halal tourism destinations in Indonesia.