Year: 2026 | Month: January | Volume: 13 | Issue: 1 | Pages: 362-372
DOI: https://doi.org/10.52403/ijrr.20260134
Young Muslim’s Intention to Visit Indonesian Destinations: Insights from Halal Tourism Perspective
Almira Balkies1, Hartoyo2, Lilik Noor Yuliati3
1,2,3Department of Management and Business, School of Business, IPB University, Bogor, Indonesia
Corresponding Author: Almira Balkies
ABSTRACT
As the world’s largest Muslim population, Indonesia holds great potential to become a leading destination for Muslim-friendly travel. This potential is reinforced by the growing segment of young Muslim travelers, especially from the millennial and Gen Z generations. Despite this, existing studies on halal tourism in Indonesia tend to focus only on explicitly labeled halal destinations such as Lombok and Aceh, while little is known about young Muslims' interest in visiting other major tourist spots like Bali, Labuan Bajo, or Borobudur. This study aims to analyze the behavioral intentions of young Muslim tourists to visit tourism destinations in Indonesia using the Theory of Planned Behavior (TPB) framework. The research also integrates religiosity and halal knowledge as background variables that influence TPB components—attitude, subjective norm, and perceived behavioral control. A total of 280 valid responses were collected via online survey, and the data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that attitude, subjective norms, and perceived behavioral control significantly influence travel intention. However, religiosity and halal knowledge do not directly affect intention but have an indirect effect through the TPB variables. These results emphasize that young Muslim tourists are more driven by practical factors and social encouragement rather than personal religiosity alone.
Keywords: Halal tourism, Muslim millennials, Travel intention, Theory of Planned Behavior
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