Islamic sensitivities and destination loyalty among halal-sensitive tourists: a parallel mediating role

Abstract

Purpose This study aims to explore the impact of Islamic sensitivities on destination loyalty among halal-sensitive tourists (HSTs). This study also examined the parallel mediating roles of destination image and travel motivation in this relationship. Design/methodology/approach Data were collected from HSTs attending the Halal Summit and Halal Expo events from various locations worldwide, yielding 767 valid responses. The proposed model was analyzed using the IBM SPSS (version 23) and AMOS (version 23) software packages, Hayes Process macro (version 4.1) and the bootstrapping technique. Findings The findings demonstrate that Islamic sensitivities have a positive and statistically significant influence on destination loyalty. Furthermore, the results indicated that destination image and travel motivation partially mediated the relationship between Islamic sensitivity and destination loyalty. Originality/value The literature review conducted on Muslim-friendly tourism (MFT) literature revealed a scarcity of studies investigating the factors influencing destination loyalty among HSTs. This study contributes to the limited body of literature on MFT by examining the mediating roles of destination image and travel motivation in fostering destination loyalty among HSTs.