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Muslim-friendly tourism (MFT) is rapidly gaining global attention due to the growing demand for halal-compliant and inclusive travel services. This study examines the differential impact of perceived halal products and services on emotional experiences, satisfaction, and behavioral intentions among Muslim and non-Muslim tourists visiting three leading Indonesian halal destinations: Aceh, West Sumatra, and West Nusa Tenggara. Using Structural Equation Modeling–Partial Least Squares (SEM-PLS) and Multi-Group Analysis (MGA), data were collected from 427 respondents between 2021 and 2024. The results reveal that Muslim tourists exhibit stronger emotional and satisfaction responses due to religious congruence, while non-Muslim tourists value cleanliness and cultural uniqueness. Emotional experience significantly predicts behavioral intention for Muslim tourists, but not for non-Muslims. The findings emphasize the necessity of designing inclusive halal tourism experiences that accommodate interfaith travelers while maintaining religious integrity. This research contributes to the advancement of Muslim-friendly tourism strategies through an integrated emotional-behavioral framework and offers insights for destination managers and policymakers to enhance competitiveness and interfaith acceptance.Keywords: Muslim-friendly tourism, halal perception, emotional experience, tourist satisfaction, behavioral intention, multi-group SEM-PLS, interfaith travel.

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Bridging Perceptions Across Faiths: Emotional and Behavioral Responses to Muslim-Friendly Tourism in Indonesia

  • 章节

  • 发表日期：

    2026年

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  • Habibullah,
  • Dimas Bagus Wiranatakusuma,
  • Dzuljastri Abdul Razak,
  • Ghalieb Mutig Idroes

摘要

Muslim-friendly tourism (MFT) is rapidly gaining global attention due to the growing demand for halal-compliant and inclusive travel services. This study examines the differential impact of perceived halal products and services on emotional experiences, satisfaction, and behavioral intentions among Muslim and non-Muslim tourists visiting three leading Indonesian halal destinations: Aceh, West Sumatra, and West Nusa Tenggara. Using Structural Equation Modeling–Partial Least Squares (SEM-PLS) and Multi-Group Analysis (MGA), data were collected from 427 respondents between 2021 and 2024. The results reveal that Muslim tourists exhibit stronger emotional and satisfaction responses due to religious congruence, while non-Muslim tourists value cleanliness and cultural uniqueness. Emotional experience significantly predicts behavioral intention for Muslim tourists, but not for non-Muslims. The findings emphasize the necessity of designing inclusive halal tourism experiences that accommodate interfaith travelers while maintaining religious integrity. This research contributes to the advancement of Muslim-friendly tourism strategies through an integrated emotional-behavioral framework and offers insights for destination managers and policymakers to enhance competitiveness and interfaith acceptance.Keywords: Muslim-friendly tourism, halal perception, emotional experience, tourist satisfaction, behavioral intention, multi-group SEM-PLS, interfaith travel.