Yan Putra Timur, Ahmad Ajib Ridlwan, Sri Abidah Suryaningsih, Khusnul Fikriyah, Fitriah Dwi Susilowati, Azidni Rofiqo
Purpose – The study aims to investigate the push, pull and mooring effects toward switching intention to halal tourism. Design/methodology/approach – This study is a quantitative study by accommodating a convenience sampling approach and google form media as a medium for distributing questionnaires. The object of this study is 420 Muslim tourists who have visited at least once in halal tourist attractions in Indonesia. The data were processed using a partial least squares structural equation modeling approach using the SmartPLS 4.0. Findings – The results of the study indicate that the push factors (low service, low satisfaction and low trust), pull factors (future expectation, alternative attractiveness and Sharia compliance) and religiosity have a positive and significant influence on the switching intention in tourism. In contrast, social influence has an insignificant effect on the switching intention toward halal tourism. Research limitations/implications – This study only accommodates Muslim and domiciled respondents in Java Island, Indonesia. Practical implications – Improving service quality and information, particularly related to the needs of Muslim travelers (such as the availability of halal food, prayer facilities, and so on), is highly recommended as a differentiating strategy that can enhance brand equity for halal tourism providers. The government and halal tourism stakeholders can collaborate with various parties, such as universities or associations, to organize seminars, public lectures and training programs. Originality/value – This study expands the understanding of the key determinants of switching behavior to halal tourism destinations. To the best of the author’s knowledge, this study is the first study to examine switching behavior to halal tourism and the first study to use push-pull-mooring theory in the context of halal tourism. © 2025 Emerald Publishing Limited
Department of Islamic Economics, Faculty of Economics and Business, Universitas Negeri Surabaya, Surabaya, Indonesia
