The understanding of the Islamic community's intention toward religious tourism

Mu'ammar, Zuhdi and Sudarsono, Heri and Rahmi, Asri Noer and Hawariyuni, Weni (2023) The understanding of the Islamic community's intention toward religious tourism. Asian Journal of Islamic Management (AJIM), 5 (2). pp. 117-128. ISSN 2722-2330

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Abstract

This study aims to analyze the influence of attitudes, subjective norms, perceived behavioral control, service quality, and religious tourism literacy on people's intention in recommending and returning to religious tourism destinations through a questionnaire distributed via broadcast on social media. This research uses a quantitative data processing method using structural equation modeling partial least squares (SEM-PLS) analysis with the SmartPLS 3.3 statistical tool. The results of this study show that subjective norms (SN), attitudes (ATT), and religious tourism literacy (RTL) have a significant influence on the intention to recommend and revisit religious tourism. Meanwhile, service quality (SQ) and perceived behavioral control (PBC) were not accepted and did not have a significant effect on the intention to recommend and revisit religious tourism.

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