An expansion of the technology acceptance model applied to the halal tourism sector

Abstract

Purpose The increasing number of tourists in the Muslim world every year has encouraged digital business developers and the Sharia banking industry to integrate halal product and service apps with the Sharia mobile banking system. The fourth wave of the industrial revolution has changed the consumer paradigm, creating a young generation that uses digital service transaction systems in their daily lives. This paper aims to investigate the factors that determine intention to use halal tourism apps amongst Muslim tourists to provide insights promoting the development of halal tourism in Indonesia. Design/methodology/approach The research was conducted using an online survey approach. The sample comprised 205 Muslim Millennial and Generation Z travellers. The data collected were analysed using partial least square structural equation modelling. There were three analysis stages: evaluation of the measurement model, assessment of the structural model and hypothesis testing. Findings The findings indicated that trust mediated the relationship between perceived ease of use and perceived usefulness on individual intentions and that halal knowledge positively and significantly impacted individual intentions. In contrast, religiosity was not a significant influence on individual intentions. Originality/value The paper expanded the technology acceptance model by incorporating the key constructs of halal knowledge, religiosity and trust into an integrated research framework; this represented a novel step, especially in the context of halal tourism. The finding that trust mediated the relationship between perceived ease of use and perceived usefulness fills a gap in previous research, which has rarely included the trust construct in technology acceptance models.

Key Determinants of Intention to Visit Halal Tourism in Madura

“…Tourism destinations based on Harahshekh (2019) should establish value-added things like "Halal customer loyalty programmes" to boost halal tourists. Besides that, Berakon et al (2021) stated that technology could support the tourist ecosystem in the hospitality sector generally. Moreover, this technology should be completed by e-marketing because, from the previous study, e-marketing promotion effectively increases tourists' interest in halal tourism (Safira, 2018).…”

“…The effect of social media use on tourism business performance needs further exploration from holistic and reductionist perspectives to understand the interplay between tourism marketing tasks and social media technological capability (Lin et al, 2020). Based on Berakon et al (2021), technological advances and information systems development encourage and stimulate the development of digital applications that respond to tourist needs in the fourth industrial revolution era. Berakon et al (2021) also stated that young Muslim tourists are a sizeable potential tourist group, and 60% use digital technology to enhance their travel experiences.…”

“…Based on Berakon et al (2021), technological advances and information systems development encourage and stimulate the development of digital applications that respond to tourist needs in the fourth industrial revolution era. Berakon et al (2021) also stated that young Muslim tourists are a sizeable potential tourist group, and 60% use digital technology to enhance their travel experiences. These young Muslims also have more control over how they use digital technology to purchase online products and services.…”

“…also stated that practitioners, particularly tourism and hospitality enterprise managers and marketers, must understand what variables affect the performance of different marketing strategies and what technology characteristics are critical for effectively planning and implementing tourism and hospitality marketing Berakon et al (2021). stated that technology could support the tourist ecosystem in the hospitality sector generally Sayogo et al (2017).…”

Business trends & challenges in Islamic FinTech: A systematic literature review

“…2. The impact of Covid-19 pandemic on the number of Islamic mobile banking transactions(Berakon et al, 2021). 3.…”