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Article | Journal of Digital Marketing and Communication | Volume 6 - Issue 1 - 2026 | 49−60 | https://doi.org/10.53623/jdmc.v6i1.1200
© 2026 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

Muslim-Friendly Tourism Facilities and Visiting Intention in Halal Tourism: The Mediating Role of Halal Certification Benefits

Author(s): Evi Febriana , Bethani Suryawardani , Ganjar Mohamad Disastra
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Marketing Management Program, Faculty of Applied Sciences, Telkom University, Bandung, Indonesia

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Journal of Digital Marketing and Communication

Volume 6 - Issue 1 - 2026

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Driven by the rising demand for services aligned with Islamic values, halal tourism emerged as a critical segment in Indonesia's hospitality industry. This shift forced destinations to recalibrate how they operationalized religious comfort and structural compliance for Muslim travelers. While existing literature heavily explored Muslim travel behavior through the lenses of destination attributes, religiosity, and perceived value, empirical insights remained sparse regarding how tangible faith-based facilities interacted with institutional trust signals such as halal certification to shape visiting intentions. To explore these dynamics, this study deployed a quantitative research design to evaluate the impact of Muslim-Friendly Tourism Facilities (MFF) on Visiting Intention (MVI), specifically examining the mediating role of Perceived Benefits of Halal Certification (PBH). Utilizing a purposive sampling approach, data were gathered from 250 Muslim respondents and subsequently analyzed via PLS-SEM using SmartPLS 4. The empirical findings substantiated that faith-based amenities shaped visitor behavior through both direct pathways and indirect mechanisms through certification perceptions. Given that the direct link between facilities and intentions remained statistically meaningful alongside the significant indirect path, the perceived benefits of halal certification functioned strictly as a partial mediator.

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SUBMITTED: 18 May 2026
ACCEPTED: 31 May 2026
PUBLISHED: 4 June 2026
SUBMITTED to ACCEPTED: 14 days
DOI: https://doi.org/10.53623/jdmc.v6i1.1200

Cite this article
Febriana, E. ., Suryawardani, B., & Disastra , G. M. . (2026). Muslim-Friendly Tourism Facilities and Visiting Intention in Halal Tourism: The Mediating Role of Halal Certification Benefits . Journal of Digital Marketing and Communication, 6(1), 49−60. https://doi.org/10.53623/jdmc.v6i1.1200
Keywords
Muslim-friendly tourism, halal certification, perceived benefits, visiting intention, halal tourism
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