Purchase intention for Muslim-friendly hotels: exploring the roles of religiosity and the Theory of Planned Behavior

This study aims to investigate the impact of the Theory of Planned Behavior (TPB) on predicting purchase intention for Muslim-friendly hotels (MFH). Additionally, this study examined the impact of religiosity (RG) on TPB. Data were collected using a survey technique from 272 individuals who preferred or intended to prefer MFHs selected through a convenience sampling method. The RG has a significant and positive impact on TPB dimensions. The study indicates that MFHs should be able to navigate the socio-environmental factors that influence Muslim travelers in Türkiye. Moreover, because of the significant impact of RG on TPB, it is significant for hotels to provide services while also considering the religious sensitivity of Muslim travelers. This study is valuable because it examines Muslim travelers' purchase intentions towards MFHs within the TPB framework. Furthermore, this study fills a gap in the literature by examining the effects of RG on TPB in a specific population.