Faith, ecology and leisure: understanding young Muslim tourists’ attitudes towards mangrove ecotourism

Purpose This study aims to investigate young Muslim tourists’ attitudes towards mangrove ecotourism by examining how consumption value, environmental responsibility and religious responsibility contribute to shaping these attitudes. Design/methodology/approach Data were collected through a survey of 234 young Muslim tourists visiting mangrove ecotourism destinations in Riau Province, Indonesia. Partial least squares structural equation modelling was used to analyse the data. Findings Environmental knowledge and concern significantly influence attitudes towards mangrove ecotourism, with knowledge being the strongest predictor. Consumption value indirectly shapes attitudes through environmental concern, whereas religiosity indirectly influences attitudes by enhancing consumption value, environmental concern and knowledge, highlighting their interconnected roles in shaping positive attitudes. Practical implications Mangrove ecotourism managers should integrate religious values into marketing and educational programmes to enhance the appeal of sustainable tourism practices. Highlighting how mangrove conservation aligns with Islamic teachings and leveraging technology to create engaging and educational experiences can attract young Muslim tourists while promoting pro-environmental behaviours. Originality/value By integrating consumption value theory, green attitude model and religiosity-behaviour model, this study offers a comprehensive perspective on young Muslim tourists’ attitudes towards green services in religiously oriented ecotourism contexts.