Travel decision-making process through Hallyu (Korean Wave) consumption via new media: religious constraints as a moderator

Purpose This study aims to examine how exposure to Hallyu (Korean Wave) new media content influences Muslim women’s intentions to visit South Korea while considering the moderating role of religious commitment within the attention–interest–desire–action (AIDA) model. Design/methodology/approach An online survey was conducted with 281 Muslim women from Southeast Asia who regularly consumed Hallyu content but had never visited South Korea. Structural equation modeling tested the relationships among viewing frequency, affective and cognitive interest, travel desire and travel intention and assessed how religious constraints moderated these relationships. Findings Frequent exposure to Hallyu content enhances affective and cognitive interest, which increase travel desire and intention. However, religious commitment moderates these effects: respondents with lower religious constraints relied more on affective interest, whereas those with higher religious constraints were more influenced by cognitive interest in forming travel desire. Research limitations/implications The study focuses on Muslim women from specific Southeast Asian countries who have not visited South Korea. Future research can explore other markets and contexts to validate and refine the findings. Practical implications Tourism marketers and policymakers should consider religious and cultural factors when designing campaigns. Providing tailored information about halal facilities, prayer spaces and culturally sensitive attractions can align marketing strategies with Muslim travelers’ needs and values. Originality/value By integrating the AIDA model with religious constraints, this study advances theoretical understanding of media-driven tourism decision-making within Islamic contexts. It offers insights into how cultural and religious considerations shape destination choice, contributing to a nuanced perspective in Islamic marketing and tourism research.