Connecting halal culinary content and tourist intentions: a framework of image, trust and behavioral drivers

Purpose This study aims to explore how halal culinary content (HCC) influences tourists’ trust, image perceptions and intention to visit halal culinary tourism destinations by focusing on the mediating roles of trust and image. Design/methodology/approach A survey of 426 Indonesian respondents familiar with halal food content was conducted. Data were analyzed using partial least squares structural equation modeling. Findings HCC significantly improves both the image and trust in halal culinary tourism. Trust strongly drives the intention to visit, while image alone does not directly influence intention. Trust plays a key mediating role between content and visit intention. Practical implications Tourism stakeholders should focus on delivering authentic halal content, ensuring clear certification and embracing cultural diversity to build trust. Leveraging social media and artificial intelligence-based halal recognition tools can boost credibility and reach. Originality/value This study offers a novel framework linking HCC, trust and tourist behavior and highlights the strategic role of digital content and cultural identity in promoting halal tourism.