Halal Tourism in West Java: Behavior and Preferences of Non-Muslims Based on TPB Theory in Indonesia

Abstract: Research Objectives: This study aims to investigate the behavior and preferences of non-Muslim tourists towards halal tourism offerings in West Java using the Theory of Planned Behavior (TPB) as a theoretical framework. The objectives include understanding the attitudes, subjective norms, and perceived behavioral control influencing non-Muslim tourists' intentions and behaviors related to halal tourism in the region. Methodology: A sample of 116 non-Muslim respondents will be surveyed to assess their attitudes, subjective norms, and perceived behavioral control towards halal tourism in West Java. Data will be analyzed using SPSS 20.0 and Smart-PLS 3.0 software to evaluate the relationships between these variables and non-Muslim tourists' intentions and behaviors towards halal tourism offerings. Finding: The study will analyze the data to determine the impact of Halal Tourism's subjective norms, perceived behavioral control, and Attitude on non-Muslim tourists' preferences and behaviors regarding Halal tourism in West Java. As a result, Halal Tourism's subjective norms do not affect Halal Tourism Visit Intention, while Halal Tourism's subjective norms and attitudes affect Halal Tourism's visit intention. Practical Implications: The findings of this research will offer valuable insights for tourism stakeholders and destination managers in West Java to tailor their offerings to better cater to the needs and preferences of non-Muslim tourists. By understanding the factors that drive non-Muslim tourists' intentions and behaviors towards halal tourism, stakeholders can enhance the overall tourism experience for this segment of visitors, ultimately contributing to developing more inclusive and appealing halal tourism products in West Java. Originality: The novelty of this research lies in several aspects, namely: New focus: Most similar research focuses on Muslim tourists. This research shifts to a non-Muslim perspective. West Java was chosen as a case study location because of its significant potential in halal tourism, although there is still minimal research. This study will explore how non-Muslim tourists respond to the integration of cultural and Islamic religious elements in halal tourism. Motivational factors: This research will identify the elements that encourage non-Muslim tourists to choose halal tourist destinations.