An investigation into dynamics of “Halal tourism”: factors influencing Muslim pilgrims' visit intentions to Mecca and Madinah

Purpose This study investigates the factors influencing the visit intentions of Muslim travelers in the context of halal tourism, specifically focusing on their journeys to Mecca and Madinah for Hajj and Umrah. Design/methodology/approach The research employs the theory of planned behavior (TPB) to explore the roles of Halal Awareness, Halal Hospitality, and Halal Product Travel Preferences. A cross-sectional online survey of 320 Pakistani respondents was conducted, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM). Specifically, SmartPLS 4.0 software was employed to estimate the complex model and predict the relationships between the variables. Findings The results reveal significant relationships between Halal Awareness, Halal Hospitality and Halal Product Travel Preferences, and their impact on visit intentions. It identifies the mediating roles of Halal Travel Motivation and Halal Destination Image, demonstrating that enhancing awareness and providing tailored hospitality services boost travelers' motivation and perceptions of destinations. Practical implications The findings underscore the necessity for the hospitality industry to adopt policies and strategies catering to the unique demands of Muslim travelers. By focusing on halal-friendly services, tourism marketers and policymakers can enhance satisfaction and foster loyalty among this demographic. Originality/value This study contributes to the existing literature by addressing a research gap concerning Muslim travelers' behaviors and preferences in halal tourism. It provides valuable insights for improving service offerings and promoting cultural understanding within the global tourism framework, laying a foundation for future inquiries in this emerging sector.