Optimizing Islamic marketing strategies for sustainable tourism: insights into tourist behavior and preferences in India

Purpose This paper aims to delve into the intricate application of Islamic marketing strategies as a catalyst for augmenting sustainable tourism, with a particular focus on discerning tourist behavior and preferences within the Indian context. The study is intended to assess the impact of Islamic marketing principles – centered on ethical consumption, cultural reverence and social justice – on sustainable tourism practices. Design/methodology/approach Anchored in the Theory of Planned Behavior, this research meticulously explores the interplay between tourists’ attitudinal dispositions toward Islamic marketing, the influence of subjective norms within their social milieu and their perceived behavioral control over sustainable travel decisions. A comprehensive survey of a diverse tourist cohort is analyzed using Structural Equation Modeling (SEM) to test the hypothesized relationships and evaluate the direct and indirect effects of Islamic marketing on sustainable behavior. Findings The SEM analysis unveils pivotal pathways through which Islamic marketing paradigms substantially shape tourists’ proclivities toward sustainability, reinforce normative expectations favoring responsible travel and enhance perceived agency over sustainable travel choices. These findings underscore the pivotal efficacy of Islamic marketing frameworks in fostering environmentally and socially responsible tourism. Originality/value The research provides profound insights for marketers and policymakers, advocating for the strategic incorporation of Islamic ethical values into tourism marketing to synergize with sustainability imperatives and cater to the nuanced preferences of the Indian tourism market.