Exploring environmentally responsible behavioral drivers of green Muslim-friendly tourism

The objectives of this research are to develop criteria for Muslim-friendly destinations based on environmental protection norms that are in accordance with environmental fiqh in Islam, test the influence of social norms, personal norms, ascribed responsibility, awareness of consequences, and control of behavior in shaping attitudes toward tourism destinations, and test the influence of attitudes toward tourism destinations on environmentally responsible behavior. This is a quantitative study. A survey was conducted by distributing a questionnaire to 258 respondents who were visiting Yogyakarta. A unified model that combines the Norm Activation Theory and the Theory of Planned Behavior was tested using Partial Least Squares. This research provides a theoretical contribution because it combines the Norm Activation Theory and the Planned Behavior Theory in the context of integrating the development of Muslim-friendly tourism and green tourism. The practical contribution of this research is in the emphasis on and expansion of environmental protection criteria in the development of Muslim-friendly tourism destinations. Islam provides the inspiration and basis for formulation of social norms/ normative beliefs to shape the personal norms of Muslims in shaping their attitudes toward Muslim-friendly destinations and environmentally responsible behavior. The results of the study indicate that environmentally responsible behavior of tourists is shaped through the internalization of social norms into personal norms, awareness of consequences, and attitudes toward Muslim-friendly destinations. Meanwhile, ascribed responsibility and perceived behavioral control do not play a role in shaping environmentally responsible behavior.