Examining the Influence of Islamic Norms and Practices on Tourist Future Behavior: The Mediating Role of Satisfaction

Abstract

This study examines how Islamic norms and practices influence tourists’ words of mouth (WoM) through the mediating role of satisfaction in a halal tourism context. Using a cross-sectional quantitative design, data were collected from 210 Muslim tourists and analyzed using structural equation modeling. The results show that all independent variables, including halalness, worship facilities, general Islamic morality, and alcohol&gambling free environments significantly enhance tourist satisfaction. Satisfaction, in turn, has a strong positive influence on WoM. Mediation analysis reveals that satisfaction mediates the relationships between worship facilities, general Islamic morality, and alcohol&gambling free with WoM. However, satisfaction does not mediate the effects of halalness on WoM. These findings highlight the differentiated impact of Islamic attributes and underscore the central role of satisfaction in translating selected destination features into future behavior. The study offers theoretical refinement and practical guidance for prioritizing attributes that effectively enhance tourist WoM toward a halal tourism destination.