The Impact of Halal Awareness on Intention Toward Halal Tourism: A Study on Generation Z Muslims in Bengkulu

Abstrak

This research aims to identify important factors that influence the travel intentions of Generation Z Muslims in Bengkulu to visit halal tourism using the TPB model 
approach. The respondents are Generation Z Muslims who live in Bengkulu Province and were selected using a purposive sampling method. It was found that the intention of Generation Z Muslims to visit halal tourist destinations was influenced by several factors, such as attitudes, perceived control behavior, subjective norms, and halal awareness. Overall independent factors have a positive effect on intention. The findings of the study can be used to inform the development of halal tourism products and services that are tailored to the needs of Generation Z Muslims.