Enhancing Muslim Tourists' Travel Intention Through Social Media Tourism Promotion: The Moderating Role of Electronic Word-of-Mouth English
##plugins.themes.bootstrap3.article.main##
Alivia Meyrizka Utami
Sri Ekanti Sabardini
Nur Rokhman
Abstract
Social media has become one of the most influential digital marketing tools in the tourism industry, particularly in promoting halal tourism destinations and influencing tourists' travel decisions. This study investigates the effect of Social Media Tourism Promotion on Muslim Tourists' Travel Intention and examines the moderating role of Electronic Word-of-Mouth (eWOM). A quantitative approach was employed using a survey of 250 Muslim tourists selected through purposive sampling. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that social media tourism promotion has a positive and significant effect on Muslim tourists' travel intention. In addition, electronic word-of-mouth positively moderates this relationship, indicating that positive online reviews and recommendations strengthen the influence of social media tourism promotion on travel intention. This study contributes to the halal tourism literature by highlighting the importance of integrating official digital promotion with consumer-generated online communication to enhance Muslim tourists' intention to visit halal tourism destinations.
Downloads
##plugins.themes.bootstrap3.article.details##
Copyright (c) 2026 Alivia Meyrizka Utami, Sri Ekanti Sabardini, Nur Rokhman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abubakar, A. M., Ilkan, M., Al-Tal, R. M., & Eluwole, K. K. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management, 31, 220–227. https://doi.org/10.1016/j.jhtm.2016.12.005
Aji, H. M., Muslichah, I., & Seftyono, C. (2020). Muslim travellers' intention to visit non-Islamic destinations: The role of halal tourism attributes. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-07-2020-0235
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practices, challenges and future. Tourism Management Perspectives, 19, 150–154. https://doi.org/10.1016/j.tmp.2015.12.008
Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14(1), 83–95. https://doi.org/10.1086/209095
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: Twenty years on and ten years after the Internet. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., et al. (2023). Social media marketing: A framework and future research agenda. International Journal of Information Management, 71, 102669. https://doi.org/10.1016/j.ijinfomgt.2023.102669
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.
Han, H., Al-Ansi, A., Chua, B. L., Tariq, B., Radic, A., & Park, S. H. (2022). The role of social media in shaping tourists' behavioral intentions. Journal of Destination Marketing & Management, 24, 100685. https://doi.org/10.1016/j.jdmm.2022.100685
Handayani, S., Bismala, L., Hasibuan, L. S., Andriany, D., Siregar, G., Hafsah, & Siregar, H. S. (2024). Niat untuk berkunjung ke destinasi halal: Dampak electronic word of mouth, citra destinasi wisata, sosial media dan perilaku konsumen. BISNIS: Jurnal Bisnis dan Manajemen Islam.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms. Journal of Interactive Marketing, 18(1), 38–52.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions. Springer. https://doi.org/10.1007/978-3-319-52459-7
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106
Leung, D., Law, R., van Hoof, H., & Buhalis, D. (2022). Social media in tourism and hospitality: A review of current literature. Journal of Travel & Tourism Marketing.
Purwanto, N., & Rofiah, C. (2020). Pengaruh electronic word of mouth terhadap minat berkunjung dengan mediasi Theory of Planned Behavior pada obyek wisata halal di Kabupaten Jombang. Jurnal Nusantara Aplikasi Manajemen Bisnis, 5(2), 270–283. https://doi.org/10.29407/nusamba.v5i2.14835
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
Tuten, T. L., & Solomon, M. R. (2022). Social Media Marketing (4th ed.). Sage Publications.
Wijaya, C. O., Wijaya, S., & Jaolis, F. (2025). The influence of social media content on attitude, destination image and intention of female Muslim travelers to visit halal destinations. Journal of Islamic Marketing, 16(2), 402–427. https://doi.org/10.1108/JIMA-08-2023-0235