Perceived Behavioral Control as the Key Driver of Islamic Tourism Intention: A Theory Planned Behavior (TPB) Approach

Abstract

Islamic tourism extends far beyond the provision of halal food, it represents a holistic travel experience that enables Muslims to fulfil their religious responsibilities, including observing prayer times, maintaining modesty in recreational activities, and avoiding prohibited elements such as alcohol, gambling, and unethical entertainment. Within this setting, the Theory of Planned Behavior (TPB) serves as a robust and widely applied framework for understanding behavioral intention. According to TPB, intention is influenced by three core components: attitude toward the behavior, subjective norms, and perceived behavioral control (PBC). In this conceptual paper, PBC is the central focus. It refers to an individual’s perception of their capability to perform a behavior, shaped by both internal competencies and external situational constraints. Although related to self-efficacy, PBC encompasses a broader range of factors, including environmental facilitators or barriers that may affect the ease or difficulty of performing the behavior. In the context of Islamic tourism, high perceived behavioral control strengthens Muslim travelers’ intentions, whereas low PBC can considerably undermine them. For instance, when travelers anticipate challenges such as insufficient halal food options, limited prayer facilities, or logistical difficulties in upholding religious duties, their intention to travel may diminish even if they hold positive attitudes toward the destination or receive social encouragement. PBC in Islamic tourism can be understood through three interrelated components: self-efficacy, controllability, and resource availability. Together, these dimensions provide a comprehensive lens for examining how Muslim travelers evaluate their ability to participate in Shariah-compliant travel. This conceptual exploration offers valuable insights for advancing theory and guiding practical efforts to enhance the Islamic tourism experience.