Halal-Friendly Attributes and Muslims’ Visit Intention: Exploring the Roles of Perceived Value and Destination Trust

Halal tourism is pushed by the growth of Muslim population worldwide. This present study aimed to examine association between constructs halal-friendly attributes, perceived value, destination trust, and visit intention investigate mediation effect value trust in Muslims’ intention. The SOR (stimulus–organism–response) model was employed, attributes were investigated as a stimulus that impacts (organism) leads (response). These data gathered from sample 307 Muslims. examined proposed conceptual framework via PLS-SEM. findings this reveal impact on mediating role relationship environmental factors (i.e., attributes) non-Islamic country. study’s original contribution it explores antecedents examining extended S–O–R halal.