Understanding Muslim tourist behavior in non-Muslim countries through the stimulus–organism– response framework

Purpose – The purpose of this study is to explore the effects of Muslim-friendly tourism (MFT) characteristics in non-Muslim countries on Muslim tourists’ destination loyalty (DL) and subjective wellbeing (SWB) by adopting Stimulus–Organism–Response theory. Additionally, this research seeks to determine the effects of DL and SWB on revisit and recommendation intentions. Design/methodology/approach – In line with the purpose of this research, a model was proposed, and an online survey was applied to Turkish tourists (n = 257) to test the relationships in this model. AMOS software was used to validate the proposed model. Findings – The analysis revealed that most of the proposed relationships were supported, except for the impact of MFT characteristics on SWB and the influence of halal food on DL. These results indicate that while most MFT features positively influence both DL and SWB, local people’s behaviors do not significantly affect DL, and the social environment does not significantly impact SWB. Practical implications – This research creates the potential to better understand the travel preferences of Muslim tourists from a cross-cultural perspective and the factors that shape their holidays. The findings of this study can be used by tourism marketers and policymakers in non-Muslim countries to develop strategies that cater to the needs and preferences of Muslim tourists, thus enhancing DL and encouraging positive word-ofmouth recommendations. Originality/value – This research provides valuable insights into the travel behaviors and preferences of Muslim tourists, a relatively under-researched demographic in the context of non-Muslim countries. By focusing on MFT features and their impact on DL and SWB, this research contributes to the existing literature and offers practical guidelines for improving the Muslim tourist experience.