ABSTRACT
This study focuses on a conceptual discussion and framework to examine factors affecting Malaysian Muslim Millennials in choosing Indonesia’s halal tourism destinations (HTDs). Based on the theory of planned behaviour (TPB), which relies on attitude, subjective norms and perceived behavioural control in influencing intention, the study expands the concept to include antecedents of internal stimulation of religiosity and external stimulation of marketing promotion. The model is theoretically supported based on diverse earlier studies that incorporate new variables in TPB to anticipate consumer behaviours. It aims to provide answers to the industrial concerns of the Halal Tourism Acceleration and Development Team of the Indonesian Tourism Ministry regarding their marketing stimulations and promotional efforts in attracting Malaysian Muslim Millennials. The findings include details on the type of factors influencing visit intentions, theoretical understandings and market development aspects for a reliable empirical investigation. This paper concludes with recommendations for continuous development of Indonesia halal tourism and development of marketing knowledge in conceptualising a robust and reliable research framework to capture meaningful data and information from the market.
