Wanderlust meets faith: unveiling Sabah as a halal destination for Gen Z travellers through the lens of the extended TPB

The number of tourists visiting Sabah, Malaysia, particularly among Generation Z (Gen Z), is increasing rapidly. However, the role of key attributes in shaping Gen Z’s travel intentions remains underexplored. As a result, it is important to examine the factors that influence Gen Z’s decisionmaking processes when selecting a destination, particularly Sabah. Research on young travellers using the extended Theory of Planned Behaviour (TPB) is currently lacking. Therefore, the goal of this study is to investigate how tourist attitudes, subjective norms, perceived behavioural control, halal-friendly characteristics, and destination trust relate to Gen Z’s inclination to visit Sabah. The study used the extended TPB framework. Following the literature review, this research utilized survey questionnaires where all measurement items were adopted from past research. The data collection involves 300 Gen Z respondents. Subjective norms, perceived behavioural control, and destination trust were found to have a significant impact on visit intention. However, attitude and halal-friendly attributes did not influence visit intention among Gen Z. As the study is cross-sectional research, where data was collected as a snapshot, the findings cannot be generalized to other generations or countries. Expanding this research to include local Muslim visitors would offer a more comprehensive understanding of halal tourism behaviour and be beneficial to industry practitioners.

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