Integrating TAM and TPB to Explain Muslim Tourists’ Intention to Visit Agritourism Destinations After Virtual Tour Use

Nadya Larasati Aghnia; Muhammad Dzulfaqori Jatnika; Asep Saepulloh; Rinanda Febriani

doi:10.56427/jcbd.v5i3.1097

Authors

Nadya Larasati Aghnia Universitas Muhammadiyah Bandung
Muhammad Dzulfaqori Jatnika Universitas Siliwangi https://orcid.org/0000-0002-4709-0280
Asep Saepulloh Universitas Siliwangi
Rinanda Febriani Universitas Muhammadiyah Bandung

DOI:

https://doi.org/10.56427/jcbd.v5i3.1097

Keywords:

Agritourism, Halal Knowledge, Intention to Visit, Religiosity, Virtual Tour

Abstract

Virtual tours have become important pre-visit tools for agritourism destinations, but empirical evidence on how they lead to physical visits among Muslim tourists remains limited. This study integrates the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), extended with halal knowledge and religiosity, to explain Muslim tourists’ intention to visit agritourism destinations after virtual tour use. Following preliminary field observations at agritourism destinations, data were collected through a structured online survey of 430 Muslim respondents in Indonesia selected by purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that halal knowledge and religiosity significantly influence attitude, while attitude, perceived behavioral control, perceived ease of use, and perceived usefulness significantly enhance visit intention. Attitude also significantly mediates the effects of halal knowledge and religiosity on visit intention. The model explains 43.8% of the variance in attitude and 69.2% of that in visit intention. These findings support an extended TAM–TPB framework in which faith-based factors shape attitude formation in digital-to-physical tourism behavior. Practically, the study suggests that agritourism managers develop interactive, user-friendly 360-degree virtual tours that present clear halal-related information to reduce travel uncertainty and stimulate physical tourist visits.

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