Abstract:

The purpose of this study is to explain the relationship between travel motivation and travel intentions for potential Muslim tourist market, using push-pull motivation theory and theory of reasoned action as the conceptual framework. The analysis was conducted to see how push motivation, pull motivation, attitude, subjective norm, and perceived behavioral control, affect travel intention. Self-administrated questionnaires were utilized to gather data from 853 participants. To examine the proposed model, SEM (Structural Equation Modeling) was applied. The main analysis is carried out on the whole sample, which is then followed by a multigroup analysis of two groups based on their level of concern for Islamic norms and practices (INP) aspect when traveling. Respondents who have a high level of concern for INP when traveling are included in the High INP group, while respondents who have a low level of concern for INP when traveling are included in the Low INP group. The results of the study show that push motivation can affect travel intention for potential Muslim Travelers in Indonesia. The relationship can be found directly or through an attitude that later affects behavioral intention. Subjective norm is also found to affect the travel intention, especially in groups of respondents who have a high level of concern for Islamic norms and practices (INP). The relationship between pull motivation and travel intention is not found to be significant in this research.