Abstract

This study investigates how non-Muslim travellers experience and adapt to halal tourism in Lombok, Indonesia, a perspective often overlooked in existing research, which predominantly focuses on Muslim tourists’ satisfaction and motivations. Drawing on data from 171 non-Muslim tourists collected through surveys in mid-2024, the study employs structural equation modelling to explore how specific experience drivers shape halal tourism perceptions. Findings reveal that cultural sensitivity and ethical tourism standards play the most influential roles in enhancing perceived experience quality, followed by social media influence and personality traits. Enhanced experience quality fosters greater tourist satisfaction, which in turn contributes to long-term shifts in tourists’ attitudes, cultural understanding, and future travel behaviours. Satisfaction is also found to mediate this transformative process, while perceived value strengthens the relationship between experience quality and satisfaction. This study offers the first integrative model linking halal tourism experience to deeper behavioural outcomes among non-Muslim travellers. From a practical standpoint, the findings suggest that improving cultural sensitivity in service delivery could significantly enhance satisfaction, positioning halal tourism as a more inclusive and globally attractive travel model.

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