Factors influencing international tourists’ repurchase intention of Halal tourism products: A case study in Ho Chi Minh City

Abstract:

This study emphasizes the importance of developing Halal tourism products as a strategic approach to attract Muslim international tourists - a rapidly growing market segment in Vietnam. In the context of Ho Chi Minh City’s efforts to diversify its tourism products and enhance destination competitiveness, the research aims to explore factors influencing international tourists’ repurchase intention of Halal tourism products. The findings provide a scientific basis for policy formulation and marketing strategy development. A mixed-methods approach was employed, with data collected from 300 tourists – mainly from Malaysia, Indonesia, and India - who had visited or were visiting Ho Chi Minh City between March and May 2025. Data were analyzed using Cronbach’s Alpha, EFA, CFA, and SEM techniques. Results reveal that five factors positively affect tourist satisfaction, which in turn has a direct impact on repurchase intention. Among these, perceived value and brand image were identified as the strongest predictors. Moreover, satisfaction plays a mediating role between service attributes and repeat purchase behavior. The study provides managerial implications for developing Halal tourism products and enhancing Ho Chi Minh City’s attractiveness as a destination for Muslim travelers.