<![CDATA[This study analyzes the factors influencing Indonesian Muslim tourists' intention to visit halal tourism destinations by developing an Extended Theory of Planned Behavior (TPB) model through a behavioral economics perspective, with Service Quality as an antecedent and Religiosity as a moderating variable. This study employs a quantitative explanatory approach using a survey method of 400 Indonesian Muslim tourist respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software with a bootstrapping method of 5,000 subsamples. The results show that seven of the eight hypotheses are supported. Service Quality has a positive and significant effect on Attitude and Perceived Behavioral Control (PBC), with the effect on PBC recording the largest effect size (f2=1.607). All three TPB components (Attitude, Subjective Norm, and PBC) significantly affect Visit Intention, with PBC as the strongest predictor. Attitude and PBC fully mediate the influence of Service Quality on Visit Intention. Religiosity does not moderate the Service Quality–Attitude relationship, but directly affects Attitude. Overall, visit decisions reflect a bounded and socially embedded economic rationality, shaped by transaction costs and social approval.]]>
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