Modeling Halal Tourism Sustainability: Balancing Consumer Attitudes, Risk Perceptions, And Ecosystem Support in Strategic Product Design Through a Youth-Centric Lens

Abstract

This study examines how attitudes, perceived risk, and external support influence halal tourism product design and business sustainability in Indonesia. A quantitative approach was employed using purposive sampling involving 186 young consumers who actively used e-commerce platforms and resided outside Java. Data were analyzed using Structural Equation Modeling with Partial Least Squares (PLS-SEM). The results demonstrate that attitude has a significant positive effect on product design and business sustainability, whereas perceived risk significantly and negatively affects both outcomes. However, external support does not strengthen the relationship between attitude toward halal tourism and product design. This unexpected finding may reflect critical-exclusivity and over-expectation effects, whereby young consumers with strong positive attitudes toward halal tourism demand higher standards of quality and authenticity, reducing the effectiveness of external support. These findings highlight the importance of firms’ internal dynamic capabilities and suggest further mixed-method research to develop more comprehensive and competitive halal business sustainability models globally