Nazatul Aqilah Sutrisno¹, Siti Sara Ibrahim^1♣ , Mohd Hafiz Zainal Abidin², Mohd Hafiz Hanafiah³, and Aunkrisa Sangchumnong⁴

¹Business Management Faculty, Universiti Teknologi MARA, Negeri Sembilan Branch, Malaysia
²Academy of Contemporary Islamic Studies, Universiti Teknologi MARA, Negeri Sembilan Branch, Malaysia,
³Faculty of Hotel and Tourism Management,
⁴School of Tourism and Hospitality Management, Suan Dusit University, Thailand

ABSTRACT

The unique architecture of mosque and its heritage has attracted tourist and contributed to the growth of tourism industry. However, this uniqueness is not enough to make mosque tourism stay relevant and growth in the tourism industry. Newer digital technologies are continually being introduced in this sector, rendering them increasingly accessible to a wider audience. Through an integration of UTAUT theory and TAM model, the study found that “Effort Expectancy (EE), Perfomance Expectancy (PE), Perceived Ease of Use (PEOU), and Social Influence (SI)” through Trust as the mediator, significantly influence the Behavioural Intention (BI) in adapting digitalization in mosque tourism. Meanwhile, Trust is the mediating effect in between Facilitating Conditions (FC) and Perceived Usefulness (PU) insignificant to Behavioural Intention (BI) of mosque tourism digital platform credibility. This study is significantly importance to facilitate the responsible growth of mosque tourism industry looking at the current needs of digitalization approaches.

Keywords: Digitalization, Mosque Tourism, Behavioral Intention, UTAUT Theory, TAM Model