Introduction: Halal tourism, which is often known as Islamic tourism or Muslim-friendly tourism, is a new concept in the tourism industry that opens new and exciting opportunities to increase economic growth. Methodology: This study describes the prospects of halal tourism. Consequently, this research is descriptive. On the other hand, qualitative information has been analyzed to conduct this research. Therefore, it is a descriptive qualitative research. Findings: Based on the stimulus-response model or "black box" of consumer decision-making, potential Muslim tourists in the halal industry can be considered as thinkers and problem solvers who consider a wide range of external and internal factors when making decisions. They respond to buy or not buy an offer. While it is possible that a Muslim tourist may behave emotionally or irrationally, the proposed stimulus-response model assumes that regardless of what happens inside the black box, the Muslim tourist's reaction is the result of a decision process. Taking is conscious and logical. Conclusion: Muslims can have different levels of religious commitment and cultural orientations. Shopping experience has a direct and positive relationship between perceived value and the intention to patronize stores selling products with halal labels. On the other hand, both perceived usefulness and religious commitment will have a direct and positive effect on the intention to purchase halal-labeled products and the intention to support stores selling halal-labeled products.
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