Antecedents of brand equity on halal tourism destination

Abstract

Purpose This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context. Design/methodology/approach Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data. Findings The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE. Research limitations/implications This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas. Practical implications The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country. Originality/value This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

The Influence of Halal Destination Awareness on Halal Destination Loyalty: A Study on West Sumatera

“…The five dimensions of brand equity studied, namely brand awareness, brand image, brand quality, brand loyalty, and tourist stratification, have a close relationship with each other, however, the relationship between tourist satisfaction has a stronger Total Effect than the other elements. To complement and show the relationship between dimensions and concepts of Muslim friendliness in tourism destinations, This study also adopts the research of Preko, Mohammed, and Allaberganov (2021) entitled "Antecedents of Brand Equity on Halal Tourism Destinations". This study examines Halal Brand Equity with one of the Muslim-friendly destinations in Malaysia, where all variables contain a Halal context that is in line with the research objectives conducted by the author regarding West Sumatra as a halal tourism destination.…”

“…This study also adopts several other studies to build research hypotheses including; Artur, Karen, and Budrun (2003), Yunduk and Kim (2019), and also Manthiou, Kang, and Schrier (2014). The researcher carried out variable operations to clarify the indicators of each variable to be used in this study by adopting the research variables of Tran, Nguyen, and Tran (2020) and Preko, Mohammed, and Allaberganov (2021). The scale used in this study is a Likert scale of 1-7 where 1 means "strongly disagrees" and 7 means "strongly agree".…”

“…Therefore, researchers are encouraged to use previous research by combining the two studies as a reference where West Sumatra is the object of halal tourism destinations in their research. Referring to the research of Tran, Nguyen and Tran (2020) and Preko, Mohammed, and Allaberganov (2021) and adapting several other studies to build research hypotheses including; Baldauf, Cravens and Binder (2003), Yunduk and Kim (2019), and also Manthiou, Kang and Schrier (2014).…”

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“…Halal tourism, driven by the enormous demand of halal tourists, is currently expanding fast and has become one of the rapidly growing tourism sectors (Battour, Salaheldeen, & Mady, 2021). Consequently, many tourism destinations try to attract this tourist segment (Preko, Mohammed, & Allaberganov, 2021). In this promising but competitive tourism market, understanding what drives tourists' behavioral intention is imperative Suhartanto, Dean, Wibisono, et al, 2020).…”

“…Next, past studies on halal tourism tend to focus on halal tourists from Muslim countries and lacks attention of halal tourists from non-Muslim countries. In fact, although it is a relatively small segment compared to the whole halal market, halal tourists from non-Muslim countries is a significant segment (Preko et al, 2021;Preko, Mohammed, Gyepi-Garbrah Theophilus, & Allaberganov, 2020). Pew Research (2010), for instance, estimates that, in 2021, about 15 million of Western European and about 7 million Northern American people are Muslim.…”