Halal food image with relevance to tourist satisfaction in the Asian region: A systematic review

Abstract

Recently, halal foods have been recognised as an alternative symbol of hygiene and safety. Consequently, halal tourism is not only limited to Muslim countries, but also has been projected to increase globally. The present review aimed to systematically review a broad range of tourist satisfaction and purchase intention in relation to consuming halal foods, and to identify various standard dimensions of the halal food image such as cognitive image, affective image, and purchase intention. To this end, a comprehensive systematic review was conducted using 23 selected scholarly articles published between 2010 and 2020. The existing literature has been reviewed based on defining the research criteria and search databases including Web of Science, ScienceDirect, and Scopus, using keywords of the selected studies. Based the results, a thorough analysis was achieved concerning the halal food image as a superior predictor of the repurchase intention and awareness of tourist satisfaction patterns of halal-oriented products and services. The present review also provided useful insights, particularly towards developing tourism in the Asian region, which spans 50 countries, and nearly 60% of the world’s Muslim population. Moreover, the findings contributed to establishing a unique systematic review about the influences of halal food consumption on tourist satisfaction for the first time in Asia. The present review is significant as the obtained implications can cover a wider scope of halal gastronomy tourism, not only in Muslim countries, but also across Asia and around the globe. Therefore, Asian tourism hubs should specifically provide a stimulus tourism strategy for the available halal resources, which would open up new prospects to achieve sustainable halal food tourism in the Asian context.