Halal Food Performance and Its Influence on Patron Retention Process at Tourism Destination

Abstract

Muslim tourism is one of the most rapidly developing sectors in the international tourism industry. Nevertheless, halal food performance and its relationship with international Muslim traveler decision-making and behaviors have not been sufficiently examined. The present research explored the influence of halal food performance, which encompasses availability, health/nutrition, accreditation, and cleanness/safety/hygiene factors, on the Muslim traveler retention process at a non-Islamic destination. A survey methodology with a quantitative data analytic approach was employed to achieve research goals. Our findings indicated that halal food performance increased destination trust and destination attachment, which in turn influenced Muslim traveler retention. Additionally, the efficacy of the higher-order framework of halal food performance was defined. Both destination trust and attachment mediated the effect of halal food performance on retention. A halal-friendly destination image included a moderating influence on the retention process. The effectiveness of the proposed theoretical framework for explicating Muslim traveler behaviors was uncovered. This research better introduces the importance of halal food performance and its attributes for the elicitation of Muslim traveler approach responses and behaviors at a non-Islamic destination to researchers and practitioners.

Online Sellers’ Reuse Behaviour for Third-Party Logistics Services: An Innovative Model Development and E-Commerce

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Determining food tourism consumption of wild mushrooms in Yunnan Provence, China: A projection-pursuit approach

“…It is worth mentioning that, through literature analysis, South Korea was found to have a wide range of research on food tourism, including food tourism satisfaction, tourism resources, tourism behavior, network search platforms, and tourism market segmentation. For example, Han et al [ 14 ] used quantitative data to explore the relationship between halal food and Muslim travelers' decision-making and behavior, finding that halal food performance increased destination trust and destination attachment. This better informs researchers and practitioners about the importance of halal properties.…”

Livening up Japan’s halal tourism by captivating Indonesian potential Muslim tourists

“…It certainly requires a strong basis of trust in which tourists assure the provider’s integrity to cater to the products or services in the destination (Al-Ansi and Han, 2019; Lestari et al , 2022). Destination trust is necessary because tourism is an intangible service full of risks for tourists, especially international tourism (Han et al , 2021). The perceived halal risks become crucial for Muslim tourists to decide non-Islamic countries as their destinations (Aji et al , 2020).…”

“…On the opposite, if the providers fail to well-addressed halal trust issues in the destination, the tourists are likely to be hesitant to visit it. An instance to develop destination trust by providers is catering to various halal foods without overlooking their cleanliness, integrity (accreditation) and nutrition (Han et al, 2021). Indeed, the influence of destination trust on visit intention to halal tourism destinations has been scrutinized by past studies (Al-Ansi and Han, 2019;Han et al, 2021;Lestari et al, 2022).…”