Muslim tourist perceived value: a study on Malaysia Halal tourism

Abstract

Purpose This study aims to align the theoretical foundations of Halal tourism to conventional tourism paradigms. It investigates Muslim tourists’ perception of value in the context of tourist destinations in Malaysia. Design/methodology/approach The partial least square structural equation modelling uses SMART–PLS for 170 Muslim tourists and uses a positive research approach with a quantitative basis of enquiry. Six variables of Muslim tourist perceived value, such as price, social, emotion and quality, and Halal physical and nonphysical attributes are examined. In addition, this study also examines the mediating effect of destination experience in Malaysia’s environment (i.e. infrastructure, atmosphere and culture) and the relationship between Muslim tourist perceived value and tourist satisfaction. Findings Overall, the results indicate that price and social variables had no impact on tourist satisfaction, whereas other variables such as quality, emotion and Halal physical and nonphysical attributes had a direct impact on tourist satisfaction especially with the mediating effect of destination experience. Practical implications The effects of cognitive, affective and Islamic (i.e. Halal) values on tourist satisfaction were examined as also the importance of destination experience on tourist satisfaction. Originality/value This study also found that destination experience influenced tourist satisfaction significantly.

Sustainable, Smart and Muslim-Friendly Tourist Destinations

“…There are many studies that demonstrate the importance of the availability of halal food for Muslims when it comes to choosing their tourism destinations [21,[90][91][92][93]. Several countries are therefore working to satisfy that requirement by promoting and disseminating their Muslim-friendly offerings through online channels aimed at the Muslim market segment, such as websites and applications, in order to ensure that their messages reach Muslim tourists [94].…”

Halal Tourism: Between Economic Opportunities and Social Acceptance

“…Halal is a compulsory choice for Muslims, which does not only cover food matters. Therefore, the development of Halal Tourism destinations must be guided by teachings and principles in accordance with Islamic law; this includes all aspects of tourism activities [2]. Interpret halal as whatever is permitted in Islam.…”

“…Halal Tourism plays an essential role in economic growth because it is able to create millions of jobs to increase national income [1][2][3]. Indonesia is making a lot of revenue from the Halal Tourism sector.…”

Islamic Organizational Culture and Spiritual Leadership in Supporting Sharia Hotel Performance

“…One of these areas is halal tourism, targeting Muslim travelers from around the world. Halal tourism, as opposed to conventional tourism, provides options for Muslim travelers, who prefer to travel without worrying about violating Shariah law [2] and have shown that it is a major country in halal tourism by becoming a tourist destination for Middle Easterners. Similarly, Indonesia is also passionate about introducing halal tourism in providing halal tourism, the government, through the Ministry of Tourism, designating several regions as a halal tourism destination.…”