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

Heesup Han, Linda Heejung Lho, António Raposo, Aleksandar Radic and Abdul Hafaz Ngah
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Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143-747, Korea
Linda Heejung Lho: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143-747, Korea
António Raposo: CBIOS (Research Center for Biosciences and Health Technologies), Universidade Lusófona de Humanidades e Tecnologias, Campo Grande 376, 1749-024 Lisboa, Portugal
Aleksandar Radic: Independent Researcher, Gornji Kono 8, 20000 Dubrovnik, Croatia
Abdul Hafaz Ngah: Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia

IJERPH, 2021, vol. 18, issue 6, 1-14

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.

Keywords: halal food performance; availability; healthy/nutritional factor; accreditation; clean/safe/hygiene factor; trust; attachment; halal-friendly image; retention; muslim travelers (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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