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Does the perception of halal tourism destination matter for non-Muslim tourists’ WOM? The moderating role of religious faith

Muhammad Khalilur Rahman (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)
Md Sohel Rana (Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)
Mohd Nazari Ismail (Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)
Mohd Zulkifli Muhammad (Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Malaysia)
Muhammad Nazmul Hoque (Accounting Research Institute, Universiti Teknologi MARA, Shah Alam, Malaysia)
Md. Abdul Jalil (Faculty of Arts and Humanities, World University of Bangladesh, Dhaka, Bangladesh)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 14 October 2021

Issue publication date: 4 May 2022

917

Abstract

Purpose

Tourists often travel to different tourism destinations in advancing the knowledge of diverse cultures, environments, history and social aspects. The purpose of this study is to explore tourists’ perception of halal tourism and its impact on word-of-mouth towards halal tourism destinations.

Design/methodology/approach

A quantitative research approach was applied in this study. Data were collected via 375 survey questionnaires and were analysed using partial least square method. Data were collected from Malaysia’s capital city and tourist spots in Kuala Lumpur, the administrative capital city in Putrajaya, and several cities in Selangor, the richest state in the country.

Findings

The findings revealed that trip quality has a higher significant impact on satisfaction and trip value. The perception of a halal tourism destination is found to have a significant influence on satisfaction and trip value. Trip value is significantly related to satisfaction but not associated with word-of-mouth (WOM). Satisfaction of tourists has a significant impact on WOM towards travel destinations.

Research limitations/implications

This study comes up with a novel understanding of the theory of tourism practices by estimating non-Muslim tourists’ perception and its significant influence of WOM towards tourism destinations. The results of this study are significant to industry practitioners, policymakers and marketers in promoting halal tourism. The results of this study provide useful insights for Malaysia’s tourism industry, particularly for the tourism marketing in Kuala Lumpur and Putrajaya cities as tourist destinations.

Practical implications

This study comes up with a novel understanding of the theory of tourism practices by estimating non-Muslim tourists’ perception and the influence of WOM towards tourism destinations. The results of this study are significant to industry practitioners, policymakers and marketers in promoting halal tourism.

Originality/value

This study examined the potential impact of non-Muslim tourists’ perception of halal tourism destinations and their WOM for halal tourism destinations.

Keywords

Acknowledgements

Expression of concern: The publisher of the International Journal of Tourism Cities is issuing an Expression of Concern for the following article Rahman, M.K., Rana, M.S., Ismail, M.N., Muhammad, M.Z., Hoque, M.N. and Jalil, M.A. (2021), “Does the perception of halal tourism destination matter for non-Muslim tourists’ WOM? The moderating role of religious faith” published in the International Journal of Tourism Cities’ online platform ahead of print, to inform readers that concerns have been raised regarding the research data and authorship of the paper. An investigation is ongoing and is currently unresolved. The authors have been contacted and no response has been received as of yet but we welcome one in order to investigate the matter fully. Further information will be provided by the International Journal of Tourism Cities as it becomes available.

Citation

Rahman, M.K., Rana, M.S., Ismail, M.N., Muhammad, M.Z., Hoque, M.N. and Jalil, M.A. (2022), "Does the perception of halal tourism destination matter for non-Muslim tourists’ WOM? The moderating role of religious faith", International Journal of Tourism Cities, Vol. 8 No. 2, pp. 478-496. https://doi.org/10.1108/IJTC-12-2019-0207

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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