The impact of PHTPS on trip quality, trip value, satisfaction and word of mouth: Non-Muslim tourists’ perspective

Abstract

Purpose

The study aims to determine the impact of non-Muslim tourists’ perception of halal tourism products and services (PHTPS) on trip quality, trip value, satisfaction and word of mouth (WOM) towards halal tourism destination.

Design/methodology/approach

A total of 375 non-Muslim tourists were surveyed in Malaysia using partial least square technique.

Findings

The findings showed that PHTPS has a significant impact on all four dimensions. The strongest relationship was found between PHTPS and trip quality, followed by PHTPS–WOM, PHTPS–satisfaction and PHTPS–trip value.

Originality/value

This study provides new insights into the theory and practice of non-Muslim tourists’ PHTPS and WOM towards halal tourism destination. The findings are valuable to tourism operators, managers and marketers with the understanding and responsibility to develop halal tourism products and services from non-Muslim tourists’ insights.

Citation

Battour, M., Rahman, M.K. and Rana, M.S. (2020), "The impact of PHTPS on trip quality, trip value, satisfaction and word of mouth: Non-Muslim tourists’ perspective", Journal of Islamic Marketing, Vol. 11 No. 6, pp. 1517-1538. https://doi.org/10.1108/JIMA-03-2019-0058