Antecedents and outcomes of memorable halal food experiences of non-Muslim tourists

Abstract

Purpose

This study aims to examine the underlying antecedents of memorable halal food experiences by considering how specific internal factors of non-Muslim tourists – novelty seeking, authenticity and sensory appeal – combine with external factors in a restaurant setting – togetherness, experience co-creation and substantive staging of the servicescape – to effect memorable halal food experiences. The study also examined the relationship between memorable halal food experiences and place attachment.

Design/methodology/approach

During the first week of August 2021, an online survey was used for data collection and shared on Amazon Mechanical Turk (Mturk) as well as sent to non-Muslim people known to the authors to have had halal food experiences in a tourism setting. A total of 293 valid responses were obtained.

Findings

The results revealed that novelty seeking, authenticity, experience co-creation, substantive staging of the servicescape, togetherness and sensory appeal influence memorable halal food experiences. Furthermore, these experiences positively impact place attachment.

Originality/value

This is one of the first studies to explore non-Muslim tourists’ memorable halal food experiences.

Citation

Sthapit, E., Björk, P., Piramanayagam, S. and Coudounaris, D.N. (2023), "Antecedents and outcomes of memorable halal food experiences of non-Muslim tourists", Journal of Islamic Marketing, Vol. 14 No. 4, pp. 913-936. https://doi.org/10.1108/JIMA-08-2021-0271