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

Erose Sthapit (Haaga-Helia University of Applied Sciences, Helsinki, Finland and Manchester Metropolitan University, Manchester, UK)
Peter Björk (Department of Marketing, Hanken School of Economics – Vaasa Campus, Vaasa, Finland)
Senthilkumaran Piramanayagam (Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, India)
Dafnis N. Coudounaris (Aalborg University Business School of the Aalborg University, Aalborg Universitet, Aalborg, Denmark; School of Economics and Business Administration, University of Tartu, Tartu, Estonia and Tutor of Entrepreneurial Marketing, University of London, London, UK)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 8 February 2022

Issue publication date: 10 March 2023




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.


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.


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.


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



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.



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