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Determinants of Muslim travellers Halal food consumption attitude and behavioural intentions

Mohd Hafiz Hanafiah (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia)
Nurul Alia Aqilah Hamdan (Registrar Office, Innovative International College, Petaling Jaya, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 7 May 2020

Issue publication date: 20 July 2021

Abstract

Purpose

The demand for Muslim friendly tourism industry has been gaining momentum from the increasing number of Muslim travellers globally. This paper aims to examine the role of religiosity in Muslim travellers Halal food consumption attitude and behaviour while travelling to the non-Muslim destination.

Design/methodology/approach

A total of 384 respondents participated in this study through an online survey. This study used the partial least square structural equation modelling to assess the survey measurements and hypotheses testing.

Findings

This study asserts that the Muslim travellers’ Halal consumption attitude relies heavily on their level of religiosity, subjective norms and perceived control behaviour. Besides, the results provide evidence that consumption attitude mediates the relationship between religiosity, subjective norm, perceived behavioural control and intention in consuming Halal food products while travelling abroad.

Practical implications

This study highlighted the critical aspects of an emerging Muslim market that travel for leisure with the urge to comply with their Islamic teachings and religiosity. It is vital for non-Muslim tourism destination marketers to tailor their marketing strategies and consider promoting Islamic dietary rules when planning their travel packages.

Originality/value

This study is one of the few that focus on Muslim-friendly tourism and the role of religiosity in Muslim traveller’s Halal food consumption behaviour. This study confirms that the theory of planned behaviour model can be used to explain Muslim travellers Halal food consumption attitude while travelling to a non-Muslim destination.

Keywords

Acknowledgements

The author acknowledged the support of Universiti Teknologi MARA and Islamic Tourism Centre of Malaysia under the Islamic Tourism Research Grant (ITRG) (100-IRMI/GOV 16/6/2 (008/2019)).

Citation

Hanafiah, M.H. and Hamdan, N.A.A. (2021), "Determinants of Muslim travellers Halal food consumption attitude and behavioural intentions", Journal of Islamic Marketing, Vol. 12 No. 6, pp. 1197-1218. https://doi.org/10.1108/JIMA-09-2019-0195

Publisher

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Emerald Publishing Limited

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