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This paper aims at from the perspective of the social exchange theory (SET) gaining an understanding of how promotion of halal concept in Sweden is perceived by Swedish hoteliers.

A mixed-methods approach has been used consisting of 62 completed surveys with closed-ended and open-ended questions, follow-up comments and five in-depth interviews with hoteliers in the mid-Sweden region. Content analysis has been employed.

Three categories of meanings are the main findings: general perception, safeguarding Swedish secular values and financially unjustifiable have been discovered. Most of the respondents have been sceptical towards halal and Muslim-friendly hotel concepts due to financial and cultural challenges these two concepts have for the Swedish tourism and hotel industries. Based on the SET, this entails more costs than benefits and is especially at odds with Swedish-rooted secular values.

This study provides practical implications and increased knowledge for tourism stakeholders including hotels in Sweden.

This is one of the very few studies on halal tourism in Scandinavia and the first Scandinavian study on hoteliers' attitudes towards halal tourism.

This study aims to examine the impact of halal tourism governance on halal tourist satisfaction by using halal tourism branding as a mediating role to increase tourist satisfaction.

Data is obtained through a questionnaire completed by 400 tourists who have traveled to visit halal tourism destinations on Madurese Island. The collected research data is tested by using partial least squares structural equation modeling (PLS-SEM).

The study revealed that halal tourism governance has positive and significant impact on halal tourist satisfaction and halal tourism branding. The study also revealed that halal tourism branding has no positive and significant impact on halal tourist satisfaction because the community thinks that halal tourism branding is common and commonplace.

This research is on an Island-specific halal tourism destination, which means that the findings cannot be generalized to other geographical areas which have diverse cultures.

The study provides insight into halal tourism and destination governance, which is important for marketers, the Ministry of Tourism and local tourism officials to support halal tourism.

This paper fills a gap by presenting the first comprehensive overview of halal tourism governance that enhances ongoing discussions in the halal tourism field.