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Article

Halal tourism: travel motivators and customer retention

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Pages 1012-1024 | Received 11 Feb 2019, Accepted 11 Oct 2019, Published online: 30 Oct 2019
 

ABSTRACT

This research was designed to identify halal-friendly travel motivation factors and unearth their role in Muslim customer retention process in Korea. Qualitative and quantitative procedures were used to achieve research objectives. A comprehensive structural model was developed to distinguish the role of all proposed indicators. Our results revealed that halal-friendly travel motivations are significantly associated with customer return on investment and satisfaction, and that such relationships contribute to improving customer retention. The effectiveness of higher-order structure of halal-friendly travel motivations was demonstrated. The formation of Muslim customers’ post-purchase decisions was significantly moderated by the sense of belonging to a tourist destination.

Disclosure statement

No potential conflict of interest was reported by the authors.

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