Brand perception of halal tourism services and satisfaction: the mediating role of tourists’ attitudes

ABSTRACT

The study aims to investigate the brand perception of halal product and services that influence satisfaction in determining Muslim tourists’ experience based on the brand equity and expectation-confirmation theory. A total of 395 respondents who had travelled to Malaysia were analyzed using SmartPLS approach. The results reveal that tourists’ satisfaction depends on the brand image and brand awareness; while, the religiosity is not associated with it. The study also determines that tourist’s attitude only play a role of a mediator between the brand awareness and satisfaction. The results of this study provide useful information in understanding the brand equity in halal perspective and, more particularly, propose at serving the tourism operators through offering halal services for brand equity which are mostly preferred by the Muslim tourists and attract them for subsequent visit destinations.

Abbrevetions: Halal tourism service (HTS), Brand equity (BE), Muslim tourist (MT)

KEYWORDS:

• Halal service
• brand equity
• Muslim tourist
• satisfaction
• Malaysia

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Research University Grant: Faculty Program [GPF0081-2018].

Notes on contributors

Mahfuzur Rahman

Mahfuzur Rahman is currently working as an Assistant Professor at the Department of Finance and Banking, University of Malaya (UM). Presently, he is also serving as a visiting Professor at Management & Science University (MSU). His research interests are in the area of investment behavior, financial decision makings, and financial risk management.

Md. Sohel Rana

Md. Sohel Rana is currently pursuing PhD in the Faculty of Business and Accountancy, University of Malaya, Malaysia. He holds a bachelor’s degree in business administration and MBA in Management Studies from the University of Rajshahi, Bangladesh. His area of expertise in research includes Microfinance & Financial Inclusion, Islamic Microfinance, Halal Tourism, Strategic Management and Environmental Economics.

Muhammad Nazmul Hoque

Muhammad Nazmul Hoque is a PhD Candidate at Department of Shariah and Economics, Academy of Islamic Studies, University of Malaya, Kuala Lumpur. Mr. Nazmul Hoque received his BA in Shariah and Law from Al-Azhar University, Cairo, Egypt and M.A in Fiqh and Usul Al-Fiqh from International Islamic University Malaysia. His main research are is Waqf, Shariah and Islamic economics.

Muhammad Khalilur Rahman

Muhammad Khalilur Rahman is a PhD Candidate, and currently works at the Operation and Management Information System in the Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur. He received his Master of Science (Marketing) from International Islamic University Malaysia (IIUM). His main research area is tourism management and service quality.