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

Erose Sthapit*, Peter Björk, Senthilkumaran Piramanayagam, Dafnis N. Coudounaris

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

8 Citations (Scopus)


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.
Original languageEnglish
Peer-reviewed scientific journalJournal of Islamic Marketing
Number of pages24
Publication statusPublished - 08.02.2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • halal
  • halal food
  • memorable halal food experience
  • place attachment
  • non-Muslim tourist


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