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

1 Citation (Scopus)

Abstract

Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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
ISSN1759-0833
DOIs
Publication statusPublished - 08.02.2022
MoE publication typeA1 Journal article - refereed

Keywords

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

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