Role of halal-friendly destination performances is identified.

What is it about?

Despite the notable growth of the halal tourism market on the global stage, little research has been offered to observe the intricate procedures involved in Muslim tourists' behaviour toward a non-OIC (‘Organization of Islamic Cooperation’) destination. This study aimed to investigate such behaviour formation by examining the relationships among halal-friendly destination performances, perceived value, destination satisfaction, destination trust, and destination loyalty. A psychometric analytical process was employed to achieve this goal. The findings of the structural analysis revealed that halal-friendly destination performances highly and positively associated with the responsiveness developed constructs, which significantly contribute to predict Muslim tourists' attitudes and future desire toward a destination. In addition, the moderator effect of an overall halal-friendly destination image was evaluated on the conceptual model. Implications for tourism destination developers and marketers are discussed.

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