What is it about?
This empirical study entailed proposing conceptual models for investigating customers’ satisfaction, their intention to recommend, and their continued intention to purchase and consume halal products and services. The proposed research model consists of seven risk antecedents: health risk, psychological risk, environmental risk, social risk, quality risk, financial risk, and time-loss risk. The model includes three outcomes: satisfaction, intention to recommend, and continued intention to use halal items.
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Why is it important?
Demands for halal products and services have increased with the development of tourism and the geographical mobility of tourists. The provision of halal items for travelers from the world’s 52 Muslim countries would provide a competitive advantage for destinations targeting this segment of tourism . The halal market is recognized as a global market that is worth US$580 billion a year. Previous research identified that “the Halal food industry [is] pegged to grow at a rate of 7 percent annually”. The supply of halal products and services has created new opportunities for the expansion of the hospitality and tourism industry. Non-Muslim tourists—especially those who are seeking a health-conscious lifestyle and those who are socially aware of other cultures and societies—also purchase halal items, which makes this niche market a flourishing sector of the tourism industry
Perspectives
This empirical study extends the understanding of the attitudes and behaviors of consumers regarding the consumption of halal items, which is an expanding market in the tourism industry. Study findings will be helpful for marketing tourism in countries, such as Japan and South Korea, because of the recent political conflicts with China, which have had adverse effects on the latter’s tourism industry. These countries have begun to focus on the Middle East—specifically on countries with more stable economies, such as the United Arab Emirates, Saudi Arabia, Oman, Kuwait, Qatar and Bahrain—and Asian countries, such as Malaysia, Brunei, and Indonesia, as new, alternative source markets.
Professor Hossein Olya
University of Sheffield
Read the Original
This page is a summary of: Risk assessment of halal products and services: Implication for tourism industry, Tourism Management, April 2018, Elsevier,
DOI: 10.1016/j.tourman.2017.10.015.
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