Yahya, Bushroh and Ruzulan, Zulaipa and Tumiran, Mohd Amzari and Jamaludin, Mohammad Aizat and Mahalle, Norliza (2026) The role of halal tourism standards in enhancing destination attractiveness and visitor satisfaction among Muslim travellers. International Journal of Business and Technology Management, 8 (1). pp. 581-591. E-ISSN 2682-7646
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Abstract
Halal tourism has become a visible part of the worldwide tourism industry, reflecting the constantly increasing mobility, purchasing power, and religiosity of Muslim travellers. Although the industry has been growing, the uniform application of halal tourism standards is still a question that is being pondered, and this draws attention to its attractiveness and visitor satisfaction. In response to this, the purpose of the research presented here is to explore the power of halal tourism standards to increase the attractiveness of a destination and the satisfaction of travellers in the Muslim category. In this study, a narrative review methodology was used to analyse and summarise existing literature concerning halal tourism standards, destination appeals, and visitor satisfaction. The results show several roles of halal tourism standards in enhancing destination attractiveness and visitor satisfaction among Muslim travellers, including: (a) significant positive impact of core halal attributes on destination attractiveness; (b) halal standards as a mediator for higher visitor satisfaction and loyalty; (c) enhanced inclusivity boosting competitiveness in non-Muslim-majority destinations; (d) moderating role of digital tools and certifications in amplifying satisfaction; and (e) link between halal standards, emotional attachment, and long-term destination loyalty. In conclusion, this study highlights the critical role of halal tourism standards in enhancing destination attractiveness and visitor satisfaction among Muslim travellers. For future research, empirical studies examining traveller perceptions across different cultural and regulatory contexts are recommended, alongside longitudinal analyses exploring the long-term impact of halal standards on destination loyalty.
| Item Type: | Article (Journal) |
|---|---|
| Uncontrolled Keywords: | Halal Tourism; Halal Standards; Destination Attractiveness; Muslim Traveller Satisfaction; Islamic Tourism |
| Subjects: | BPG Islamic geography > BPG87 Islamic tourism. Halal issues BPH Islamic Economics > BPH114 Consumption. Halal issues BPH Islamic Economics > BPH117 Consumption. Halal issues. Standards. Certification. Halal status BPH Islamic Economics > BPH117.5 Halal Education, Halal Training BPN Islamic art and architecture > BPN87 Muslim friendly and halal services H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration |
| Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): | International Institute for Halal Research and Training (INHART) |
| Depositing User: | Dr. Mohammad Aizat Jamaludin |
| Date Deposited: | 13 May 2026 17:30 |
| Last Modified: | 13 May 2026 17:30 |
| Queue Number: | 2026-05-Q3280 |
| URI: | http://irep.iium.edu.my/id/eprint/128904 |
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