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

Sthapit, Erose ORCID: https://orcid.org/0000-0002-1650-3900, Björk, Peter, Piramanayagam, Senthilkumaran and Coudounaris, Dafnis N (2023) Antecedents and outcomes of memorable halal food experiences of non-Muslim tourists. Journal of Islamic Marketing, 14 (4). pp. 913-936. ISSN 1759-0833

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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.