Remembrance of travels past: creating memorable halal food experiences among non-muslim Chinese tourists

Sthapit, Erose ORCID: https://orcid.org/0000-0002-1650-3900, Yang, Ping, Ji, Chunli ORCID: https://orcid.org/0000-0003-4749-8419, Björk, Peter and Stone, Matthew J (2024) Remembrance of travels past: creating memorable halal food experiences among non-muslim Chinese tourists. Journal of Foodservice Business Research. pp. 1-28. ISSN 1537-8020

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Abstract

Using stimulus-organism-response theory, this study develops and tests a model of memorable halal food experiences. The model proposes that learning about halal food culture, conviviality, food experience intensification, and experiential satisfaction are important antecedents of a memorable halal food experience, and that destination food image and purchase intention are its major outcomes. Data were collected from 497 non-Muslim Chinese tourists who had partaken in a halal food experience during a trip taking place within the six months preceding data collection (January – June 2023). Data were collected using a questionnaire distributed via WeChat. Numerous statistical techniques were employed to test the proposed relationships, including structural equation modeling. All nine hypotheses were supported. Learning about halal food culture, conviviality, food experience intensification, and experiential satisfaction were found to have positive effects on the memorability of halal food experiences. A positive relationship was also supported between memorable halal food experiences, destination food image, and purchase intention.