There is now a growing interest in halal products and services in tourism industry from the perspectives of both industry and academic research. This paper investigated the perception of non-Muslim tourists (predominately Western) towards Halal products and services in tourism industry in Malaysia. It also examined the actual extent to which non-Muslim tourists are willing to purchase certain types of halal products and services. Quantitative data was collected from 474 non-Muslim tourists visiting Malaysia. The results supported that the positive perception of halal tourism products/ services positively influence trip quality and value. The results identified the most important products and services in halal tourism that restrict trip quality and value for non-Muslim tourists. This paper is expected to provide some suggestions for destination marketers to be able to cater for the Western tourists and increase its trip quality and value.
batour, Mohamed mohamed kamal. (2015). The trip quality and value of non-Muslim tourists visiting Malaysia. التجارة والتمويل, 35(4), 1-24. doi: 10.21608/caf.2015.127771
MLA
Mohamed mohamed kamal batour. "The trip quality and value of non-Muslim tourists visiting Malaysia", التجارة والتمويل, 35, 4, 2015, 1-24. doi: 10.21608/caf.2015.127771
HARVARD
batour, Mohamed mohamed kamal. (2015). 'The trip quality and value of non-Muslim tourists visiting Malaysia', التجارة والتمويل, 35(4), pp. 1-24. doi: 10.21608/caf.2015.127771
VANCOUVER
batour, Mohamed mohamed kamal. The trip quality and value of non-Muslim tourists visiting Malaysia. التجارة والتمويل, 2015; 35(4): 1-24. doi: 10.21608/caf.2015.127771
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