Exploring halal-friendly destination attributes in South Korea: Perceptions and behaviors of Muslim travelers toward a non-Muslim destination

By Heesup Han, Amr Al-Ansi, Hossein Olya, Wansoo Kim. Tourism Management, 2019

324 citations recorded by the source corpus.

Abstract This study is designed to explore halal-friendly destination attributes in South Korea and identify the particular role of the attribute factors in forming destination image and behavioral intentions. In order to achieve this objective, a psychometric process was used. A qualitative approach (i.e., interview) was initially employed to identify possible halal-friendly attributes at a non-Muslim destination. Next, Churchill’s (1979) procedures (exploratory factor analytic approach) and Gerbing and Anderson’s (1988) guidelines (confirmatory factor analytic approach) were used. A structural equation model was proposed to test the impact of identified attributes on its subsequent outcomes. Additional asymmetrical methods were applied to investigate the combination of halal-friendly attributes and necessary conditions leading to the desired outcomes. The outcomes determined five major halal-friendly attributes which can be useful for destination marketers in South Korea to formulate a favorable destination image, elicit repeat visitation, and promote word-of-mouth behaviors.

Subfields: Geography, Planning and Development, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/36913e1d56d5552825ab6fb33cd6432f222f98e0