Brand perception of halal tourism services and satisfaction: The mediating role of tourists’ attitudes

Brand perception of halal tourism services and satisfaction: The mediating role of tourists’ attitudes

This study aimed to investigate the brand perception of halal product and services that influence satisfaction in determining Muslim tourists’ experience based on brand equity and expectationconfirmation theory. A total of 395 respondents who had travelled to Malaysia were analyzed using the SmartPLS approach. The results reveal that tourist satisfaction depends on brand image and brand awareness; while religiosity is not associated with them. The study also determined that tourist’s attitude only play a role of a mediator between brand awareness and satisfaction. The results of this study provide useful information in understanding brand equity in a halal perspective and, more particularly, how to propose influencing tourism operators through offering those halal services for brand equity that are mostly preferred by the Muslim tourists and attract them for subsequent visit destinations.