DEVELOPING A CONCEPTUAL FRAMEWORK OF HALAL CERTIFICATION, EMOTIONAL EXPERIENCE, SERVICE INNOVATION, AND DESTINATION LOYALTY IN MALAYSIAN ISLAMIC TOURISM
DOI:
https://doi.org/10.35631/JTHEM.1143018Keywords:
Destination Loyalty, Emotional Experience, Food and Beverage, Islamic Tourism, Service InnovationAbstract
The primary objective of this study is to propose a conceptual model consisting of the relationship between halal certificates for food and beverages, emotional experience, service innovation, tourist satisfaction, and destination loyalty in the context of Malaysian Islamic tourism. As a preliminary study, this study used a self-administered questionnaire to gather the data for the pilot survey, which focused on Muslim tourists from international Islamic nations visiting Malaysia’s Islamic tourism sites. Purposive sampling was used to choose the respondents with certain criteria. SPSS version 26 was used to examine the demographic profile of the respondents and reliability analysis of halal certification for food and beverages, emotional experience, service innovation, tourist satisfaction, and destination loyalty. The findings indicate a high consistency of measuring items for each construct, which provides a strong foundation for the actual study. Consequently, the administration of Islamic tourism and tour companies will gain profit from the devoted foreign Muslim travellers who come to Malaysia.
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