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Halal-Friendly Attributes and Muslims’ Visit Intention: Exploring the Roles of Perceived Value and Destination Trust

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  • Ammarn Sodawan

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City 81271, Taiwan
    Tourism Management Program, Faculty of Commerce and Management, Prince of Songkla University, Trang Campus, Trang 92000, Thailand)

  • Robert Li-Wei Hsu

    (International Master’s Program of Tourism and Hospitality Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City 81271, Taiwan)

Abstract

Halal tourism is pushed by the growth of the Muslim population worldwide. This present study aimed to examine the association between constructs of halal-friendly attributes, perceived value, destination trust, and visit intention and investigate the mediation effect of perceived value and destination trust in Muslims’ visit intention. The SOR (stimulus–organism–response) model was employed, and halal-friendly attributes were investigated as a stimulus that impacts Muslims’ perceived value and destination trust (organism) and leads to visit intention (response). These data were gathered from a sample of 307 Muslims. This study examined the proposed conceptual framework via PLS-SEM. The findings of this present study reveal the impact of halal-friendly attributes on perceived value and destination trust and the mediating role of perceived value and destination trust in the relationship between environmental factors (i.e., halal-friendly attributes) and visit intention in a non-Islamic country. This study’s original contribution is that it explores the antecedents of environmental factors by examining the extended S–O–R model in a halal.

Suggested Citation

  • Ammarn Sodawan & Robert Li-Wei Hsu, 2022. "Halal-Friendly Attributes and Muslims’ Visit Intention: Exploring the Roles of Perceived Value and Destination Trust," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12002-:d:922506
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