Exploring Halal-Friendly Destination Attributes in South Korea

This study, entitled “Exploring halal-friendly destination attributes in South Korea: Perceptions and behaviors of Muslim travelers toward a non-Muslim destination,” 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.

Specifically, the objectives of this study are 1) to explore halal-friendly destination attributes in South Korea and identify the underlying dimensions of the destination attribute factors using a psychometric process comprising both qualitative and quantitative approaches, 2) to investigate the role of the identified attributes in building an affective and overall destination image of South Korea, and 3) to identify the impact of above relationships on Muslim travelers’ intentions to revisit South Korea and recommend it as a halal-friendly tourism destination.

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.

Bibliographic Information

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

Authors: Heesup Han, AmrAl-Ansi, Hossein G.T. Olya, Wansoo Kim

Published in: Tourism Management, Volume 71, April 2019

 Language: English

Length: 14 pages

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