Antecedents and outcomes of memorable halal food experiences of non-Muslim tourists

Erose Sthapit, Peter Björk, Senthilkumaran Piramanayagam, Dafnis N. Coudounaris

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


Purpose: This study aims to examine the underlying antecedents of memorable halal food experiences by considering how specific internal factors of non-Muslim tourists – novelty seeking, authenticity and sensory appeal – combine with external factors in a restaurant setting – togetherness, experience co-creation and substantive staging of the servicescape – to effect memorable halal food experiences. The study also examined the relationship between memorable halal food experiences and place attachment. Design/methodology/approach: During the first week of August 2021, an online survey was used for data collection and shared on Amazon Mechanical Turk (Mturk) as well as sent to non-Muslim people known to the authors to have had halal food experiences in a tourism setting. A total of 293 valid responses were obtained. Findings: The results revealed that novelty seeking, authenticity, experience co-creation, substantive staging of the servicescape, togetherness and sensory appeal influence memorable halal food experiences. Furthermore, these experiences positively impact place attachment. Originality/value: This is one of the first studies to explore non-Muslim tourists’ memorable halal food experiences.

Original languageEnglish
Pages (from-to)913-936
Number of pages24
JournalJournal of Islamic Marketing
Issue number4
Publication statusPublished - 10-03-2023

All Science Journal Classification (ASJC) codes

  • Marketing


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