Abstract
Purpose The objective of the study is to investigate the perception of non-Muslim tourists (predominately Western) towards Halal tourism industry in Malaysia. It also examined the actual extent to which non-Muslim tourists are willing to purchase certain types of halal tourism products and services. Design/methodology/approach Quantitative data was collected from 474 non-Muslim tourists visiting Malaysia. Findings The results supported that the positive perception of halal tourism products/ services positively influence trip quality and value. Originality/value The results identified the most important products and services in halal tourism that restrict trip quality and value for non-Muslim tourists.
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