INFLUENCING FACTORS OF 7PS ON CONSUMER PURCHASE INTENTION OF HALAL TOURISM IN KANO-NIGERIA

Abstract

Halal Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes in accordance with Islamic injunctions. Nigeria has over 100 million Muslim population which makes it an ideal marketplace and a place worth trillions of Dollars. As the Halal movement gains tractions, the global industry sets its sights on Nigeria's growing demand for Shariah-compliant goods and services. The purpose of this paper is to examine the application of marketing mix strategy for halal tourism consisting of product, price, promotion, location, personal, process and physical evidence towards consumer purchase intention of halal tourism in Kano-Nigeria. The paper observes that Nigeria as a country has the potentials of making tourism a main source of its earnings being that it has a diverse tourist attractions, a large domestics tourism market and unique cultural settings capable of enticing foreign tourists. The paper recommends among other things the entrenchment of sound halal tourism development master plan capable of rejuvenating the potentials in the economic blueprint of the country and ensuring sustainable halal tourism development participation even in the face of the current global economic melt-dawn due to the COVID-19 pandemic. The paper employs the Desk Study approach as its methodology. The findings from this article will benefit those in the tourism-related industries and policy makers. The specific identification of certain elements: product, price, promotion, location, personal, process and physical evidence towards consumer purchase intention of halal tourism in Kano-Nigeria would help the halal tourism service providers to offer attractive packages that meet the tourist' expectations. This paper has its limitation as it is a conceptual approached, empirical studies is recommended in the future. This paper is significant as it focuses on halal tourism by highlighting certain elements that influences consumer purchase intention towards halal tourism as previous studies were focused on general conventional tourism. Hence, information from this conceptual paper will provide more light on the importance of Muslim consumers' intention towards halal tourism in Kano-Nigeria.