Abstract
PurposeThis study aims to explore non-Muslim tourists’ general halal food preferences, motivations for tasting halal food during their recent trips, positive and negative emotions and memorable dimensions associated with their recent halal food experiences after returning from holiday.Design/methodology/approachData were collected using the authors’ personal networks and Amazon Mechanical Turk (MTurk) using a questionnaire. An email containing a link to the questionnaire was sent to the authors’ personal networks and posted on MTurk in January 2021.FindingsOf the 311 non-Muslim respondents, more than half considered themselves as food neophiliacs and considered halal food experiences as imperative whilst travelling. However, tasting halal food was not a major travel motivation. Novelty and taste were the two main motivations for tasting halal food whilst at a tourism destination. Emotions elicited by halal food experiences focussed on “joy” and “love”. The proposed conceptual framework for memorable halal food experiences comprises several dimensions: taste, spending time with family and friends, novelty, quality and safety, hospitality, ambience (setting/servicescape) and experiencing others’ culture through food.Originality/valueThis is one of the first studies to explore non-Muslim tourists’ motives, emotions and memorable dimensions of halal food experiences.
Highlights
The interest of both Muslim and non-Muslim consumers in halal food, defined in this study as food that does not consist or contain anything that is considered unlawful according to Islamic law, as well as uses specific slaughter methods, has increased rapidly throughout© Erose Sthapit, Peter Björk and Senthilkumaran Piramanayagam
Halal food is considered a distinguished cuisine offered to Muslim and non-Muslim consumers and is made available at various outlets (Battour et al, 2021; Rahman et al, 2020) due to its high concerns on health, environmental and quality issues (Olya and Al-Ansi, 2018), including food standards associated with human welfare, sustainability and social justice (Zainalabidin et al, 2011)
It is worthwhile to explore non-Muslim tourists’ general halal food preferences, motivations for tasting halal food during their recent trips, positive and negative emotions and memorable dimensions associated with their recent halal food experiences after returning from holiday
Summary
The interest of both Muslim and non-Muslim consumers in halal food, defined in this study as food that does not consist or contain anything that is considered unlawful according to Islamic law, as well as uses specific slaughter methods, has increased rapidly throughout© Erose Sthapit, Peter Björk and Senthilkumaran Piramanayagam. In Islam, halal food products and services are allowed for Muslims according to Shariah standards, whereas other religions such as Hindu, Buddhist and Christian (non-Muslims) are consuming halal food for their dietary health (Rahman et al, 2020). Halal food is considered a distinguished cuisine offered to Muslim and non-Muslim consumers and is made available at various outlets (Battour et al, 2021; Rahman et al, 2020) due to its high concerns on health, environmental and quality issues (Olya and Al-Ansi, 2018), including food standards associated with human welfare, sustainability and social justice (Zainalabidin et al, 2011)
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