Abstract
There is now a growing interest in halal products and services in tourism industry from the perspectives of both industry and academic research. This paper investigated the perception of non-Muslim tourists (predominately Western) towards Halal products and services in tourism industry in Malaysia. It also examined the actual extent to which non-Muslim tourists are willing to purchase certain types of halal products and services. Quantitative data was collected from 474 non-Muslim tourists visiting Malaysia. The results supported that the positive perception of halal tourism products/ services positively influence trip quality and value. The results identified the most important products and services in halal tourism that restrict trip quality and value for non-Muslim tourists. This paper is expected to provide some suggestions for destination marketers to be able to cater for the Western tourists and increase its trip quality and value.
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