Tourist Perception Towards Halal Food Purchasing Intention

Abstract

Tourism recognizes the growing interest in halal food purchasing intention from both the perspective of industry and research. Halal food can be summarized by any product which is permissible to use or consume in Muslim daily life, according to Islamic dietary laws. Therefore, the success of developing and marketing halal food purchasing intention among the tourists must be guided by the adoption of Islamic teachings and principles in all aspects of halal food preparation. Using a quantitative approach and simple random sampling technique, data were collected from 61 tourists by distributing questionnaires. Statistical Package for Social Science (SPSS) software was used to analyse the data, and the results were documented. Most of the tourists were aware and concerned on quality, ingredient, clean as well as safety of halal food especially Muslims. The findings also indicate that halal awareness and halal food concerns have a significant influence on halal food purchasing intention among tourists. Attention given to the availability of halal food of the countries is then considered, which can be a tool to attract more tourists in promoting tourism.