Tourism Risk Factors and Tourist's Satisfaction with Halal Products and Services

Abstract

Halal tourism is a fast-growing industry, and its concept has recently emerged in the field of research. Since tourism is a fickle industry, a destination needs to have a strong and positive image from a tourist perspective, particularly for potential tourists who have no experience with a destination. Providing a high-quality tourism experience and promoting tourism destinations effectively becomes less difficult when tourism providers know their prospects for their specific destination. The government has launched several Muslim-friendly tourism initiatives to attract Muslim tourists to Malaysia, including halal products and services. Halal tourism products and services will attract more tourists to the country. Therefore, this study seeks to empirically test the impact of halal products, and service risk factors on tourists' satisfaction. The model was tested using data collected on tourists' perceptions in the Klang Valley. Statistical Package for Social Science (SPSS) and Partial Least Square Structural Equation Modelling (PLS-SEM) was used to analyse the data collected. It is stated that all the items provided evidence of the reliability of the study measures. Data analysis shows that research respondents considered Malaysia suitable for multipurpose destinations, and family vacations. Malaysia is a destination with various beautiful leisure and environmental attractions, such as beaches, relaxing spots, nature, and theme parks; an Islamic country with a majority of Muslim residents, and where halal food and mosques are available almost everywhere. Consequently, the study contributes to a better understanding of Malaysia's Muslim tourist satisfaction as their preferred and recommended Muslim-friendly holiday destination in various respects.