Rudy Haryanto, Mohammad Muhlis Anwar, Harisah Harisah and Fadllan Fadllan
This study aims to examine the impact of halal tourism governance on halal tourist satisfaction by using halal tourism branding as a mediating role to increase tourist…
Abstract
Purpose
This study aims to examine the impact of halal tourism governance on halal tourist satisfaction by using halal tourism branding as a mediating role to increase tourist satisfaction.
Design/methodology/approach
Data is obtained through a questionnaire completed by 400 tourists who have traveled to visit halal tourism destinations on Madurese Island. The collected research data is tested by using partial least squares structural equation modeling (PLS-SEM).
Findings
The study revealed that halal tourism governance has positive and significant impact on halal tourist satisfaction and halal tourism branding. The study also revealed that halal tourism branding has no positive and significant impact on halal tourist satisfaction because the community thinks that halal tourism branding is common and commonplace.
Research limitations/implications
This research is on an Island-specific halal tourism destination, which means that the findings cannot be generalized to other geographical areas which have diverse cultures.
Practical implications
The study provides insight into halal tourism and destination governance, which is important for marketers, the Ministry of Tourism and local tourism officials to support halal tourism.
Originality/value
This paper fills a gap by presenting the first comprehensive overview of halal tourism governance that enhances ongoing discussions in the halal tourism field.
Details
Keywords
This study aims to investigate the intricate interrelationships between brand experience, self-congruence, brand trust, brand image and brand love within the halal fashion…
Abstract
Purpose
This study aims to investigate the intricate interrelationships between brand experience, self-congruence, brand trust, brand image and brand love within the halal fashion industry. The primary objective is to uncover the underlying dynamics that influence consumer perceptions and behaviours in this unique market context.
Design/methodology/approach
Using a quantitative method and purposing sampling, data were collected from 500 consumers of halal fashion brands using online questionnaires by Google Forms. Partial least square-structural equation modelling techniques were used to analyse the data and test the hypothesized relationships between the variables.
Findings
The findings reveal significant positive relationships between brand experience and self-congruence, brand experience and brand trust, self-congruence and brand trust and self-congruence and brand image. Furthermore, brand trust and brand image emerged as a significant predictor of brand love within the halal fashion context.
Research limitations/implications
The sample size and geographic scope were limited to consumers in Indonesia, which may impact the generalizability of the findings. Although fashion trends are often seen as more applicable to women, this research included both women and men to provide a comprehensive understanding of consumer behaviour. Future research should explore these constructs in diverse cultural contexts and consider gender-specific nuances to enhance generalizability and robustness.
Practical implications
This study offers actionable strategies for halal fashion branding. Marketers should create brand experiences aligned with Islamic values, ensure transparency in sourcing and halal certification and embrace cultural diversity in campaigns. Leveraging digital platforms and influencers can enhance engagement and foster brand loyalty. These insights provide a framework for building trust, inclusivity and long-term success in the halal fashion market.
Originality/value
This study offers a novel contribution by examining the relationships between brand experience, self-congruence, brand trust, brand image and brand love specifically within the halal fashion market. Unlike previous research, it focuses on how Islamic cultural and religious values influence these constructs, providing fresh insights into branding strategies in this niche sector. Theoretically, it enriches understanding of consumer behaviour in culturally specific markets, whereas practically, it offers actionable guidance for marketers to build trust and emotional connections with halal fashion consumers.