Halal Image And Attitude Effect On The International Muslim Tourists’ Intention To Visit Homestays In Sabah, Malaysia: The Moderating Role Of Halal Awareness

Azrin Jalasi; Sylvia Nabila  Azwa Ambad; Nor Irvoni  Mohd Ishar

Authors

Azrin Jalasi DBA Candidate
Sylvia Nabila Azwa Ambad Associate Professor
Nor Irvoni Mohd Ishar Associate Professor

Keywords:

Halal, Image, Awareness, Attitude, Homestays

Abstract

This study aims to examine the influence of halal image and attitude on the international Muslim tourists’ intention to visit homestays in Sabah, Malaysia. Also, halal awareness is tested as a moderator in the hypothesized relationship. The survey is a self-administered questionnaire disseminated online to selected international Muslim tourists worldwide. Using a non-probability quota sampling technique, a total of 286 samples were usable for further data analysis. The data were analyzed using SmartPLS 3.3.3 software. The study’s findings indicate that halal image and attitude significantly influence the international Muslim tourists’ intention to visit homestays in Sabah, Malaysia. However, the relationship between halal image and the Muslims’ attitudes towards intention to visit the homestays are not moderated by halal awareness. The scope of the study is limited to international Muslim tourists’ intention to visit homestays in Sabah, Malaysia only. Specifically, the local Muslim tourists are not included in this study. The study provides empirical evidence that the halal image of homestays and the Muslims’ attitudes significantly affect the Muslims’ intention to visit homestays. As for practical implications, the study’s findings should improve and enhance the homestays’ image following Islamic principles. Thus, it is hoped that homestays can improve their images in line with the Muslim tourists’ future expectations.

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Author Biographies

Azrin Jalasi, DBA Candidate

Arshad Ayub Graduate Bussiness School, Universiti Teknologi MARA (UiTM), Sabah Branch, Kota Kinabalu Campus

Sylvia Nabila Azwa Ambad, Associate Professor

Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Sabah.

Nor Irvoni Mohd Ishar, Associate Professor

Faculty of Business and Management, Arshad Ayub Graduate Business School, Universiti Teknologi MARA (UiTM), Shah Alam.

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Khaled, Y., Sebastian, E., & Elmar, G.P. 2013. A Decompilation Framework for Static Analysis of Binaries (Ed.). Proc. of the 8th IEEE International Conference on Malicious and Unwanted Software. Fajardo, Puerto Rico, USA.

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Website

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