Non-Muslim travelers influence in choosing halal food

This study aims to examine the factors influencing non-Muslim travellers in choosing halal food in Malaysia. This study used judgmental sampling, and about 384 are randomly selected but only applicable to local non-Muslim travellers. Questionnaires were distributed to respondents at five Malay delicacy restaurants in Kuala Lumpur and were used for data analysis. The statistical analysis for social science (SPSS) was used to analyse and interpret. Regression results show a significant positive relationship between factors of food assurance, acculturation and personality traits in influencing non-Muslim travellers choosing halal food. Of these three factors, food assurance proved to have the most significant impact on halal food choice. The implications and limitations of the study are also discussed.