Brand perception of halal tourism services and satisfaction: the mediating role of tourists’ attitudes

ABSTRACT The study aims to investigate the brand perception of halal product and services that influence satisfaction in determining Muslim tourists’ experience based on the brand equity and expectation-confirmation theory. A total of 395 respondents who had travelled to Malaysia were analyzed using SmartPLS approach. The results reveal that tourists’ satisfaction depends on the brand image and brand awareness; while, the religiosity is not associated with it. The study also determines that tourist’s attitude only play a role of a mediator between the brand awareness and satisfaction. The results of this study provide useful information in understanding the brand equity in halal perspective and, more particularly, propose at serving the tourism operators through offering halal services for brand equity which are mostly preferred by the Muslim tourists and attract them for subsequent visit destinations. Abbrevetions: Halal tourism service (HTS), Brand equity (BE), Muslim tourist (MT)