Brand image benefits and halal destination loyalty: Are they truly linked?

Suddin Lada and Haneffa Muchlis Gazali and Mohd Nasir Samsulbahri and Rahida Abd. Rahman and Mohamad Isa Abdul Jalil and Tamrin Amboala (2020) Brand image benefits and halal destination loyalty: Are they truly linked? NeuroQuantology, 20. pp. 357-371. ISSN 1303-5150

	Text Brand image benefits and halal destination loyalty, Are they truly linked.ABSTRACT.pdf Download (55kB)
	Text Brand image benefits and halal destination loyalty, Are they truly linked.pdf Restricted to Registered users only Download (586kB) | Request a copy

Abstract

The HALAL tourism is flourishing in its own right as an industry, where Malaysia is the world's leading Halal industry with Halal tourism destination making a significant contribution to overall economic growth. However, to secure this reputable image Malaysia has to build a strong brand image groundwork for future sustainability. By obtaining a combination of brand image benefits and destination loyalty model, this study, therefore, aims to examine whether there is a significant relationship between brand image benefits (i.e. symbolic, functional, social, and experiential benefits) and destination loyalty among tourists visiting Malaysia as a brand of Halal tourism destination. A self-administered questionnaire was used to gather information from 300 selected respondents and analyzed it using Smart PLS. Results revealed that symbolic, functional, and experiential benefits have a significant relationship with destination loyalty among tourists visiting Malaysia. The theoretical and practical implications of the results are discussed and the future improvement of the research is suggested.

Item Type:	Article
Keyword:	Halal destination , Symbolic , Functional , Social , Experiential benefits , Loyalty
Subjects:	B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc > BP1-610 Islam. Bahai Faith. Theosophy, etc. > BP1-253 Islam G Geography. Anthropology. Recreation > G Geography (General). Atlases. Maps > G1-922 Geography (General) > G149-180 Travel. Voyages and travels (General) > G154.9-155.8 Travel and state. Tourism
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	DG MASNIAH AHMAD -
Date Deposited:	15 Sep 2022 15:57
Last Modified:	15 Sep 2022 15:57
URI:	https://eprints.ums.edu.my/id/eprint/34127

Actions (login required)

View Item