Halal tourism: travel motivators and customer retention

Heesup Han, Amr Al-Ansi, Mehmet Ali Koseoglu, Pearl M.C. Lin, Jinah Park, Jongsik Yu, Wansoo Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

50 Citations (Scopus)


This research was designed to identify halal-friendly travel motivation factors and unearth their role in Muslim customer retention process in Korea. Qualitative and quantitative procedures were used to achieve research objectives. A comprehensive structural model was developed to distinguish the role of all proposed indicators. Our results revealed that halal-friendly travel motivations are significantly associated with customer return on investment and satisfaction, and that such relationships contribute to improving customer retention. The effectiveness of higher-order structure of halal-friendly travel motivations was demonstrated. The formation of Muslim customers’ post-purchase decisions was significantly moderated by the sense of belonging to a tourist destination.

Original languageEnglish
Pages (from-to)1012-1024
Number of pages13
JournalJournal of Travel and Tourism Marketing
Issue number9
Publication statusPublished - 22 Nov 2019


  • customer retention
  • customer return on investment
  • halal-friendly travel motivations
  • Muslim travelers
  • sense of belonging

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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