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

• Main Authors: Suddin Lada, Haneffa Muchlis Gazali, Mohd Nasir Samsulbahri, Rahida Abd. Rahman, Mohamad Isa Abdul Jalil, Tamrin Amboala
• Format: Article
• Language: English; English
• Published: AnKa Publisher 2020
• Subjects: BP1-253 Islam; G154.9-155.8 Travel and state. Tourism
• Online Access: https://eprints.ums.edu.my/id/eprint/34127/1/Brand%20image%20benefits%20and%20halal%20destination%20loyalty%2C%20Are%20they%20truly%20linked.ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/34127/2/Brand%20image%20benefits%20and%20halal%20destination%20loyalty%2C%20Are%20they%20truly%20linked.pdf; https://eprints.ums.edu.my/id/eprint/34127/; https://www.neuroquantology.com/data-cms/articles/20220525032035pmNQ22303.pdf; https://doi.org/10.14704/nq.2022.20.1.NQ22303

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.