Halal food in the tourist destination and its importance for Muslim travellers

The study examines the importance of availability of halal food in destination selection, travel experience satisfaction and retention among Muslim travellers. The study adopted the qualitative approach. Required data were collected through 35 semi-structured interviews. The study revealed that the availability of halal food neither has a significant impact on Muslim travellers' destination selection decision nor on the overall travellers' satisfaction. However, the study findings indicated that availability of halal food affects the travellers' intentions to revisit the destination, length of stay and the type of accommodation chosen. The study findings are valuable for the hospitality industry managers and providers to understand the importance of halal food for Muslim travellers. The findings also help the Destination Management Organizations to better promote and serve products to Muslim travellers and increase the non-Muslims' awareness of halal principles and related food products.