Purpose As Halal tourism evolves and new technologies like voice assistants emerge, it becomes crucial to explore the factors driving their long-term use. Particularly, this research aims to shed light on the determinants of the continuance intention to use voice assistants for purchasing Halal tourism products. Design/methodology/approach An online survey was conducted using a convenience sample of 321 Muslims who had used Alexa and/or Google Assistant in the past year to purchase a Halal tourism product. The questionnaire was distributed via social media platforms, particularly within groups dedicated to Muslim tourists. The collected data were analysed using partial least squares analysis. Findings The data analysis shows that users are more satisfied with voice assistants when they see them as useful for purchasing Halal tourism products. Satisfaction is also enhanced when their experience meets their expectations. When the latter are confirmed, voice assistants are perceived as more useful. Consistent with the expectation-confirmation model, continuance intention is fostered by user satisfaction and perceived usefulness. It is also enhanced by sociopsychological factors, i.e. trust, scepticism, religiosity and social influence. Finally, the findings reveal the mediating role of satisfaction within the proposed model. Originality/value This study offers original insights by examining the adoption of voice assistants within the specific context of Halal tourism. To this end, an extension of the expectation-confirmation model has been adopted. Similarly, unlike previous studies that have focused on the short-term adoption of voice assistants, this one has the merit of looking at long-term adoption behaviour through the study of continuance intention.
Purpose Athlete brand attributes influence fan and customer perceptions and contribute to their brand image. These attributes are particularly important for Muslim women athletes, who face numerous unique branding challenges in Muslim communities. This study aims to explore the brand attributes of Muslim women athletes within Muslim communities by identifying the brand traits associated with women athletes. Design/methodology/approach This study adopted a qualitative design. Ten experts with professional or academic experience in athlete image, fan culture, sports communication and gender in sport were interviewed to explore the marketing and sociocultural dimensions shaping Muslim women athlete brand attributes. Coding was done using reflexive thematic analysis. Findings The study identified three distinct categories of brand attributes among Muslim women athletes: positive attributes that enhance brand image, conditional attributes that yield positive impacts when present and produce negative effects when absent and attributes that negatively influence brand perception. These findings emphasize the relevant attributes through which Muslim women athletes can cultivate a culturally resonant and impactful brand image. Originality/value This study contributes original insights by conceptualizing Muslim women athletes’ brand attributes through a culturally grounded, interpretive lens. By classifying attributes as positive, conditional and negative, this study advances the athlete branding literature beyond performance-centered models. Furthermore, it highlights the sociocultural complexities that shape brand perceptions in Muslim contexts.
Purpose This research investigates strategies for developing community-based halal tourism in Genilangit Tourism Village, Magetan Regency, with a focus on creating tourist destinations that meet the needs of Muslim travelers while actively involving the local community in the development process. Design/methodology/approach This study employs the Analytic Network Process (ANP) method, drawing on sixteen respondents categorized into five relevant stakeholder groups: practitioners, government representatives, community leaders, visitors/tourists, and academics. Findings The findings indicate that accessibility constitutes the most urgent issue requiring immediate attention in the development of halal tourism through community empowerment in Magetan Regency. A primary obstacle identified is the lack of clear and accessible information pertaining to Muslim-friendly services and facilities, which impedes the ability of Muslim travelers to effectively plan their visits. The dominant solution identified entails the repair and routine maintenance of roads connecting tourist destinations. Practical implications The results of this study can guide local government authorities in designing policies that support the training and skills development of local communities to deliver Muslim-friendly tourism services. By enhancing community capacity, local residents will be better equipped to offer authentic experiences in accordance with Islamic values, thereby attracting more Muslim tourists. Originality/value This study represents an initial effort to comprehensively map the obstacles and challenges associated with halal tourism development and to formulate strategic solutions through community empowerment, particularly in Magetan Regency, Indonesia.
Purpose This study aims to identify the enhancers (should-have factors) and enablers (must-have factors) of micro and small enterprises’ (MSEs) intention to adopt halal food certification (HFC), focusing on MSEs in the meat-based food sector. Design/methodology/approach Grounded in the technology-organization-environment (TOE) framework and the theory of planned behavior, this study uses a dyadic approach to account for dual perspectives of producers and customers. The data are analyzed using partial least squares structural equation modeling and necessary condition analysis. Findings Compatibility enhances and enables HFC adoption intention, whereas customers’ attitude enhances and enables their willingness to pay (WTP) for halal-certified foods. Perceived benefit, owner commitment and readiness only enhance adoption intention. Government regulation and competitive pressure neither enhance nor enable adoption intention; however, government regulation indirectly influences adoption intention through owner commitment. Although perceived behavioral control marginally influences WTP, it remains a significant enabler. Subjective norm only enhances WTP. Other relationships exhibit only marginal significance. Practical implications The findings help MSE owners prepare for HFC. In addition, policymakers may use the identified enablers as a base to prioritize their efforts, thereby more effectively accelerating HFC adoption in MSEs. Originality/value This study tests the research model using a dyadic approach and analyzes the data by applying both sufficiency and necessity logic to distinguish the enhancers and enablers of HFC adoption in MSEs. It advances earlier studies, which commonly use a single perspective and rely only on the sufficiency logic of regression-based methods.
Purpose This study aims to investigate the factors influencing Muslim consumers’ attitude and intention to use Halal Online Food Delivery (HOFD) services by applying the Theory of Consumption Values (TCV) and the Cognitive–Affective–Behavioral model. The study examines how halal logo, perception of halal logistics, social value, epistemic value, emotional value, conditional value and religious value influence Muslim consumers’ attitudes and intention to use HOFD, with halal awareness as a moderator. Design/methodology/approach A quantitative survey was conducted with 450 Muslim users of online food delivery. Data were collected via online questionnaires and analysed using SmartPLS. Findings The results indicate that halal logo, perception of halal logistics, epistemic value, conditional value and religious value significantly influence consumer attitudes, while social value and emotional value have no significant effect. Consumer attitude strongly predicts intention to use HOFD. Halal awareness strengthens the relationships between social value and epistemic value, and consumer attitude. Practical implications The findings have practical implications for HOFD providers, emphasising the need to display halal certification, ensure halal-compliant logistics, and align services with religious values. Policymakers can enhance adoption by promoting halal awareness campaigns. Originality/value This study extends the TCV by incorporating religious value and highlights the moderating role of halal awareness, demonstrating its importance in shaping how social values and epistemic values influence consumer attitudes towards HOFD.
