DETERMINANTS OF HALAL FOOD CHOICE AMONG INTERNATIONAL NON-MUSLIMS TOURIST

Abstract

Muslim population has been on the rise throughout the world, causing the growth of halal tourism. Halal food industries are one of the huge industries in our countries. It is one of the industries that influence the level of economic in Malaysia. Halal food is the food handled according to the Islamic Sharia Law and food has been subjected by approved certification systems which guarantee to consumers that nothing in the food has any forbidden components. Perceive that halal food is suitable for Muslim, but Halal food also suitable for non-Muslim. In fact, there is an increase of acceptance level and consumption of halal food by non-Muslim throughout the world. Thus, this research aim to identify the determinants of Halal Food Choice (HFC) among international non-Muslim tourists, whereby quantitative method will be use. This study will help to contribute towards managerial and theoretical implications which provide a deeper insight to practitioners, policy makers and researchers.