Purpose

This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context.

Design/methodology/approach

Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data.

Findings

The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE.

Research limitations/implications

This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas.

Practical implications

The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country.

Originality/value

This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

中文翻译：

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清真旅游目的地品牌资产的前因

目的

本研究旨在研究清真品牌资产对旅游行业目的地品牌资产 (DBE) 的影响。尽管在清真旅游方面做了很多工作，但在非伊斯兰国家的背景下，清真和品牌资产问题却很少受到关注。

设计/方法/方法

运用品牌资产理论，利用结构方程建模技术，方便地从拉拉班加旅游点抽取312名穆斯林游客进行数据分析。

发现

研究表明，清真品牌知名度和清真价值对 DBE 具有积极而显着的影响。此外，清真感知品牌质量和清真形象对 DBE 有负面但显着的影响。

研究限制/影响

这项研究是针对特定国家/地区的清真品牌资产旅游目的地，这意味着研究结果不能推广到其他地理区域。

实际影响

该研究提供了对清真旅游和目的地公平的洞察，这对于营销人员、旅游部和当地旅游官员支持非伊斯兰国家的清真旅游非常重要。

原创性/价值

本文通过首次全面概述清真品牌资产研究来填补空白，该研究加强了非伊斯兰背景下酒店和旅游领域正在进行的讨论，并提出了未来研究的优先事项。