Year: 2025
Type: article
Study designs: Systematic Review, Meta-Analysis
Abstract: Understanding the relationship between brand awareness and brand equity becomes crucial as halal tourism expands, particularly in Selangor with its cultural heritage. This study uses meta-analysis to investigate how halal principles affect brand equity among homestay providers. It analyses how these providers’ knowledge and behaviours influence Selangor's reputation as a halal-friendly destination. The findings provide guidelines for tourism stakeholders to increase halal awareness and enhance halal destination brand equity through strategic marketing, assisting providers to improve their halal image and understand travellers’ preferences. The study aims to promote sustainable halal tourism and inclusive of cultural travel experiences throughout Selangor and beyond.
Authors: Nuraini Ismail, Aznita Ahmad, Kamisah Supian
Institution: University of Selangor
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409897724