Modelling halal tourism as a reflective–reflective second-order construct: linking attributes to tourist outcomes using structural model analysis

Purpose This study models halal tourism as a second-order construct, examining the impact of various attributes on tourist satisfaction (SAT) and loyalty (LOY). This study aims to provide insights into how integrating Islamic principles into tourism can enhance the travel experiences of Muslim tourists. Design/methodology/approach The study uses a quantitative research strategy using structural model analysis. Data were collected from Muslim tourists visiting popular attractions in Kashmir through offline and online questionnaires. The analysis investigates the relationships between halal tourism attributes, perceived trip value (TV), emotional involvement (EI), destination attractiveness (DA) and tourist outcomes. Findings The findings reveal that halal tourism attributes significantly influence SAT and LOY, mediated by TV, EI and DA. Key attributes such as halal food, prayer facilities and non-alcoholic environments play a crucial role in enhancing the travel experiences of Muslim tourists. Research limitations/implications The study’s focus on Kashmir may limit generalizability to other regions. The use of convenience sampling might introduce bias, and the cross-sectional design limits the ability to infer causal relationships. Future research should explore longitudinal studies and diverse geographical contexts. Practical implications The study provides practical insights for policymakers, tourism marketers and service providers aiming to cater to the growing market of Muslim travellers. By investing in and promoting halal tourism attributes, destinations can enhance their attractiveness and competitive edge, contributing to sustainable growth and cultural exchange within the global tourism industry. Social implications Halal tourism promotes cultural sensitivity and inclusivity, fostering mutual understanding and respect among diverse populations. By accommodating the needs of Muslim travellers, destinations can create more harmonious and culturally enriched travel experiences, enhancing social cohesion and global cultural exchange. Originality/value This research offers a comprehensive examination of halal tourism attributes and their impact on tourist outcomes, highlighting the importance of culturally sensitive and inclusive travel experiences. The findings underscore the substantial economic and cultural potential of halal tourism as a mainstream sector within the global tourism industry.