Halal Brand Awareness and Halal Destination Brand Equity of Homestay in Selangor

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.