Islamic tourism: Muslim youth experience and satisfaction with halal foods in Penang

Purpose: This research seeks to determine the Muslim youth’s satisfaction with Halal food at tourism destinations in Penang. This study identifies 1) the Muslim youth’s experience and satisfaction with halal food at a tourism destination in Penang, and 2) investigates the relationship between Muslim youth’s experience and their satisfaction with halal food at a tourism destination in Penang, Methods/Design/approach: This study applied a quantitative approach and used convenience sampling to collect the data from 250 respondents who participated in this research. Findings: Muslim youth have experience with Halal food and are satisfied with it at tourist destinations. The result showed that Muslim youth’s experience has a moderate relationship with satisfaction among them. Implication: This study will assist the tourism industry, especially restaurant marketers, in improving their Halal food services. This research has implications for theory and practice, showing that Muslim youth’s experience with Halal food can bring tourists’ intention to revisit and satisfy the elements of Halal food.