Demand for halal market among young generations

Purpose: This paper aims to investigate the most vital aspects of the halal market (Shariah- compliant hotels, Halal food and beverages, and Shariah healthcare services) that influence the young generation's purchasing intention in Malaysia. Methods/Design/approach: A quantitative research design with non-probability sampling. The data were obtained by distributing online questionnaire surveys to Malaysia's youth through social media platforms. Findings: Significant findings include accommodation, halal food and beverages, and Shariah compliance healthcare services. Implication: This study provides significance towards Islamic tourism, especially Islamic tourism in Malaysia, which covers an extensive range of interests among the Malaysian young generation's demand towards the Halal market.