How destination image and knowledge shape loyalty to halal tourism destinations: The role of social media
Ashikul Hoque & Ishtiaque Arif
Abstract
The image and knowledge of a destination play a crucial role in influencing travel decisions. Within the context of Islamic traditions, many Muslim travelers prioritize halal certification when choosing a destination to visit. This study examines how destination image, destination knowledge, and social media contribute to shaping loyalty toward halal tourism destinations. A secondary data collection method was employed, drawing on scholarly databases to gather relevant information on halal tourism and the use of social media. A systematic approach guided the review process, ensuring the inclusion of credible and diverse sources. The analysis reveals that social media has become a critical driver in promoting both the image and knowledge of tourism destinations. Online reviews, travel vlogs, and user-generated content significantly shape positive perceptions of halal-certified destinations, thereby encouraging tourist loyalty. By analyzing keywords and themes from secondary data, the study establishes the interconnections between destination image, destination knowledge, and social media. In recent years, social media influencers and platforms have increasingly shaped travelers’ perceptions by highlighting halal-friendly facilities and services. This type of digital promotion builds trust, enhances awareness, and motivates potential visitors to choose halal-certified destinations. Consequently, the role of social media in fostering destination loyalty cannot be overlooked.
Keywords
halal tourism, destination image, destination knowledge, social media, Islamic culture, Muslim travelers
Author information & Contribution
Ashikul Hoque. Corresponding author. Putra Business School, Universiti Putra Malaysia. Email: ashikul.phd_mgt18@grad.putrabs.edu.my
Ishtiaque Arif. Putra Business School, Universiti Putra Malaysia. Email: ishtiaquearif@gmail.com
"Author 1 conceptualized the research framework, designed the methodology, and conducted the critical review of the literature. He also prepared the conceptual framework and contributed to the theoretical analysis. Author 2 collected and analyzed the secondary data, developed the findings and discussion sections, and prepared the implications, recommendations, and conclusion. He also contributed to finalizing and editing the manuscript."
Disclosure statement
No potential conflict of interest was reported by the author(s).
Funding
This work was not supported by any funding.
Institutional Review Board Statement
Not Applicable.
AI Declaration
AI tools were not used in writing this paper.
Notes
Acknowledgement
References
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Cite this article:
Hoque, A. & Arif, I. (2025). How destination image and knowledge shape loyalty to halal tourism destinations: The role of social media. Journal of Hospitality, Tourism & Cultural Research, 1(3), 1-17. https://doi.org/10.53378/jhtcr.353244
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