The Role of Brand Image and Facilities and Services in Halal Tourism and the Accessibility of Islamic Cultural Needs to Enhance Tourist Satisfaction and Halal Tourism Economic Growth in Malaysia and Indonesia

The growth of halal tourism has been a key driver for economic growth and can be influenced by various factors, including the reputation, amenities, and services offered by halal tourism providers. This aspect requires the focus of recent studies, and the present article investigates the influence of brand image, facilities and services of halal tourism, and accessibility of Islamic cultural needs on the economic growth of halal tourism. The article also examines the relationship between tourist satisfaction, brand image, halal tourism facilities and services, accessibility to Islamic cultural needs, and halal tourism economic growth. The study used questionnaires to collect data from tourists traveling between Indonesia and Malaysia. The study also utilised the smart-PLS to examine the relationship between the constructs. The results demonstrated a positive correlation between the economic growth of halal tourism and its brand image, facilities, and services, as well as the accessibility of Islamic cultural needs. The results also revealed that tourist satisfaction plays a crucial role in connecting brand image, facilities and services of halal tourism, accessibility of Islamic cultural needs, and the economic growth of halal tourism. The study guides policymakers in developing policies to enhance economic growth in the halal tourism industry. It focuses on creating an appealing brand image, providing extensive facilities and services for halal tourism, and ensuring simple access to Islamic cultural needs.