Halal Tourism–F&B Integration Strategy: How Menu Localization and Cultural Experience Enhance Brand Competitiveness in Malaysia
Abstract
This study investigates the role of menu localization and cultural experience strategies in heightening a competitive degree of branding within the Malaysia halal tourism food and beverage service sector, pinpointing a massive literature gap within the relationship involving compliance with religion and the necessities of the marketplace. The findings indicate that the intensity of menu localization is positively related to satisfaction (β = 0.52, p < 0.001), and cultural experiences play a role within the determination of authenticity, although the addition of both strategies provides a considerable profit margin.
Fields of Study & Subjects
Halal products and consumer behavior
Culinary Culture and Tourism
Diverse Aspects of Tourism Research
Publication details
- Journal / source
- Tourism Value Chain Analytics
- Volume
- 2
- Issue
- 1
- Pages
- 1–12
- Publication date
- 1 March 2026
- Language
- EN