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Halal
Halal certification for tourism certification
marketing: the attributes and for tourism
marketing
attitudes of food operators
in Indonesia 1043
Norliza Katuk and Ku Ruhana Ku-Mahamud Received 5 March 2020
Revised 10 April 2020
School of Computing, Universiti Utara Malaysia, Sintok, Malaysia Accepted 13 April 2020

Kalsom Kayat
Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia,
Sintok, Malaysia
Mohd. Noor Abdul Hamid
School of Creative Industry Management and Performing Arts,
Universiti Utara Malaysia, Sintok, Malaysia
Nur Haryani Zakaria
School of Computing, Universiti Utara Malaysia, Sintok, Malaysia, and
Ayi Purbasari
Department of Technical Information, Universitas Pasundan, Bandung, Indonesia

Abstract
Purpose – Halal tourism is a subset of tourism activities geared towards Muslim which are aligned with the
Islamic principles. As a response to this, many food operators have realised the importance of having a halal
certification to establish a better market position. In the context of Indonesia, it is yet to be known what
attitudes the food operators have towards halal certification and what attributes characterised those who
have obtained the certification. Therefore, this study aims to examine the attributes of food operators and
their attitudes towards halal certification in Indonesia.
Design/methodology/approach – A survey and structured interview were conducted on 298 food
operators in Bandung, a city in Indonesia, between August and December 2018. Seven hypotheses were
proposed and tested to evaluate the association between halal certification and food operators’ attributes and
their attitudes towards it.
Findings – The results of the study suggested that food operators who had halal certification can be
characterised by the number of branches the businesses have, the knowledge of halal tourism and knowledge
on the market segment. However, the age of their business was found not related to halal certification. In
terms of attitudes, the study found that performance beliefs, intention to apply and target market segment
had associated with halal certification.
Practical implications – The outcomes of the study could provide information to entities and agencies
involved in the tourism industry that consider targeting Muslim travellers as their market segment. Halal
certification could be an approach to facilitate tourism marketing and consequently increase the performance
of food-related business sectors.
Journal of Islamic Marketing
Vol. 12 No. 5, 2021
The authors would like to thank Universiti Utara Malaysia and Universitas Pasundan for the pp. 1043-1062
Matching Grant S/O code 14061, and Research and Innovation Management Centre, Universiti Utara © Emerald Publishing Limited
1759-0833
Malaysia, for the administration of this study. DOI 10.1108/JIMA-03-2020-0068
JIMA Originality/value – This study provides evidence that could lead to a better understanding of the
attributes of food operators and their attitudes towards halal certification in the context of Indonesia’s tourism
12,5 industry.
Keywords Halal tourism, Halal certification, Muslim travellers, Food operators, Muslim-friendly
Paper type Research paper

1044
1. Introduction
Tourism has always been one of the most lucrative sectors which contributes to socio-
economic progress. The growth of this sector has led to diversification in terms of products
and target market. The recent development in the tourism industry has witnessed the trend
in attracting Muslim tourists by providing services that fulfil their needs (Rahman et al.,
2020). One of the primary Muslim tourists’ needs is the availability of facilities that support
religious requirements during their travel activities. It is led by the concept of halal which is
very synonym to Muslim life (Anam et al., 2018; Wilson, 2014). Halal is an Arabic word that
means permissible or permitted by Islamic principle called Sharia. In the context of the
tourism industry, the concept of halal covers essential aspects of Muslim travel activities,
including accommodations, food services and praying facilities.
The growth of the halal industry around the world (Peristiwo, 2020) has increased the
demand for “halal tourism”, a subset of tourism activities geared towards Muslim which are
aligned with the Islamic principles. These activities include the provision of activities,
accommodation and facilities which are considered as Muslim-friendly and follow the
principle of Islam (i.e. Sharia). The main impetus behind it is the need to capture the growing
Muslims tourists market segment. Global Muslim Travel Index (GTMI) reported that the
market segment has grown to US$131m in 2017 and is projected to worth US$220bn by 2020
(Mastercard and CrescentRating, 2019). One of the critical elements of halal tourism is the
availability of foods or dining experience which are permissible for Muslim tourists (i.e.
halal). The concept of halal in food is not just a matter of slaughtering ritual but also
encompasses various principles along the supply chain starting from the sourcing and
selection of ingredients, preparation, presentation until consumption. These principles
include food safety, hygiene and quality apart from being free from the exploitation of
labour and environment (Othman et al., 2017).
In halal tourism, recent studies suggested that halal food, water-friendly toilets and
prayer facilities are the primary religious-related needs that Muslim tourists expected
during their travel (Jia and Chaozhi, 2020). The need for food during travelling has given rise
to another subset of tourism market known as food tourism. According to the World Food
Travel Association (2019), tourists spent a quarter of their travel budget on food and
appeared to be one of the main factors that affect tourists’ choice of destination. This factor
is even more imperative for Muslim tourists who must abide by strict halal prescriptions.
Henderson (2016) assert that the provision of halal food is considered as a critical
competitive advantage for destinations who wish to brand themselves as Muslim-friendly.
As a response to this, many food operators have realised the importance of having a halal
certification to establish a better market position (Marzuki et al., 2012; Marzuki, 2016).
Rajagopal et al. (2011) suggested that halal certification can be considered as a marketing
strategy that allows business entities to differentiate their products and services against
their competitors. Further, studies reported that sales are increased when food outlets
received halal certification in Singapore (Henderson, 2016). Halal certification was also
found to have positive effects on business performance and growth (Yusuf et al., 2017; Yusuf
et al., 2016).
 A recent study suggested that halal food certification significantly influenced Indonesia’s Halal
tourism industry in a positive way (Junaidi, 2020). The finding of this study is relevant in the certification
context of this study that leads to a question on what food operators’ in Indonesia think
about halal certification and the effect on their business. As the most populous Muslim
for tourism
majority country, Indonesia has been one of the key players in the global halal tourism marketing
market. The GTMI has ranked Indonesia in the second position in the global destination in
2018. By the year 2020, it was estimated that there would be more than 158 million Muslim
tourists visiting the country (Mastercard and CrescentRating, 2018). The Indonesian 1045
Ministry of Tourism has set three main targets to push the halal tourism industry, including
to attract five million international Muslim visitors into the country, develop top ten halal
family-friendly destinations and appear to be the first rank in the GTMI. Meanwhile, the
Indonesian Muslim Travel Index has outlined four critical areas for the halal tourism
development which are access, communication, environment and services (Mastercard and
CrescentRating, 2018). Services is the area with the highest weightage in which halal
restaurant is one of the leading indicators.
Halal certification is a vital strategy to acquire consumers’ confidence in the tourism
industry (Khan and Callanan, 2017), hence, making it a useful tourism marketing tool
especially for food operators. In the context of Indonesia, it is yet to be known what attitudes
the food operators have towards halal certification. Further, if they have positive attitudes
towards it, then what are their key attributes. Thus, this study intends to bridge the gaps by
examining the attributes of food operators and their attitudes towards halal certification in
Indonesia. Bandung has been chosen as the main geographical area of study where the city
is in the West Java province which is rated as committing to halal tourism. It is one of the top
ten tourists’ destinations in Indonesia and has attracted 6.96 million tourists in 2017.
Bandung Culture and Tourism Agency targeted to attract at least five million Muslim
tourists in 2019 through their Halal Tourism programs (The Jakarta Post, 2018). Hence, it is
interesting to gauge the commitment of the food operators in Bandung to boost the halal
tourism industry of the city.

2. Related studies
2.1 Halal tourism
The concept of halal is widespread, and it is associated with Muslim life (Anam et al., 2018;
Wilson, 2014). It comes from an Arabic word which means permissible or permitted by
Sharia, an Islamic principle which is described in the Qur’an, the Muslim’s holy book
(Wilson, 2014). The description of the halal and haram (i.e. its opposite concept) is mentioned
in the Qur’an and further explained through ahadith, the sayings and practices of Prophet
Muhammad. Muslims (i.e. people who practice Islam and believe in the faith) must know the
concepts and able to differentiate between the halal and haram of everything related to their
life. Halal covers all aspect of a Muslim’s life beyond the consumption of meat and the source
of money, in which it appears as a descriptor used in products, services as well as human
activities (Wilson, 2018). It includes the application of the halal concept in tourism.
Halal tourism is currently gaining its popularity around the world, aiming mainly at
Muslims who abide by the rule of Islam. It is a term commonly synonym for Muslim
travel with a simple concept that reflects halal tourism is whereby such hotels do not
serve alcohol and offer separate facilities like swimming pools or spa for men and women
(Battour and Ismail, 2016). It is not surprising that halal tourism is accessible these days
because the Muslim population is among the fastest-growing segments of the global
travel industry (Mohsin et al., 2016). In response, hotels and tour operators are
increasingly trying to meet their dietary and religious needs. According to the Global
JIMA Muslim Tourism (Mastercard and CrescentRating, 2019), Indonesia was ranked on sixth
12,5 place in 2015 and climbed two notches further on fourth place in 2016 and for the first
time ranked equally with Malaysia in 2019. Indonesia, along with Malaysia and Brunei,
has been consistently among ASEAN countries that are among the top 10 Muslim tourist
destinations in the world. It implies that Indonesian government and authorities are
working hard in ensuring that tourists are choosing Indonesia as part of their visiting
1046 destination as this halal tourism concept is one of the boosting factors that contributed to
the development (Afnarius et al., 2020).
As the halal theme starting to spread across the globe, both Muslim-majority and
Muslim-minority countries are grabbing this opportunity to capture the market by
providing halal food, halal accommodation and other related halal services to cater the
Muslim travellers (Abdullah and Azam, 2020). The implementation of halal tourism by
countries with Muslim minority is the most pressing issue. It is because of the need to ensure
that the process and the services comply with the requirements of Islamic teachings, while
at the same time to ensure that the countries can develop their halal sectors into competitive
industries (Muhamad et al., 2019). The past few years have seen Halal Travel 1.0 which
attracts attention from businesses to this market, and they begin to strategise to better cater
needs of the market. In next Halal Travel 2.0, technology such as artificial intelligence
augmented reality and virtual reality will catalyse the development of tourism industry
which facilitates the Muslim travelling activities including planning and purchasing
tourism products (Lahny, 2019).
As the sector demonstrates good potential, the tourism industry should take this
opportunity by accommodating the requirements of Muslim tourists. Parallel to this
development, the awareness of this halal tourism concept has also been on the rise as many
tourists now are looking for these Muslim-friendly options before deciding to travel. For
example, an individual will be looking for Muslim-friendly hotel, halal certification logo for
restaurant or food providers plus other Muslim-friendly facilities before choosing a place to
stay for a vacation. Battour (2017) has identified a list of Muslim tourist needs which among
them are halal and Muslim-friendly hotels, halal food, Muslim-friendly phone application,
Muslim-friendly airport, halal holiday, halal health-care facilities and services, halal cruise,
halal swimming suit and halal tourism websites. It gives an impact on hotels, tour operators,
restaurant owners and other stakeholders involved in the tourism industries not only
changing the way the products and services being offered but also in accommodating the
demand of this halal tourism segments. Therefore, innovation and creativity are highly
needed to satisfy their needs and requirements.
Although halal tourism is a lucrative business opportunity that caters for both Muslim
and non-Muslim tourists, it comes with challenges ahead. One of the challenges is to satisfy
the diversity of customer’s background (Vargas Sánchez and Perano, 2018). For example,
halal-compliant restaurants do not serve alcoholic beverages or halal-compliant resorts
separate their beaches by gender – these may not be acceptable to non-Muslims customers,
and as a result, they may not choose to revisit the places in the future. From another point of
view, the challenge may also involve Muslim travellers themselves. For example, the lack of
proper halal food identification at restaurants or cafes always becomes an issue that turns
down Muslim travellers from revisiting the place or recommending the venue to their friend
and family for future visits. Thus, much effort must be placed by the government and local
authorities to ensure that this concept is well-embraced and supported to ensure its success.
As a kick start, this study intends to focus on halal certification as a mechanism to provide
some level of assurance to the customers, particularly to Muslim travellers who seek for
halal food (Marzuki et al., 2012). It is one of the essential avenues that need to be addressed
and be given attention to as one of the common reasons for travelling is to find exciting Halal
places to eat and taste the local delicacies. certification
for tourism
2.2 Halal certification
With the increasing awareness among the Muslim community these days on the concept of
marketing
halal, there comes the demand for halal certification system (Marzuki et al., 2012). It is
considered vital for the customers who prefer to consume halal products as it provides some
level of assurance that the food has been processed and prepared according to Sharia terms
1047
and procedures (Farhat et al., 2019). Majority of people think that halal is mainly related to
food or food products; however, the truth is that it covers all the aspects of life as a Muslim.
Specifically, it refers to the consumption of permissible products from a religious point of
view (Khan and Haleem, 2016) covering food and beverages, cosmetics, pharmaceuticals,
banking and finance, jobs, travel, technology and transport services, to name a few. Halal-
compliant products must meet the requirements of Sharia as stated in the Quran and the
sunnah. Consuming halal products is an essential obligation of Muslims wherever they live
(Zulfakar et al., 2018). It is considered the responsibility of every Muslim to follow norms and
values as provided by the Quran and the sunnah as best as they can in their daily life, even
though it is challenging to assimilate Islamic norms to non-Muslim majority surroundings.
Thus, halal certification is seen vital, particularly concerning halal tourism as it is viewed as
a mechanism that Muslims travellers would depend on especially when visiting new,
unfamiliar places during their tour (Suharko et al., 2018). Concerning the responsibility of
producing halal certification, individual bodies or agencies are the ones who will take charge
(Sulaiman et al., 2019). Many agencies perform halal certification processes such as Jabatan
Kemajuan Islam Malaysia (JAKIM), Majelis Ulama Indonesia (MUI) and Brunei Religious
Council, Ministry of Religious Affairs.
Taking an example of Malaysia, JAKIM established the halal logo and implemented the
thorough halal certification system (Badruldin et al., 2012; Yusuf et al., 2016; Marzuki, 2016;
Kamassi et al., 2020). Since the year 2005, JAKIM has produced the Manual Procedure for
Malaysia Halal Certification (MPPHM), a reference document for Halal Certification which is
concurrently used together with the Malaysia Halal Standard (Jabatan Kemajuan Islam
Malaysia, 2015). The usage of MPPHM aims to clarify requirements to be complied with in
managing the halal certification process. JAKIM also issues a halal certificate for products
marketed for local and international levels, as well as managing and taking charge of
implementing halal guidelines. Besides JAKIM, Halal Industry Development Corporation
(HDC) is also given a task further to improve halal developments in terms of standards,
branding, commercial and industrial aspects. HDC sets a broader mission of having the
intention of building a global halal community by nurturing the growth and participation of
local businesses into the global halal market.
Halal certification is also implemented in several other countries around the world. For
instance, in Indonesia, Halal Assurance System was introduced by “Lembaga Pengkajian
Pangan dan Obat-obatan Kosmetika Majelis Ulama Indonesia” since 2005 as a system to
assure that products are halal and certified by Majlis Ulama Indonesia. In Pakistan, the
Pakistan National Accreditation Council is taking charge of listing the halal certification
bodies, whereas in Brunei, the Halal Food Control Division under the Ministry of Religious
Affairs is taking charge to ensure all businesses in Brunei that produce, supply and serve
food and beverages are equipped with halal certification either in the form of permit (i.e.
label) or a certificate. These efforts have demonstrated that halal certification is not only
crucial among consumers but also among businesses. The demand from consumers for halal
products and services determines the acceptance of a product or service. The requirement of
JIMA halal certification in visible form such as a logo has indirectly become a substantial
12,5 requirement that businesses have to oblige, besides other standard product branding
necessity (Shafiq et al., 2015). Although businesses might claim that their products or
services are halal-guaranteed, the endorsement from an impartial third party (e.g. governing
authorities) is deemed imperative to increase consumers’ confidence and loyalty to products
or services. It has open for another set of opportunities and challenges to be faced by
1048 businesses, especially among the food operators in ensuring the food they serve is halal and
known among consumers. The next sub-section will entail further the effect of possessing
halal certification on businesses.

2.3 Effect of possessing halal certification on business

Halal certification is not only associated with food or consumable items, but it also covers
other items such as cosmetics, pharmaceuticals and toiletries. Besides the halal certification
itself, there are standards including Hazard Analysis Critical Control Point (HACCP), Good
Manufacturing Practices (GMP), Good Hygienic Practice (GHP) and ISO9000 that are
compulsory for food manufacturers and producers to comply with to meet the halal
requirements. In Malaysia, manufacturers and producers who manage to obtain the halal
products certification by JAKIM are said to be able to provide the consumers assurance that
ingredients use the processing, preparation, hygienic and cleanliness procedures complying
with the halal requirement and are consistent with HACCP and other quality assurance
standards (Zakaria et al., 2017).
Looking further into this perspective, the demand for halal requirements has brought an
effect on processing halal certification among business operators. Halal is a now a common
term resulted by the increasing demand of both Muslim and non-Muslim community
worldwide on clean, healthy and safe food (Haque et al., 2015). It is attributed by the recent
increase of cases associated with foodborne illnesses such as mad cow disease and bird flu
virus throughout places such as Brazil, China, Philippines and United Kingdom (Camino
Feltes et al., 2017). Besides Sharia-compliant, the halal certification also focuses on the
process of producing foods which cover hygienic, quality and safety for Muslim
consumption. Muslim consumers also rely on the product label besides the halal logo for
necessary information in making purchasing decisions (Mohayidin and Kamarulzaman,
2014). The consumers need to be able to find information on the origin of the products such
as the ingredients used and the processing method involved as these contributed to the halal
requirements. Missing such information on product labels will result in a lack of confidence
among consumers to purchase such products.
In the context of halal tourism, the halal requirement affects especially those involved
with producing food-related products. One of the exciting agendas for many tourists is to
taste the local delicacies as part of their trip itinerary. According to Yusuf et al. (2017), it is a
significant advantage for tourist premises such as hotel restaurants, cafes and even local
food stores to display halal logos to boost tourists’ confidence not only for Muslim tourists
but also non-Muslim tourist as the awareness of halal concept has been broadened to cover
not only religious perspective but also overall total cleanliness (Shafaei and Mohamed,
2015). Halal certification also brings benefit to business performance in terms of Islamic
view, social contribution, financial capital and human capital (Yusuf et al., 2017). It is viewed
as a motivation to gain a religious benefit, consumers’ satisfaction and provide more job
opportunities and indirectly reduce social problems. From a financial capital perspective, the
halal certification serves as an internal resource to boost sales and influence customers’
purchasing decision, whereas from the human capital perspective, it increases skill and
development of the companies’ human resources.
 As much as the halal certification brings benefits for both consumers and businesses, it Halal
is also important to note that no parties are taking advantage of this matter. Works of certification
literature have also revealed that there are parties who take advantage of this situation to
produce fake halal logos for displays at their premises and products (Muhamad et al., 2019;
for tourism
Shafiq et al., 2015; Zakaria et al., 2017). For instance, a recent study highlighted that the marketing
elements of circle pattern which reflects moon shape and star had been widely used to the
non-halal products, to create some sense of similarities with any other halal products
(Zuhudi and Dolah, 2017). Thus, it is essential to obtain more profound understanding 1049
attributes of recognition towards halal logo design to avoid confusions during product
consumption. In 2014, The Star Online reported on conflicting images of Hindu deity placed
next to the halal logo on the label of bottled mineral water. Consumers have then lodged a
complaint which was clearly violated with Malaysian Halal Certification Procedure Manual
under Article 6.3 Packaging and Labeling, and therefore that the company should change
the image on the labels (Zuhudi and Dolah, 2017). Such an incident should be avoided in the
future as the situation might lead to unreliable issues of the existence of a variety of halal
logo be misinterpreted. It not only tarnishes the reputation of genuine business operators
who seek for the halal certification through the correct channel and procedures but also the
reputation of the authority who governs the responsibility of managing the halal
certification. Therefore, it becomes the responsibility of every party, not only the governing
bodies but also business operators and consumers, to have some share in ensuring the whole
eco-system of halal certification work successfully. The halal certification eco-system
requires each party to play their role significantly in ensuring the credibility and
trustworthiness of the halal logo.
In terms of process, Khan et al. (2019) described the similarity between halal certification
and other food safety certifications; however, it has an extended Sharia-compliant component
to the overall process. In tourism, halal certification is mostly discussed from food and dining
context within tourist attraction areas. Halal certification in tourism has been discussed in
detail by Khan and Callanan (2017) through a review study. They coined “halalification” in
tourism and surveyed different terms in language and marketing campaigns to describe the
travelling activities performed by Muslim. Further, they defined halal tourism as leisure
travel activities that allow Muslims to retain their religious faiths. They also highlighted the
benefits of halal certification to food and hospitality sectors. Khan and Callanan (2017) are not
the only researchers who had studied the effects of halal certification on businesses. Many
other researchers have also proven that halal certification leads to positive effects on the
overall business operations primarily in food-related industries. However, we wonder
whether the food operators are aware of the potential halal certification and how do they
think about it in helping the overall tourism activities in an area. We are also curious to know
whether the adoption of halal certification among food operators is influenced by certain
aspects that belong to them. Therefore, we aimed to explore the attributes of food operators
and their attitudes towards halal certification in Indonesia. In bridging the gaps, this study
looks at food operators’ attributes that are characterised by the number of branches they
have, age of their business, knowledge on halal tourism and knowledge on the market
segment. On the other hand, food operators’ attitudes are represented by performance beliefs,
intention to apply and target market segment.

3. Related concepts and hypotheses

Food operators’ attributes can be referred to as the characteristics or traits that can be
associated with the business in describing their qualities. Therefore, we identified three
characteristics that can be a sub-category to attributes, namely, the number of branches, age
JIMA of business and knowledge on halal tourism. The number of branches is always regarded as
12,5 a symbol of a business strength (Shyu and Chiang, 2012) and an indication of having a good
growth of the business (Sharif and Islam, 2017). It also represents the size of the business
(Adom et al., 2018) that food operators have. Further, age of business could be an indication
of business stability (Awoleye et al., 2019) and able to keep up within market so it can
maintain their business as well as achieving their goals (Budiman et al., 2017).
1050 Finally, we wanted to examine whether food operators’ knowledge of halal tourism could
be related to halal certification. Halal tourism knowledge represents food operators’
understanding of halal food and Muslim travellers’ needs (Lanui and Bunnag, 2017).
Accordingly, we proposed the following hypotheses:

H1. Food operators who had obtained halal certification had one or more branches.
H2. Food operators who had obtained halal certification had run business longer.
H3. Food operators who had obtained halal certification had knowledge in halal
tourism.
Apart from the food operators’ attributes, this study is also interested in examining their
attitudes on halal certification. We define attitudes as food operators’ thinking of the halal
certification concepts within the boundary of halal tourism. Further, we divided the
attitudes into three subcategories represented by performance beliefs, intention to apply and
target market segment. Performance beliefs refer to an individual’s beliefs towards the
positive effects of a specific good or service (Mutale, 2017). In this study, we will examine the
food operators’ beliefs on halal certification and its outcomes in giving a benefit to their
business. Further, the study is also interested in examining food operators’ intention who
had not yet obtained halal certification towards getting it for their business. This attitude is
characterised by the intention to apply the halal certification. Their target market segment
will also measure food operators’ attitude. Market segments generally refer to a group of
individuals, groups or organisations who may share the same interests, traits and
characteristics (Camilleri, 2018). In the context of halal tourism, target market segment could
be Muslim travellers. Therefore, we proposed the following hypotheses:

H4. Food operators who had obtained halal certification believed that Muslim tourists
boosted their business.
H5. Food operators who did not have halal certification planned to apply.
H6. Food operators who had obtained halal certification targeted Muslim tourists as
their customers.
H7. Food operators who targeted Muslim patron had knowledge in halal tourism.

4. Methodology
4.1 Method
As stated earlier, Bandung was chosen as an instance of a popular tourist destination in
Indonesia. Therefore, this study was conducted to understand the attributes and attitudes of
food operators in Bandung towards halal certification in the city and its effects on the
overall tourism industry. It was conducted by surveying and interviewing the food
operators in the city between August and December 2018. A quantitative analysis was
conducted on the responses given by the respondents. Seven hypotheses were constructed to
understand the food operators’ attributes and their attitudes towards halal certification in
Bandung and its implication, as listed in Table 1. Hypotheses tests were conducted to Halal
evaluate the relations between the variables related to food operators and halal certification certification
in Bandung. Table 1 also describes the category and subcategory of the hypotheses in
for tourism
relation to attributes and attitudes.
marketing
4.2 Participants
The respondents of the study were recruited among people who run a business on food 1051
services in Bandung including business owners of restaurants, local or international
franchises, fast foods, cafeterias, food courts and confectionaries. Hawkers and street food
stalls were excluded from the study as they did not have permanent buildings for running
the food services. A simple random sampling technique was used in recruiting the
participants. The researchers identified the business owners by searching the business
name and contact information from the internet. An invitation was made through email,
phone call and text messaging, followed by appointment for an interview session upon
getting the business owners’ consent. Some participants were recruited through a direct
walk-in to their premises to get their consent to participate in the study. The number of food
operators who participated in the study was 298.

4.3 Materials
A questionnaire was designed containing 16 items in four sections. Table 2 summarises the
questions and the corresponding sections of the questionnaire. The questionnaire was
evaluated by two experts in item constructions and tourism research. Three cycles of
evaluation and amendments were conducted to ensure the clarity of the questions. Closed-

No. Hypothesis Category Subcategory

H1 Food operators who had obtained halal certification had Attribute Number of branches
one or more branches
H2 Food operators who had obtained halal certification had Attribute Age of business
run business longer
H3 Food operators who had obtained halal certification had Attribute Knowledge of halal
knowledge in halal tourism tourism
H4 Food operators who had obtained halal certification Attitude Performance beliefs
believed that Muslim tourists boosted their business
H5 Food operators who did not have halal certification Attitude Intention to apply
planned to apply
H6 Food operators who had obtained halal certification Attitude Target market
targeted Muslim tourists as their customers segment
H7 Food operators who targeted Muslim patron had Attribute Knowledge of the Table 1.
knowledge in halal tourism market segment List of hypotheses

Section Name No. of questions

Table 2.
Section A Demographics information 7
Section B Halal food service 4 Sections in the
Section C Demand for halal food 3 questionnaire and the
Section D Promotion of halal food 2 corresponding
Total 16 number of questions
JIMA ended questions were used where respondents could choose one of the given options that
12,5 best described them in terms of their attitude towards halal tourism in Bandung.

4.4 Procedure
The survey was conducted by approaching and inviting people who run businesses related
to food services in Bandung. Upon receiving consent by the potential respondents, the
1052 printed survey was distributed to them. Depending on the requests from the food operators,
the enumerators facilitate them during the process of answering the questions. Most of the
respondents took less than 20 min to complete the questionnaire. The actual survey took
place from August to December 2018.
Before the actual survey, a pilot study was conducted in July 2018 as the preliminary
study to validate the accuracy and clarity of the items in the questionnaire. A total of 30
respondents participated in the pilot study, and their responses were analysed to measure
whether the responses provide a correct and accurate form of data. Based on the responses
coded from the pilot study, amendments were made on the questions to improve the
accuracy and clarity of the items in the questionnaire.

5. Results and discussions

5.1 Normality test
A Shapiro–Wilk test was conducted to evaluate the normal distribution of the data. The test
result suggested that the data were normally distributed.

5.2 Descriptive statistics

Most of the food operators (i.e. 92%) registered their businesses. The earliest business was
started in 1952, whereas 67 of the respondents started their business in 2018. A total of 22%
of the respondents had run the food services for more than 10 years, whereas 34% had less
than five years in running food services in Bandung. About 40% of the respondents run
food services between 6 and 9 years. The size of business ranges from only a store to 7,000
branches. However, 52% of the food operators do not have any branch, whereas 30% of the
food operators had more than ten branches over Indonesia.
The analysis revealed that the type of food-service establishments is varying among the
food operators. The highest number with 24% of the respondents runs family businesses,
16% of them run the cafeteria, 13% run a fine-dining food service and 11% had a local
franchise food service, food court and food stalls, respectively. Less than 15% of food service
establishments are an international franchise, mobile vendor, ethnic, confectionary and food
cart (refer to Figure 1). In terms of the menu served to the customers, 90% of the food
operators served local foods including the traditional Indonesian. The remaining 10% of the
food operators served western, middle eastern, Chinese, fusion and fast food. Figure 2 shows
a bar chart illustrating the distribution of food served by the operators.
The analysis was further performed on the food operators’ knowledge about halal
tourism in Bandung. Almost half of the respondents know halal tourism, whereas about
15% of them were not sure of what halal tourism is all about. The remaining food operators
do not have any knowledge of halal tourism. Majelis Ulama Indonesia awards the halal
certification. It is a local body that governs the halal certification in Indonesia. Just over half
of the food operators have the halal certificate although a small number of them were not
sure of what is halal tourism. The remaining food operators intend to apply for halal
certification. More than 80% of the food operators did not have a specific group of religion
as their target customers.
 112 Halal
certification
75 for tourism
62
55
marketing
50 51

18 22 1053
10 12
5

Figure 1.
Types of food service
establishment

Others 23

Chinese 10

Fast Food 50

Tradional Indonesian 104

Indonesian 165

Middle Eastern 8

Fusion 4 Figure 2.
Types of food served
Western 47 by the food operators

The study further analysed the food operators’ responses to the specific facilities that a food
service should have. They were asked to rate their agreement the facilities of halal food
outlets should have, including good food, warm hospitality, separate prayer area for males
and females, ablution area, azan announcement, staff that is trained in halal food
preparation and services, providing information about menu’s ingredients, separate kitchen
facilities and utensils primarily if serving both halal and non-halal food and clean
surrounding. Most of the food operators agreed that good food, warm hospitality, staff that
is trained in halal food preparation and services and clean surrounding are the great facility
that halal food outlets should have. The bar charts in Figure 3 show the responses.
The study also asked the food operators on their opinion on the halal food market
demand. More than 60% of the food operators agreed that Muslim tourists in Bandung are
one of the essential market segments for them to run food services businesses in Bandung.
The pie chart in Figure 4 shows their agreement to the contribution of Muslim tourist as a
market segment. Similarly, they also agreed that Muslim tourists in Bandung demanded
halal food service, as shown in the pie chart of Figure 5. In terms of marketing and
promotion, 65% of the food operators used social media to market their business as
compared to the website and portal. The food operators also rated photo gallery, operation
hours, menu and price and contact detail as the primary information that must be placed in a
halal portal.
JIMA 60%

12,5 50%

40%

30%
1054
20%

10%

0%
Good Food Warm Separate prayer Abluon Azan Staff that is Providing Separate Clean
Hospitality area for males (Wudu’) area Announcement trained in halal informaon kitchen facilies Surrounding
and female food about menu’s and utensils
Figure 3. preparaon and ingredients especially if
services serving both
Facilities that halal and non-
halal food outlets halal food

should have Strongly Disagree % Disagree % Not Sure % Agree % Strongly Agree %

Strongly Disagree,
0.40% Disagree, 5.70%

Strongly Agree,
18.30%

Not Sure, 30.80%

Figure 4.
Muslim tourist Agree, 44.80%
market is an essential
segment to the
business

5.3 Hypothesis tests

An analysis was conducted on the data based on the specified hypotheses in the previous
sections. A series of Pearson Chi-square (goodness-of-fit) tests were conducted to evaluate
the association between variables in the study. We set a = 0.05, and the sample size for all of
the hypotheses is adequate and more than five. First, the study analysed the data to see if
there is a relation between halal certification possession and the number of branches the
food operators’ have. The chart in Figure 6 shows the number of branches with halal
certification possession. Hence, the study tested H1 on “The food operators who obtained
halal certification had one or more branches”. Pearson’s Chi-square test shows a correlation
between halal certification and number of branches ( x (9, N = 298) = 35.303, p < 0.001).
Hence, H1 is supported. The analysis of the data suggested that food operators who have
expanded their business to more than one outlet are highly likely to have halal certification
for their business.
 Strongly Disagree
1%
Disagree
4%
Halal
certification
for tourism
Strongly Agree marketing
20%
Not Sure
27%
1055

Figure 5.
Muslim tourist
market demand for
Agree halal food and food
48%
services

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0% Figure 6.
0 1 2 3 4 5 6 7 8 9 More Number of branches
than 10 and halal certification
Obtained Halal Cerficaon Did not obtain Halal Cerficaon possession

Next, the study analysed the data to see if there is a relation between halal certification
possession and the length of doing their businesses. The chart in Figure 7 shows the halal
certification possession and the length of doing the businesses. Hence, the study tested H2
on “The food operators who had obtained halal certification had run business longer”.
Pearson’s Chi-square test shows no correlation between halal certification and the length of
doing business was found ( x (9, N = 298) = 15.269, p = 0.084). Hence, H2 is not supported.
The results suggested that no association was found between halal certification and the age
of business of the food operators.
Then, the study analysed the data to see if there is a relationship between knowledge
about halal tourism and the possession of halal certification. The chart in Figure 8 shows the
halal certification possession and their knowledge about halal tourism. Hence, the study
tested H3 on “The food operators who had knowledge about halal tourism obtained halal
certification”. Pearson’s Chi-square test shows a correlation between halal certification and
their knowledge about halal tourism ( x (2, N = 298) = 66.104, p < 0.001). Hence, H3 is
supported. Based on the hypothesis, we can say that knowledge of halal tourism had let the
food operators apply for halal certification.
JIMA 100%
90%
12,5 80%
70%
60%
50%
40%
1056 30%
20%
Figure 7. 10%
Length of doing 0%
business and halal 1 2 3 4 5 6 7 8 9 More
certification than 10
possession Obtained Halal Cerficaon Did not obtain Halal Cerficaon

100%
90%
80%
70%
60%
50%
40%
30%
20%
Figure 8.
Knowledge about 10%
halal tourism and 0%
halal certification No Not Sure Yes

possession Obtained Halal Cerficaon Did not obtain Halal Cerficaon

The study analysed the relationship between the food operators’ perception that
Muslim tourists boosted their businesses and the possession of halal certification. The
chart in Figure 9 shows the food operators’ perception that Muslim tourist boosted their
businesses and halal certification possession. Hence, the study tested H4 on “The food
operators who believed that Muslim tourists boosted their businesses had obtained
halal certification”. Pearson’s Chi-square test shows a correlation between halal
certification and the food operators’ perception ( x (1, N = 298) = 14.479, p < 0.001).
Hence, H4 is supported. The analysis suggested that positive perception of food
operators on the capability of halal certification would influence their decision whether
or not to apply for it.
The study further analysed the relationship between the food operators’ intention to
apply halal certification and halal certification possession. Hence, the study tested H5 on
“The food operators who did not have halal certification planned to apply it”. Pearson’s Chi-
square test shows a correlation between the food operators’ intention to apply halal
certification and halal certification possession ( x (3, N = 298) = 9.985, p = 0.05). Hence, H5 is
supported. It is suggested that food operators intend to apply for the halal certification for
those who have not yet done so.
Besides, the study analysed the relationship between targeting Muslim patron as customers Halal
and the possession of halal certification. The chart in Figure 10 shows the food operators who certification
targeted Muslim patron as their customers and halal certification possession. Hence, the
study tested H6 on “The food operators who targeted Muslim patron had halal certification”.
for tourism
Pearson’s Chi-square test shows a correlation between halal certification possession and marketing
targeted Muslim patron as customers ( x (1, N = 298) = 9.798, p < 0.05). Hence, H6 is
supported. The results suggested that food operators who know the potential of Muslim
tourists as their market segment had obtained halal certification for their business.
1057
Further, the study analysed the relationship between targeting Muslim patron as
customers and the food operators’ knowledge of halal tourism. The chart in Figure 11 shows
the food operators who targeted Muslim patron as their customers and their knowledge
about halal tourism. Hence, the study tested H7 on “The food operators who targeted Muslim
patron had knowledge in halal tourism”. The Pearson’s Chi-square test shows correlation
targeting Muslim patron as customers and the food operators’ knowledge on halal tourism
( x (2, N = 298) = 8.072, p < 0.05). Hence, H7 is supported in which food operators’ knowledge
on halal tourism had helped them to identify the Muslim tourists as their target customers.

5.4 Discussion
This study aims to explore the attributes of food operators and their attitudes towards halal
certification in Indonesia. It specifically looked at food operators’ attributes that are

Did not obtain Halal Cerficaon

Obtained Halal Cerficaon Figure 9.

Perception that
Muslim tourists
boosted businesses
0% 20% 40% 60% 80% 100% and halal certification
Yes No possession

Did not obtain Halal Cerficaon

Obtained Halal Cerficaon

Figure 10.
Targeting Muslim
patron as customers
0% 20% 40% 60% 80% 100% and halal certification
Yes No possession
JIMA characterised by the number of branches they have, age of their business, knowledge
12,5 on halal tourism and knowledge on the market segment. Meanwhile, the food
operators’ attitudes are represented by performance beliefs, intention to apply and
target market segment. The results of the study are presented in two ways covering
the descriptive analysis and hypothesis tests. The descriptive analysis suggested that
48% of the food operators had two and more branches of food outlet throughout
1058 Indonesia.
Further, more than 60% of the food operators agreed that Muslim tourists in
Bandung are one of the essential market segments for them to run food services
businesses in Bandung. They are also aware that Muslim tourists highly demand halal
food while they visit Bandung. Almost half of the respondents know halal tourism and
over half of the food operators have the halal certificate in spite of the small number of
them were not sure of what is halal tourism. The results of the hypothesis tests also
demonstrated good indicators towards identifying the attribute of the food operators
and their attitudes towards halal certification. Table 3 summarises the results of the
hypothesis tests.
Based on the results of the hypothesis tests, we can characterise the attributes of food
operators in Bandung and their attitudes towards halal certification, as illustrated in
Figure 12. This study found that the number of branches, knowledge on halal tourism
and knowledge on market segment characterised the food operators who have obtained
halal certification for their business. However, the age of business was not associated

100%
90%
80%
70%
60%
50%
40%
30%
20%
Figure 11.
Targeting Muslim 10%
patron as customers 0%
and knowledge about No Not Sure Yes
halal tourism Targeng Muslim patron as customers Targeng Muslim patron as customers

No. Hypothesis Results

H1 The food operators who had obtained halal certification had one or more branches Supported
H2 The food operators who had obtained halal certification had run business longer Not
supported
H3 The food operators who had knowledge about halal tourism obtained halal certification Supported
H4 The food operators who believed that Muslim tourists boosted their businesses had Supported
obtained halal certification
Table 3. H5 The food operators who did not have halal certification planned to apply it Supported
Results of the H6 The food operators who targeted Muslim patron had halal certification Supported
hypothesis test H7 The food operators who targeted Muslim patron had knowledge in halal tourism Supported
with halal certification among food operators in Bandung. On the other hand, the food Halal
operators obtained halal certification as they believed that their business performance certification
could increase by having it. Also, the food operators without the halal certification had for tourism
the intention to apply for it. They were also aware that Muslim tourists are a good target
of market segment for their business in Bandung.
marketing
The findings of the study could have practical and theoretical contributions to the
overall tourism industry in Indonesia. First, it provides evidence that large food 1059
businesses with multiple branches are more likely to have halal certification for their
premises and food business. Perhaps, the halal certification could be one of the
marketing approaches to attract Muslim tourists. In fact, they knew that Muslim
tourist is one of the potential market segments for their businesses. In terms of
attitudes, the food operators had positive thinking on halal certification in which they
perceived it could increase their business performance. They had the intention to
apply for the certification while they also targeted Muslim tourists as the potential
market.

6. Conclusion and future works

This study intended to examine the attributes of food operators and their attitudes towards
halal certification in Indonesia. The outcomes of this study suggested that the number of
branches they have, knowledge of halal tourism and knowledge on market segment
characterised food operators with halal certification for their business. However, the age of
business was not associated with possession of halal certification among the food operators
in Bandung. In terms of their attitudes, this study suggested that food operators believed
that their business performance could increase by having halal certification. Those who had
no halal certification for their business had the intention to apply for it. They were also
aware that Muslim tourists are a good target of market segment for their business in
Bandung.
We are aware of the limitations of this study; for that reason, we suggest the
following future works for further validating or improving the overall outcomes of
the study. The study was conducted within one area in Indonesia; therefore, the
generalisability of results is limited. We want to suggest to other researchers to apply
the study in a broad context of Indonesia by considering multiple tourist areas. More
extensive coverage of tourist areas may provide outcomes that are more
representative for Indonesia. During the analysis, we also realised that food operators
with only one outlet were least associated with halal certification. Hence, more studies
are needed to investigate the factors that may influence small-size businesses in
obtaining halal certification for their food premises. These factors could be the
complexity of the halal certification process or unavailability of support given by
related agencies to them in obtaining halal certification.

• Number of • Performance
branches beliefs
• Knowledge on halal • Intention to apply Figure 12.
tourism • Target market
• Knowledge on segment
Attributes of food
market segment operators and their
attitudes towards
Attributes Attitudes halal certification
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Corresponding author
Norliza Katuk can be contacted at: k.norliza@uum.edu.my

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