... of Muslim travellers when they visit Muslim-minority countries. Design/methodology/approach Interviews were conducted on selected Muslim travellers who recently visited one of the following destinations, Japan, South Korea or Taiwan. Applying the process theory of travel, service marketing perspective...

... uniformity of halal definition and standards and effective support to the local SMEs. Practical implications This research implies that the standardisation of halal in a country is imperative in the Muslim-majority or Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority...