Navigating Halal Compliance: Factors Influencing Halal Food Surety in Non-Islamic Countries

This study examines the determinants affecting Halal food assurance in non- Muslim nations. A quantitative methodology was utilized, with data gathered via surveys from Muslim travelers who visited non-Muslim nations. The research employed Smart-PLS 4.0 for data processing and Structural Equation Modeling (SEM) to investigate the correlations. The study reveals that knowledge of Halal standards, food processing assurance, religious observance, marketing strategies, and the use of technology significantly influence Halal food security in non-Muslim countries. Knowledge of Halal standards and food processing assurance enhances trust, while religious observance, effective marketing, and digital tools improve awareness and access. These factors collectively shape the availability and visibility of Halal food options. This study enhances understanding of Halal food in tourism by thoroughly examining the determinants of Halal food assurance in non- Muslim nations, emphasizing opportunities for advancement in the tourism and hospitality industries.