A TASTE OF HOSPITALITY
THE HALAL CONCEPT DINING EXPERIENCE
Keywords:
halal concept restaurant, millennial, dining experience, intention, tourism and hospitalityAbstract
This study explores the behavioral intentions of millennial consumers toward Halal concept restaurants in urban Malaysia. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the research quantitatively examines the predictors of intention based on an extended Theory of Planned Behavior (TPB). Data was collected from 182 millennial respondents through a structured survey. Findings on demographics profile of the respondents reveal that majority of the respondents are women (64.3%). With regards to age, 30% of respondents are at the age of 30-34 years. Millennials are highly receptive to Halal concept dining, perceiving it as both trendy and enjoyable, which enhances their overall dining experience. The results offer valuable insights for stakeholders in tourism and hospitality management, particularly in developing innovative marketing strategies to engage millennial consumers and stay competitive in a rapidly evolving market landscape.
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