Factors influencing Malaysian muslim travelers’ destination choice in halal tourism / Fatihah Norazami Abdullah, Profesor Madya Dr Noriza Mohd Saad and Nor Edi Azhar Mohamed

The worldwide tourist sector has seen a substantial increase in the popularity of halal tourism, a specialized area catering to the interests and requirements of Muslim travelers, in recent years. Malaysian Muslims are a notable demographic within the varied variety of Muslim visitors, with specific preferences in their halal tourism destination selections. This paper looks into the multifaceted factors that influence Malaysian Muslim travelers' decisions when choosing halalfriendly destinations, shedding light on the interplay between religious considerations, cultural affinity, services and amenities, and a destination's overall appeal. Understanding these characteristics is critical not only for places hoping to attract this rising demographic, but also for the larger conversation about current travel trends and preferences.