ABSTRACT
The growing incomes among the Muslim millennial consumers, their global connectedness, and the availability of more affordable air travel options have led to increased motivation among this segment to travel. An important yet under-researched aspect of Muslim millennial tourist behaviours is the value they place on halal in different elements of tourism vis-à-vis their personality traits. This study used exploratory techniques to unravel the actual importance Muslim millennials give to halal in selecting destination and selecting places to stay and eat. The importance of halal among Muslim millennials inadvertently translates to the value of halal certification. Amidst the growing race for halal certification in hospitality industries to lure Muslim travellers, this study sheds light on what are the preferences of one of the most attractive Muslim consumer segments. It is found that for Muslim millennial tourists, halal and Shariah-compliance are predominantly important in selecting places to eat. In overall tourist behaviour, and even in self-image, Muslim millennials express their outlook as a global tourist almost as equally as a Muslim tourist.
