Sulaiman Yahya’s scientific contributions

Halal Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes in accordance with Islamic injunctions. Nigeria has over 100 million Muslim population which makes it an ideal marketplace and a place worth trillions of Dollars. As the Halal movement gains tractions, the global industry sets its sights on Nigeria's growing demand for Shariah-compliant goods and services. The purpose of this paper is to examine the application of marketing mix strategy for halal tourism consisting of product, price, promotion, location, personal, process and physical evidence towards consumer purchase intention of halal tourism in Kano-Nigeria. The paper observes that Nigeria as a country has the potentials of making tourism a main source of its earnings being that it has a diverse tourist attractions, a large domestics tourism market and unique cultural settings capable of enticing foreign tourists. The paper recommends among other things the entrenchment of sound halal tourism development master plan capable of rejuvenating the potentials in the economic blueprint of the country and ensuring sustainable halal tourism development participation even in the face of the current global economic melt-dawn due to the COVID-19 pandemic. The paper employs the Desk Study approach as its methodology. The findings from this article will benefit those in the tourism-related industries and policy makers. The specific identification of certain elements: product, price, promotion, location, personal, process and physical evidence towards consumer purchase intention of halal tourism in Kano-Nigeria would help the halal tourism service providers to offer attractive packages that meet the tourist' expectations. This paper has its limitation as it is a conceptual approached, empirical studies is recommended in the future. This paper is significant as it focuses on halal tourism by highlighting certain elements that influences consumer purchase intention towards halal tourism as previous studies were focused on general conventional tourism. Hence, information from this conceptual paper will provide more light on the importance of Muslim consumers' intention towards halal tourism in Kano-Nigeria.

Halal Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes in accordance with Islamic injunctions. Nigeria has a Muslim population of more than 100 million which makes it an ideal halal marketplace worth trillions of US dollars. As the halal movement gains traction, the global industry has set its sights on Nigeria’s growing demand for shariah-compliant goods and services. The purpose of this paper is to examine the marketing mix strategy for halal tourism consisting of products, prices, promotions, locations, personal preferences, processes and physical evidence of the intent to partake in halal tourism by consumers in Kano-Nigeria. This research paper observes that Nigeria as a country has the potential to make tourism a main source of income seeing as it has a diverse set of tourist attractions, a large domestic tourism market and a unique cultural heritage capable of enticing foreign tourists. This research paper recommends among other things that the entrenchment of a sound halal tourism development master plan capable of rejuvenating the economy of the country and ensuring sustainable halal tourism development even in the face of the current global economic melt-down due to the COVID-19 pandemic. The paper employs the Desk Study approach as its method for gathering the data to be used in this study. The findings of this research paper will benefit those in tourism-related industries and policymakers. The specific identification of certain elements namely: products, prices, promotions, locations, personal preferences, processes and physical evidence of a consumer’s intention to partake in halal tourism in Kano-Nigeria would help halal tourism service providers to offer attractive packages that meet tourist expectations. This paper has its limits as it is a conceptual approach, and empirical studies are both recommended and needed in the future.

The trend in the consumption of halal food products is experiencing a daily increase, as a result of the fact that the demand of halal food products is becoming higher and higher from consumers worldwide due to its safety, hygiene and quality. Even though the issue of the demand of halal food products has been widely highlighted in some existing halal literature, the determining factors influencing consumer purchase intention of halal meat product in Kano-Nigeria is yet to be discussed well in the current literature. This concept paper will discuss factors such as attitude, subjective norm, perceived behavioural control, product knowledge, product trust, celebrity endorsement, religiosity, and personal norm as an extension of the theory of planned behaviour (TPB) in the current complex food trade scenario. Cross-sectional quantitative survey approach will be used as the method of this study, using a self-administered questionnaire to collect the data. 500 questionnaires will be distributed within the total population frame of 9 million people living in Kano. The research findings can provide valuable insights for halal meat retailers on influencing factors that affect consumer's intention to consume and purchase from them. The findings of this study will enrich existing literature on halal meat product as well as broaden and deepen the theory of planned behaviour. It may also contribute towards necessary policy changes surrounding the halal meat market in Kano-Nigeria. Empirical studies by future researchers can be employed to test the relationship between the factors and also uncover other factors that can help in enhancing the purchase intention of halal meat product.