The effect of non-verbal messages (visual and audio) on the intention to buy from halal brand restaurants of Muslim tourists: A case study of halal restaurants in Turkey and Azerbaijan

The halal industry, as one of the most potentially researched and developed occupations, has received special attention around the world. The demand of about 1.8 billion Muslims worldwide has become an important opportunity for the halal industry (Yunus, Rashid, Ariffin, & Rashid, 2013). Halal industry includes halal goods and a wide range of economic activities, including pharmaceuticals, cosmetics, health, textiles, clothing, leather, financial activities, banking, travel and tourism (Hashemi, 2010). Meanwhile, the halal tourism industry has gained considerable popularity in recent years by focusing on the industry of producing and supplying halal food to Muslim and even non-Muslim tourists as a research field. The present study presents a research model for halal restaurants by examining non-verbal messages for tourists that lead to their aggressiveness (deterrence) and their interactive adaptation and determine their behavior. In particular, this article examines three issues: 1. How do non-verbal messages (messages that are not presented face-to-face) lead to interactive adaptation of consumers? And 2- Presenting communication results. The statistical population of this study is Iranian tourists who have traveled to one of the Muslim neighboring countries of Iran, Turkey or Azerbaijan and have used the services of halal restaurants in these countries at least once. Data from the sample population of 550 tourists in cooperation with 3 travel agencies based in Tehran that have sent Iranian tourists to the destinations of these countries and have prepared travel tours; it has come carefully.