The perception of non-Muslim tourists towards halal tourism

Battour, Mohamed and Hakimian, Fatemeh and Ismail, Mohd Nazari and Boğan, Erhan (2018) The perception of non-Muslim tourists towards halal tourism. Journal of Islamic Marketing, 9 (4). pp. 823-840. ISSN 1759-0833

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Official URL: https://doi.org/10.1108/JIMA-07-2017-0072

Abstract

Purpose: This paper aims to explore the perceptions of non-Muslim tourists towards halal tourism in Malaysia and Turkey. It also investigates the extent to which non-Muslim tourists are willing to purchase certain types of halal products and services. Design/methodology/approach: Qualitative data were collected by conducting 35 semi-structured interviews with non-Muslim tourists in Malaysia and another 25 in Turkey. Findings: Six major aspects are identified that describe the perceptions of non-Muslim tourists towards halal tourism. This paper also provides some suggestions for destination marketers on how best to cater for Western tourists and increase international arrivals. Originality/value: This paper explores the perceptions of non-Muslim tourists towards halal tourism which is totally new research in destination marketing. It provides some original insights into the interactions between the religion of Islam and non-Muslim tourists. The insight should be of value to authorities, the industry and academics in both the Muslim and non-Muslim worlds.

Item Type: Article
Uncontrolled Keywords: Destination marketing; Halal products and services; Halal tourism; Muslim friendly
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Divisions: Faculty of Business and Accountancy > Dept of Business Policy and Strategy
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 13 Sep 2019 04:00
Last Modified: 13 Sep 2019 04:00
URI: http://eprints.um.edu.my/id/eprint/22333

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