Marketing Halal Tourism in a non-Muslim majority country: Friend or foe?
jhsr.220001
Zazli Lily Wisker*
Business School, Wellington Institute of Technology, Wellington, New Zealand
Olkan Guler
Business School, Wellington Institute of Technology, Wellington, New Zealand
*Corresponding author: lily.wisker@weltec.ac.nz
Abstract
Halal tourism has become an area of interest among academics and practitioners. It is because Muslims worldwide represent the second-largest religion, and the opportunity to tap into this market is enormous. This conceptual article provides a general understanding regarding marketing halal tourism in a non-Muslim majority host country. It also aims to help non-Muslim tourist providers to understand the crux of halal tourism. This article first discusses Islam and halal tourism and then reviews past studies on the critical cultural and religious needs of Muslim tourists. The three consistent halal elements needed by Muslim tourists include halal dietary requirements, halal accommodation, and the availability of worship places. To attract Muslim tourists, the host must provide some core halal products and services to complement the country’s brand image.
Keywords: Halal tourism, Halal Food, Halal Accommodation, Muslim Tourists, Satisfaction, Perceived Value