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Classification of halal hotels based on industrial perceived value: a study of Indonesia and Thailand

Atie Rachmiatie (Communication Science, Bandung Islamic University, Bandung, Indonesia)
Fitri Rahmafitria (Department of Resort and Leisure Management, Universitas Pendidikan Indonesia, Bandung, Indonesia)
Karim Suryadi (Communication Science, Universitas Pendidikan Indonesia, Bandung, Indonesia)
Ajeng Ramadhita Larasati (Tourism Program, Padjadjaran University, Bandung, Indonesia)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 18 August 2021

Issue publication date: 31 January 2022




The research aims to classify halal hotels based on Islamic values as embodied in both physical and non-physical attributes.


This study explores the perceived values of business owners of the halal hotels.


Perceptions of hotel owners are divided into three types: those who view the value of halal hotel only in terms of branding and attracting consumers; those who consider the ideology behind halal hotels based on strong Islamic values; and those who avoid halal branding but implement Islamic values in their hotels. For the hotel industry, halal certification is not a priority because a minimum effort at implementing halal standards can already attract Muslim customers. This case is especially true for countries where Muslims make up the majority of the population.

Research limitations/implications

This study was limited to a case study in Bandung and Bangkok as a representative of halal tourism in Asia. Hence, it could be extended by conducting comparative studies with other cities in Association of South East Asian Nation which already declare to develop halal tourism.

Practical implications

The findings of this research show that there is a large variety of halal hotel products, depending on the Islamic values upheld, which is causing difficulties for the government in creating standards. Then the result can help inform the government in establishing the strategic framework of halal tourism development, more particularly in the formulation of policy for industrial actors.


The findings contribute to the concept of product-centered business, in which it is generally assumed that industrial actors are frequently focused on the mere label of “halal” and ignore the true values. However, the research shows that some industrial actors put Islamic values first instead of the mere halal label, and another case shows that some of them implement Islamic values in their business but avoid halal branding. This empirical evidence shows that in halal hotels, the concept of product-centered is not always proper. The quality of halal hotel products depends on the Islamic value of the owner, not always influenced by business imperatives.



We would like to thank the Research and Community Service Institution, Bandung Islamic University, for the grant to fund this research.


Rachmiatie, A., Rahmafitria, F., Suryadi, K. and Larasati, A.R. (2022), "Classification of halal hotels based on industrial perceived value: a study of Indonesia and Thailand", International Journal of Tourism Cities, Vol. 8 No. 1, pp. 244-259.



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