Implications of marketing Jordan as a Halal tourism destination

Abstract

Purpose

The purpose of this paper is to build a better understanding of the concept of Halal tourism as expressed by Muslim Jordanian tourists who want to comply with the Islamic law. The study also examines Jordan as a Halal tourism destination as perceived by those tourists. Implications of marketing Jordan as a Halal tourism destination are among the research questions.

Design/methodology/approach

The paper is empirical and quantitative in nature with a survey type. The sample of the study is Muslim Jordanians in the cities of Amman and Irbid. Respondents were chosen randomly in shopping malls, gardens and public places. A self-completion questionnaire was administered to collect the data for the research and 920 questionnaires were returned. The data were analysed using descriptive and reliability and explanatory factor analysis in addition to certain tests such as one sample t test and two samples chi-square tests.

Findings

Halal tourism in Jordan is established but needs more enhancements and promotion. Jordan was evaluated positively in 14 Halal services and was unsuccessful in ten others. The motives for Jordanian Muslim tourists who want to comply with the Islamic law, to travel to Halal destinations were destinations that offer Halal-friendly services; to know Islamic religious sites; and to learn about Islamic history. Jordanian tourists were knowledgeable of local and international Halal destinations (78.2 and 67%, respectively). More than half of the sample experienced Halal destinations in Jordan and only 26.4% abroad. From a marketing point of view, the results of this study reveal good awareness of potential Jordanian tourists towards Halal tourism and Halal services. The study revealed that Jordanian Muslim tourists who want to comply with the Islamic law showed significant positive motives to travel Halal tourism destinations. In addition, the study showed statistically significant knowledge and experiences in local Halal destinations, but not in foreign Halal destinations.

Research limitations/implications

The lack of research on Halal tourism in Jordan gives limited in-depth discussion. In addition, the study sample was chosen from two major cities in Jordan; therefore, further research is needed to include a representative sample of the whole country.

Practical implications

The paper includes marketing implications on Halal tourism in Jordan. The authors suggest marketing strategies should be launched to emphasise the importance of Halal tourism and marketing Jordan as Halal tourism destination. The recommendations of this study provide positive and negative results on Jordan as a Halal tourism destination. The negative evaluation of Jordan in terms of Halal services should be redressed by the Jordanian Government and the Jordanian private tourism and hospitality sectors to build a positive image of Jordan as a potential competitive Halal destination for Muslim tourists who want to comply with the Islamic law.

Originality/value

The paper is among the first of its kind, which empirically examined the motives of Jordanian Muslims who want to comply with the Islamic law to travel to Halal tourism destinations as well as evaluating Jordan as a Halal tourism destination. This study fills the gap in literature about Halal tourism in Jordan and presents Halal tourism as one of the alternative forms of tourism of high potential for Jordan to compete in this market segment.

Citation

Harahsheh, S., Haddad, R. and Alshorman, M. (2020), "Implications of marketing Jordan as a Halal tourism destination", Journal of Islamic Marketing, Vol. 11 No. 1, pp. 97-116. https://doi.org/10.1108/JIMA-02-2018-0036