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Customers’ satisfaction as a critical success factor in halal tourism: literature review and research agenda

Punit Moris Ekka (Indian Institute of Management Sambalpur, Sambalpur, India)
Shikha Bhardwaj (Indian Institute of Management Sambalpur, Sambalpur, India)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 7 June 2024

Issue publication date: 12 July 2024

92

Abstract

Purpose

This review paper is based on secondary research of published literature on customer’s satisfaction in halal tourism to investigate, analyze and summarize what is already known about this current topic and to provide future directions about what could be known in the future.

Design/methodology/approach

This qualitative study follows a systematic approach, using the PRISMA protocol. Online databases, namely, Scopus, Web of Science and Google Scholar, were used for the data extraction. The data under investigation include articles published till July 2023.

Findings

However, an academic exploration of the burgeoning customer’s satisfaction with halal tourism is just getting started. It is an interesting subset of the tourism industry with potential. Recent studies have shed light on the importance of customers’ satisfaction in halal tourism by highlighting its most important aspects, as well as the most prominent theories, published authors, journals and research gaps. Toward the end of this study, suggestions for future research are made along these lines.

Originality/value

This study examines the conceptual evolution, potential and fruitful application of customers’ satisfaction in halal tourism in the postpandemic world. This study provides intriguing contextual data and insightful knowledge presented in a new context. This study discusses a comprehensive investigation and includes both academic and managerial consequences.

Keywords

Acknowledgements

Declarations of interest: none.

Citation

Ekka, P.M. and Bhardwaj, S. (2024), "Customers’ satisfaction as a critical success factor in halal tourism: literature review and research agenda", Journal of Islamic Marketing, Vol. 15 No. 8, pp. 2069-2085. https://doi.org/10.1108/JIMA-02-2023-0059

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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