The perception of non-Muslim tourists towards halal tourism: Evidence from Turkey and Malaysia
Article publication date: 8 October 2018
Issue publication date: 18 October 2018
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.
Qualitative data were collected by conducting 35 semi-structured interviews with non-Muslim tourists in Malaysia and another 25 in Turkey.
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.
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.
Battour, M., Hakimian, F., Ismail, M. and Boğan, E. (2018), "The perception of non-Muslim tourists towards halal tourism: Evidence from Turkey and Malaysia", Journal of Islamic Marketing, Vol. 9 No. 4, pp. 823-840. https://doi.org/10.1108/JIMA-07-2017-0072
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