The perception of non-Muslim tourists towards halal tourism: Evidence from Turkey and Malaysia

Abstract

Purpose

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.

Design/methodology/approach

Qualitative data were collected by conducting 35 semi-structured interviews with non-Muslim tourists in Malaysia and another 25 in Turkey.

Findings

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.

Originality/value

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.

Citation

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