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The needs of Muslim hotel customers: evidence from Russian guests

Anna Shnyrkova (National Research University Higher School of Economics, Faculty of Business and Management, Moscow, Russia)
Marina Predvoditeleva (National Research University Higher School of Economics, Faculty of Business and Management, Moscow, Russia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 23 November 2019



The purpose of this study is to identify Halal hotel attributes demanded by the Russian Muslim travelers. Following this, the study aims to investigate whether gender and types of travelers influence the demand for Halal hotel attributes.


Semi-structured interviews were conducted to localize the list of Halal hotel attributes for the Russian business context. A self-administrated online questionnaire was designed, distributed and collected from 191 Russian Muslim customers, who have stayed at Halal hotels in the past 12 months. Data analysis includes a t-test and analysis of variance.


The study revealed a list of Halal attributes demanded by Russian Muslim customers. Also, the findings indicate that the list of the attributes demonstrated the differences in the requested attributes between gender and types of travelers.

Research limitations/implications

The study came across three main limitations. The first was that the respondents surveyed were leisure tourists. Second, the majority of the respondents have university degrees. Third, the research sample is limited to approximately 200 respondents. This research primarily contributes to tourism and hospitality management, and consumer behavior literature, as this is the first study yielding insights on a new demographic: Russian Muslim tourists.

Practical implications

The study provides a clear understanding of the Halal hotel attributes demanded by Russian Muslims that can help hotel managers to accommodate the needs of this group while, at the same time, meeting the requirements of guests of different religions.

Social implications

The study contributes to improving social relationships within the Russian Federation as it improves society’s understanding of the life principles of Muslims.


This is the first study investigating the demand for Halal attributes by Russian Muslim tourists. By partly covering the empty research field on this topic, the study provides meaningful direction to future research of the Russian hotels’ Halal services from both supply and demand perspectives.



Shnyrkova, A. and Predvoditeleva, M. (2019), "The needs of Muslim hotel customers: evidence from Russian guests", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



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