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Halal tourism with the family: destination – local islands of the Maldives

Khairul Akmaliah Adham (Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Nilai, Malaysia)
Nadiah Mahmad Nasir (Centre of Excellence for Sports Engineering (SERC), Faculty of Business and Communication, Universiti Malaysia Perlis, Arau, Malaysia)
Nur Sa’adah Muhamad (Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, Malaysia)
Saida Farhanah Sarkam (Faculty of Business and Management, Universiti Teknologi MARA – Jasin, Melaka, Malaysia)
Raudha Md Ramli (Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 30 January 2025

33

Abstract

Purpose

This study aims to investigate the attributes of halal tourism with family members by exploring the experiences of Muslims who had travelled with their families to the local islands of the Maldives. This country was chosen as the context of the study as it is a destination with a fully Muslim population, which served as a normative context for studying halal tourism.

Design/methodology/approach

A basic qualitative design was adopted as the research methodology, with the data collected through in-depth interviews with the selected Muslim families.

Findings

Nine emergent themes unique to the context of halal tourism with family members extend the existing discussion on family tourism and halal tourism. Overall, halal family tourism experience is laden with Islamic family values, characterised by the dimensions of group organisation, safety, practicality, risk management as well as mutual respect and benefit between travellers and providers, and among family members. This experience leads to increased family bonding and the internalisation of Islamic values. Hence, this study highlights halal tourism with family members as a form of dignified tourism.

Originality/value

Travel with the family deserves greater academic attention due to the large market size and the distinctive nature of travel undertaken by groups of individuals bonded through familial relationships. To the best of the authors’ knowledge, this study is among the first to explore the attributes of halal tourism with family members, and the normative Islamic context of the local islands of the Maldives assisted in elucidating the emergent themes and values of this form of halal tourism with family members. Halal family tourism, as a nexus of family tourism and halal tourism, offers a huge potential of future research avenue.

Keywords

Acknowledgements

The authors are thankful to all the informants who had willingly participated in this study.

Citation

Adham, K.A., Mahmad Nasir, N., Muhamad, N.S., Sarkam, S.F. and Md Ramli, R. (2025), "Halal tourism with the family: destination – local islands of the Maldives", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-03-2024-0117

Publisher

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Emerald Publishing Limited

Copyright © 2025, Emerald Publishing Limited

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