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This study aims to provide a comprehensive and systematic review of halal tourism structure using bibliometric analysis. Halal tourism interest has increased due to the high demand for tourism products adhering to Shariah law. Furthermore, the vast Muslim population has increased the demand for halal tourism products and destination factors in this niche tourism segment.

A network visualization through bibliographic coupling and co-word analysis, this review presents a science mapping analysis to reveal the knowledge structure of emerging and future trends in halal tourism.

The current and emerging trends demonstrate three themes: the fundamentals of halal tourism, communication via word of mouth in halal tourism and Muslim tourist satisfaction and loyalty. At the same time, the co-word analysis presents the four themes primarily associated with halal tourism challenges: tourist satisfaction, service quality and Muslim travellers’ attraction.

The findings serve as crucial implications, contributing to halal and general tourism theory and application.

This review serves as crucial fundamental knowledge for future studies in halal tourism and its relevant themes for further development in tourism management. The most significant emerging theme in halal tourism is the intervention needed to increase Muslim tourist satisfaction and loyalty through halal-friendly service, customer-service quality, foods and beverages, facilities and privacy. The co-word analysis suggests increasing tourists’ engagement in halal tourism by invigorating the religiosity domain among tourists, improving service quality and perceived value and discovering new Muslim-friendly attractions. The most crucial finding from this study is to ensure that halal and Muslim-friendly tourism are at the same level, to the extent of better service according to Islamic practice. This approach would elevate the value and status of halal tourism as a trending product in Muslim and non-Muslim markets.

The purpose of this study is to examine and review tayyiban indicators in the context of halal food production. In Islam, food produced or manufactured must be halal and tayyiban. Even though both halal and tayyiban are always mentioned together in the Quran, the halal aspect is highlighted more than tayyiban. The discussion of tayyiban’s indicators is still vague.

The study was adopted based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses for the review of the current research which used two main journal databases, namely, Web of Science and Scopus. Accordingly, the search resulted in a total of 40 articles that can be systematically examined.

The results of review of these articles formulated five main themes: safety, nutrition, cleanliness, quality and authenticity. These five indicators are considered relevant enough in the context of halal food production to build a comprehensive tayyiban concept.

This study enriches the field of halal food research. The concept of tayyiban as a whole has been given limited attention in academic literature. At the end of this study, a number of recommendations are suggested for the reference of future scholars.