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Thailand's Halal-friendly destination attributes are the focus of this study. The purpose of this study is to investigate the impact of Halal-friendly attributes on tourists’ intentions to visit non-Muslim destinations. Also, this study analyzes the impact of Muslim tourists’ attitudes on Halal-friendly characteristics and their intentions to visit countries that are not predominantly Muslim.

To accomplish objectives, a survey was used to gather the data by using a convenient non-probability sampling approach from Muslim-majority countries Malaysia, Indonesia and Brunei. A proposed structural equation model was used to assess the influence of the variables above on the outcomes.

This study found that the factors of Halal-friendly facilities and Halal-friendly service positively influence the visiting intentions of Indonesian, Malaysian and Brunei Muslim tourists. In contrast, the social environment, food/beverages and local and staff attributes do not influence visit intentions. The tourist attitude mediates the relationship between the intention to visit and three dimensions of Halal-friendly attributes (social environment; food/beverage; and locals and staff).

This study did not investigate different kinds of dimensions for Muslim tourists visiting Thailand, such as preferences regarding personnel and families, cultural and artistic characteristics and the attributes of events and festivals. These dimensions cover a wide range of Halal-friendly tourism aspects. Second, this research did not investigate the associations between the demographics of Muslim tourists (age, gender, education level and income level) and the model variables. Such an investigation could have helped business developers and marketers in Thailand develop an efficient strategy for target marketing. The results of this research provide fundamental guidance and information for tourist enterprises in non-Muslim nations on how to enhance Muslim travellers’ images and intentions. However, because of the influence of other variables, locations in various areas of Asia, Africa and Europe may exhibit somewhat different effective qualities (e.g. environment, culture, history, etc.).

This study sheds light on the factors contributing to visitor satisfaction in the context of a desire to go to a Halal-friendly site. This insight from this study can be adapted and applied by tourism managers and marketing executives to build or develop the Halal-friendly destination image of a tourist destination (Phuket) in the right dimensions. It is a possibility that the image of a tourist attraction has a tight relationship with travelers’ perceived value, contentment and loyalty (Hsu et al., 2008; Khunrattanaporn, 2013; Pike, 2008). Battour et al. (2022) found that Muslims’ behavioural intentions are affected by the Halal attributes of the destination. It indicates that Halal attributes are very important for Muslim tourists when selecting a destination. To attract Muslim tourists, this study can be used for strategies and planning.

This study sheds fresh light on the concept of Halal tourism. It examines the perspective of Muslim tourists using Halal goods or services in anticipation of a future trip to a non-Muslim location (Phuket). This study is crucial for destination tourism operators, managers and marketers who lead Muslim tourists to non-Muslim destinations.

Over the past few decades, a large number of research studies have examined tourism. However, studies that examine halal tourism are still limited. Therefore, the purpose of this study is to conduct a bibliometric analysis related to halal tourism based on the results of empirical research studies that have been published.

The approach in this study uses a systematic literature review related to halal tourism as a reference in “Article Title, Abstract and Keywords” based on the Scopus database from 1997 to 2023. The analysis was conducted on January 8, 2023. The data that has been collected will be analyzed bibliometrically using VOSviewer.

The research findings show that research related to halal tourism is still relatively rare, especially in countries/locations where the majority of the population is non-Muslim. This can be seen from the majority of previous studies conducted in Muslim-majority countries/locations, such as Malaysia and Indonesia. Future research should be conducted in countries/locations where the majority of the population is non-Muslim.

This study relies on research in halal tourism literature in the Scopus database. Future studies can combine with the Web of Science database to expand generalization.

The results of this study include implications for managing and developing sustainable halal tourism in the future for practitioners.

The results of this study provide a strategic perspective to practitioners and society in general to find out how the concept of sustainable halal tourism development in the future is in accordance with Islamic sharia.

Research related to halal tourism is currently starting to develop in various countries, both with a majority Muslim and non-Muslim population. In addition, until now research related to halal tourism is still limited literature that discusses.

This study aims to explore the motivations of emerging market millennial Muslims to partake in halal tourism, a developing sector of the travel industry that caters to the religious practices of Muslim tourists.

This study is qualitative in nature. In-depth interviews were conducted with millennials aged 25–40 in India to gain an understanding of the factors that influence their decision-making and travel behaviour. Further, thematic analysis was used to analyse the data.

The findings emphasise the intricate interplay between faith, cultural and social factors in millennial Indians’ motivations for halal travel. The study found that religious motivations, such as the desire to fulfil religious duties and participate in spiritual experiences, were significant factors in halal tourism. Social motivations, such as the desire to interact with other Muslims and strengthen family ties, also played a significant role. The study also highlighted the importance of environmental sustainability and conservation efforts in the decision-making process of Indian millennials when choosing halal travel options.

This study contributes to the literature on halal tourism by exploring the motivations of emerging-market millennial Muslims. The study is original in its focus on the Indian context and the inclusion of sustainability and conservation efforts in the analysis of motivations for halal tourism.

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.

This study aims to identify the dimensions of satisfaction in the halal tourism literature by analyzing the identified antecedents and outcomes. The study aims to synthesize the current empirical findings in halal tourism. Additionally, this study provides a comprehensive understanding of the factors that lead to halal traveller satisfaction.

Using a meta-analysis approach, this paper synthesizes the fragmented and conflicting findings of 56 quantitative studies focusing on satisfaction and its antecedents and consequences in the halal tourism context. Data from 145 relationships representing an aggregate sample size of 21,173 were used. Additionally, this study extends the analysis by incorporating contemporary factors such as the impact of COVID-19, sample size and gender as moderators.

The findings indicate that both physical characteristics and psychological aspects are positively related to satisfaction. Further, this study reported that endorsement and revisit intention are the significant consequences of satisfaction. Lastly, this study identifies the significant moderating effect of the COVID-19 pandemic, sample size and gender on the relationship between satisfaction and its antecedents/consequences.

Global halal tourism industry caters to Muslim and non-Muslim tourists across the globe; this article identifies the contributing factors of satisfaction in the halal tourism context. Policymakers can adapt according to their needs and preferences.

This study provides cumulative evidence to the literature regarding the relationship between satisfaction and its antecedents/consequences in halal tourism. This is the first meta-analysis study on the mentioned topic, making significant theoretical, managerial and methodological contributions to halal tourism research.

This paper aims at from the perspective of the social exchange theory (SET) gaining an understanding of how promotion of halal concept in Sweden is perceived by Swedish hoteliers.

A mixed-methods approach has been used consisting of 62 completed surveys with closed-ended and open-ended questions, follow-up comments and five in-depth interviews with hoteliers in the mid-Sweden region. Content analysis has been employed.

Three categories of meanings are the main findings: general perception, safeguarding Swedish secular values and financially unjustifiable have been discovered. Most of the respondents have been sceptical towards halal and Muslim-friendly hotel concepts due to financial and cultural challenges these two concepts have for the Swedish tourism and hotel industries. Based on the SET, this entails more costs than benefits and is especially at odds with Swedish-rooted secular values.

This study provides practical implications and increased knowledge for tourism stakeholders including hotels in Sweden.

This is one of the very few studies on halal tourism in Scandinavia and the first Scandinavian study on hoteliers' attitudes towards halal tourism.

Halal and Islamic tourism is gaining attention in the tourism literature in recent years. This study uses bibliometric analytical techniques to explore all the publications indexed in the Scopus database in the broad subject of Halal and Islamic tourism from 2004 to 2021.

The authors found 238 publications that fit the function, subject and set criteria. The papers were analysed in terms of publication by knowledge area, number of studies published every year, contribution by countries, number of authors and most influential journals. VOS viewer was used to perform a visual analysis on co-occurrence of keywords and document citations.

According to the findings, the Scopus database includes 151 (34.40%) documents on business, management and accounting, and 89 (20.27%) documents on social science. It was reported that 29 documents were published in 2018, followed by 54 documents in 2019 and 56 documents in 2021. Malaysia has contributed 86 documents on Islamic tourism, whereas Indonesia has contributed 64 documents. The paper also discusses other interesting findings.

The bibliometric analysis carried out was confined to Scopus data. Other national and international databases were not taken into account for this research.

Between 2004 and 2021, this study examined relevant studies on Halal and Islamic tourism. The study presents a concise review of the literature accessible to researchers working in this area and provides recommendations for future research.

Islamic attributes and activities need to be developed in compliance with the halal concept to attract potential Muslim tourists and ensure the success of halal tourism. Although the literature shows that many factors can influence the success of halal tourism, a complete picture of the success factors of halal tourism in a city is still very limited. As such, this explorative study aims to examine stakeholders’ perspectives regarding the antecedents of halal tourism success and the benefits of halal tourism for the city.

Qualitative system dynamics modeling was used for this study, and Makassar (a successful halal tourism city) was considered as the basis for the study. A causal loop diagram (CLD) of halal tourism was developed using the group model building technique to elicit stakeholders’ knowledge and assumptions. Network analysis and feedback loop analysis were used to identify the driving factors of successful halal tourism.

Two factors need to be taken into account by halal tourism stakeholders in the city: support from the central and local government and improving and maintaining potential tourists’ perceptions of the city. There are four benefits of halal tourism success for the city: an increase in the number of micro-, small- and medium-sized halal businesses in the city, increased support from the central and local government to further develop halal tourism infrastructure in the city, increased word-of-mouth promotion of Makassar as a tourism destination and a decrease in the price of halal tourism components (e.g. food and accommodation).

The resulting CLD shows the interlinkage between political, societal and economical factors that could influence the success of halal tourism development. In particular, the findings show how governments and tourism stakeholders need to promote halal tourism socialization in the community and improve the public perception of this type of tourism. Therefore, the findings can help destination stakeholders and tourism developers in other cities develop halal tourism potential.

This study aims to examine how halal-friendly attributes at non-Islamic destinations affect the tourist attitude and visiting intentions of Muslim tourists of different genders from ASEAN countries.

The study used a structured survey with a non-probability, convenience sampling approach, targeting residents of Indonesia, Malaysia and Brunei. To assess the impact of halal-friendly attributes on destination image, tourist attitude and visiting intentions, a structural equation model was applied, analyzing the data across different genders.

The results indicate that the social environment exerts a positive influence on tourist attitudes for both males and females. In contrast, facilities have a negative impact on visiting intentions in both groups, with a more pronounced effect among males. While food and beverages positively influence the attitudes of female tourists, this effect is not observed in male tourists. Local factors and staff interactions show a strong positive impact on visiting intentions for males but only a marginal effect for females. The quality of service significantly boosts visiting intentions in both genders. Interestingly, tourist attitudes appear to have a negative effect on visiting intentions, with this trend being more evident in the female sample.

The study is limited by its use of convenience sampling and self-reported data, which may not represent broader Indonesian perspectives and could introduce biases. Its focus on Indonesian perceptions and unexpected findings regarding tourist attitudes limit its generalizability and suggest unexplored factors affecting travel intentions.

This study offers new insights into how gender differences among Muslim tourists shape their intentions toward visiting non-Islamic destinations, emphasizing the role of halal-friendly attributes. These findings equip tourism operators and marketers with essential knowledge for developing inclusive, culturally sensitive practices, enhancing the travel experience for this significant segment of the global tourism market.

This research analyses the online disclosure practices of halal-friendly hotels, denoting their service provision within “halal” expectancies. This study aims to discover the halal attributes commonly used in the online marketing practices of halal-friendly hotels.

The methods used in this study include a deductive approach through literature, which was then followed by an initial investigation of several random samples that produced 24 points of halal-friendly attributes, and then content analysis to find out the online disclosure practices of 55 halal-friendly hotels. Further insights gathered through analysis of the use of Islamic images and symbols; also, by examining the nexus between the disclosure level and other variables such as halal-friendly certification level, star-level and guest ratings.

The results show that most hotels classify themselves as halal-friendly by providing information that articulates Islamic identity or by informing the existence of prayer facilities. Information displayed includes halal food, halal places, alcohol-free policy, prayer facilities and Qibla direction. Furthermore, image analysis shows that almost all hotels use human photographs, and the preferred gender is male; only a few hotels expose Islamic symbols. Most hotels maintain a neutral impression by avoiding “Islamised gender” and not overly emphasising Islamic images. Otherwise, halal-friendly certification level is positively correlated with the disclosure level.

The results provide a fresh insight regarding the online marketing practices of the halal-friendly hotels and could be used as a benchmark by the practitioners.

This topic is still unexplored; it shows this research originality.