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Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Review Article : Literature Synthesis and Direction for Future Research

Nur Sa’adah Muhamad1, Syahnaz Sulaiman2, Khairul Akmaliah Adham2 and Mohd Fuaad Said3* 1Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi, Selangor 43600, Malaysia 2Faculty of Economics and Muamalat, Universiti Sains Malaysia, Nilai, Negeri Sembilan 71800, Malaysia 3Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor 43400, Malaysia

ABSTRACT Halal tourism, which arises from the growth in the number of Muslim travellers world-wide and the rapid development of halal industry, is defined as the engagement of any object or action by Muslim travellers that conforms to the Islamic teachings and facilitates the practice of the religion. As such, the application of halal concept in tourism, including in its development and marketing, must be guided by the Islamic principles. With the purpose to understand the current state of knowledge and practice, we reviewed the literature on halal tourism that has been published in high-tier academic journals. Based on the review, we identified the emergent themes and the knowledge gaps for future research. Among others, we found that the industry is booming with increased participations from Muslim- minority countries. However, there seems to be variations in the practice, perhaps due to the complexity of the market needs. The implementation of halal tourism by Muslim- minority countries is the most pressing issue due to the need to ensure that the process and the service offered strictly comply with the requirements of Islamic teachings, while at the same time, to ensure that the countries are able to develop their halal sectors into competitive industries. Understanding the implementation of halal tourism is an important agenda for future research to ensure that the service provided addresses the fundamental ARTICLE INFO Article history: issue of Muslims’ obligations to adhere to Received: 10 November 2017 Accepted: 02 August 2018 the Islamic teachings in all aspects of their Published: 25 March 2019 lives including while travelling. E-mail addresses: [email protected] (Nur Sa’adah Muhamad) Keywords: Halal, halal implementation, halal tourism, [email protected] (Syahnaz Sulaiman) [email protected] (Khairul Akmaliah Adham) Islam, Muslim, tourism, tourist, traveller [email protected] (Mohd Fuaad Said) * Corresponding author

ISSN: 0128-7702 e-ISSN 2231-8534 © Universiti Putra Malaysia Press Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham and Mohd Fuaad Said

INTRODUCTION providing halal foods, halal accommodation Halal tourism is one of the latest trends and relevant logistics to cater to the that arises from the growth in the number requirements of Muslim travellers. Lately, of Muslim travellers world-wide and the several Muslim-minority economies, such rapid development of halal industry. Halal as Japan and New Zealand, have started to tourism is dubbed as ‘the new billion promote their own brand of halal tourism dollar trend’. Its market worldwide (Henderson, 2016b; Razzaq et al., 2016). is recorded to increase at the annual rate of Halal tourism, in this study, is defined 5%, which is more than the normal tourism as the use or engagement of any object or industry growth of 4% (Context Consulting, action by Muslim travellers that conforms 2016). In a report on the state of the global to the Islamic teachings and facilitate the Islamic Economy of 2014/2015, which was practice of the religion (based on Battour & produced by Thomson Reuters and Dinar Ismail, 2016; Davids, 2014). Halbase (2017) Standard, it had been indicated that Muslim described halal tourism as the providing of tourists worldwide spent 140 billion US services in term of tour packages and travel dollars in 2013, and this figure excluded destinations that met Muslims’ requirements the spending on the same year on Hajj and and preferences. These can include a) halal Umrah, which were valued at 16 billion food served in or in-flight while US dollars. Moreover, the amounts spent traveling, b) halal accommodation in regard by the Muslims constitute 11.5 per cent of to food and drinks served during the stay at global expenditure. Halal tourism segment the hotels, c) halal logistics, which means is expected to be valued at 239 billion US foods that are properly prepared, stored and dollars by 2019, which represent 13 per delivered, d) halal spa, especially, in regard cent of global spending. These impressive to having separated rooms or facilities for figures influence more hotels and other male and female clients and being served service providers to announce new plans by the same gender, as well as e) Islamic and strategies to draw interest of the Muslim finance, in which traveling is funded by halal tourists to their Sharia-compliant hotels, or Sharia-compliant means. , spas and travel packages. Therefore, the development and In term of travel destinations for halal marketing of halal tourism services tourism, Turkey tops the list in the latest must be guided by the Islamic teachings Global Muslim Travel Index, with Malaysia and principles, covering all aspects of and the UAE in second and third places, tourism activities. This study addresses the respectively (Pillai, 2015). fundamental issue of Muslims’ obligations As halal themes begin to influence to follow the Islamic teachings in all tourism industry, both Muslim-majority aspects of their lives including while they and Muslim-minority countries are seeking are travelling. The concept of halal tourism to capture the Muslim tourist market by has also attracts the interest of scholars,

730 Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) Halal Tourism: Literature Synthesis and Direction for Future Research particularly from mid-2000s onward. In the remaining 13 are empirical. Table 1 shows last 10 years the field continued to develop the summary of all the articles included in more rapidly. However, to date, there is still this review. a lack of comprehensive evaluation on the The number of empirical articles literature in the field. This study intends to that utilised qualitative methodology is fulfil this gap. eight, exceeding that of five articles that The objective of this study is to analyse used quantitative approach. Seven of the the current state of knowledge and practice empirical articles in our analysis dealt of halal tourism. In achieving this objective, with consumer issues (of which the unit we reviewed the extant literature on halal of analysis is the tourist), including those tourism that has been published in high- in the USA, Malaysia, Turkey, India and tier academic publications. We conducted Indonesia. These studies are consumer the literature search on the SCOPUS behaviour studies, which can be categorised database using keyword “halal tourism”. under the field of marketing. Six articles The database generated 44 articles on that examined the issues of halal tourism the topic. Specifically, we analysed these from the providers or related agencies articles based on the dimensions of type perspective were conducted in Morocco, of article, contexts and subjects of study, Tunisia, New Zealand, Italy and Thailand. field of discipline, and major findings and Four of these articles utilised marketing themes. This information serves as the basis management as the framework, while two of assessing the main focus of the studies articles on Thailand and New Zealand and their overall position and contribution utilised geography and tourism as the to the field of knowledge in halal tourism. framework, respectively. As a whole, the Based on this analysis, the emergent themes topic of halal tourism is mostly studied from on halal concept as they relate to tourism are the marketing perspective. discussed and the knowledge gap for future research is identified. Halal Tourism over the Years The rise in the number of published articles ANALYSIS OF PUBLISHED on halal tourism can be seen toward the late ARTICLES ON HALAL TOURISM 2000s. The main focus of discussion at that Our search on the SCOPUS database yielded time was the Shariah perspective on tourism a total return of 44 articles. We excluded (e.g. Battour et al., 2010; Bon & Hussain, 15 articles from the original list that are 2010). Battour et al. (2010) defined halal not relevant to our topic of interest, as well tourism and emphasized the importance as those that are works-in-progress and of awareness and observance of Shariah publications of proceedings. From the list rules in halal tourism implementation, of 29 articles included in our analysis, 16 while Bon and Hussain (2010) highlighted are conceptual or review papers while the that availability of halal food determined

Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) 731 Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham and Mohd Fuaad Said the choice of destination for Muslim Africa, which is a Muslim-minority country. tourists. These two studies are followed Backed by the long history of the presence by qualitative inquiries by Battour et al. of Islam and the Muslim community in (2011) who studied Muslim foreign tourists South Africa, the author concluded that the in Malaysia, Kurokawa (2013) who studied Islamic culture in South Africa has evolved the branding of Chiang Mai for serving and shaped by the country’s internal and Muslim tourists, and Halkias et al. (2014) external circumstances and regarded as a who studied family firms that provided halal valuable national culture and heritage. In food in Italy. While Battour et al. (2010) was the same year, Medhekar and Haq (2014) concerned with Muslim providers serving reported their findings of a case study Muslim tourists, Kurokawa’s (2013) and conducted on Muslim patients seeking for Halkias et al.’s (2014) studies focused on Shariah-compliant treatment in India. The non-Muslims providers serving Muslim study found that the choice of halal-certified tourists in Muslim-minority countries. medical care by Muslim patients, including Specifically Battour et al. (2010) generated foreign patients who travelled from abroad a number of ‘halal’ attributes of destination to seek health treatment (termed as medical that were valued by Muslim tourists, tourists), was based on their rational and which included halal food and permissible emotional attitudes as well as affective and entertainment, prayer areas and related cognitive feelings. facilities, and gender segregation. In 2015, Shakona et al. studied the In 2014, Stephenson suggested the need travelling behaviour of Muslims in the to consider non-Muslims’ perception and US and made a suggestion to providers experiences in halal services, including halal to consider the influence of religion on tourism, due to the reason that halal services Muslim tourists. Henderson (2016a, 2016b) were not being developed exclusively for or highlighted the complexity of serving being consumed only by Muslim customers. different segments of tourisms, the Muslims This understanding is also important in order and non-Muslims. In Russia for example, to address the prejudice or sentiments that Gabdrakhmanov et al. (2016b) concluded are still existing among some non-Muslims that the implementation of halal tourism against Islam. In similar vein, Haq and had high potential to grow and sustain, Medhekar (2014) proposed Pakistan (a while in another study, Gabdrakhmanov et Muslim-majority country) and India (a al. (2016a) highlighted the need for proper Muslim-minority country) to collaborate infrastructure that would help to enable in order to leverage on the opportunities or facilitate the delivery of halal services provided by halal tourism, due to their as a requisite to promoting the growth of geographical and cultural proximities. halal tourism in Russia, a Muslim-minority Davids (2014) further discussed the potential country. While at the beginning of their for Islamic tourism to flourish in South study, Razzaq et al. (2016) assumed that

732 Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) Halal Tourism: Literature Synthesis and Direction for Future Research halal tourism would take up in New Zealand Islamic requirements. While they did not because of their readied supply of halal object to being halal certified, the local meat, their study eventually suggested that hosts also believed that it was important to provision of halal tourism was much more ensure such certification would not hinder complex because of the need to understand their offerings to be appealing to those of Muslim consumer behaviour, as well as the other faiths. comprehensive Shariah requirements related According to Mohsin et al. (2016), the to preparing halal food. current and potential financial lucrativeness Izberk-Bilgin and Nakata (2016) of the market is the main reason for many established a number of fundamentals countries including Australia, India, or principles of halal marketing Indonesia, Malaysia, Singapore, Taiwan, implementation that should be embraced Thailand and Turkey are interested to tap into by businesses providing halal services, the high-growth halal tourism market. They including halal tourism. The principles defined Muslim-friendly ambience, included understanding and embracing the food and hospitality as fundamentals in true meaning and requirements of halal as serving this segment. Henderson (2016a), well as the regulatory rules and practices. in comparing between Malaysia, a Muslim- Ryan (2016) in his editorial, acknowledged majority country, and Singapore, a Muslim- the increased attention on the topic of halal minority country, suggested that both tourism in the academia and in practice. He countries had their own advantage in further highlighted the need for advancing marketing in halal tourism as long as the knowledge of halal tourism through they had proper control and certification conducting more empirical research. In mechanisms in place. In particular, both of their review of literature, Battour and Ismail the countries are considered as congenial (2016) highlighted the increased number of destinations for inbound Muslim tourists Muslim tourists to both Muslim-majority due to their positive socio-political and and Muslim-minority countries and that religious conditions. there were many factors influencing this By 2016, the lack of studies and trend, including political conditions of understanding on religious versus general the tourists’ countries of origin as well as travel requirements were still prevalent, the destination countries, and the level of as noted by El-Gohary (2016). El-Gohary tourism promotions and programs. Whereas (2016) established halal tourism as a form in a study on host families in of . Oktadiana et al. (2016) Morocco, Carboni and Janati (2016) found questioned the lack of studies of halal that these local hosts did not consider tourism in Indonesia, despite the country halal certification as a necessity to serve being the largest Muslim country in the Muslim tourists, as being Muslims, the hosts world. They attributed various reasons for believed that their services conformed to this research gap. Based on their review,

Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) 733 Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham and Mohd Fuaad Said on the need for halal for halal need on the Summary of Major Findings/Themes of Malaysia’s perception tourists’ of Muslim study This Islamic brand equity examined six variables, namely image, value, loyalty and they awareness, quality, involvement with travelling to relate to tourists’ The study found that the strongest Islamic destinations. predictor of the involvement travellers travelling to Islamic destinations is awareness. The study suggests that religious vacationers perceive of choice This needs. basic one of the as consumer/ capitalist the by influenced be might lifestyle tourism culture, thus possibly indicates that religious from ordinary tourists. tourists are no different More service providers are becoming familiar with These global products designed for Muslim consumers. service providers consider tourism as a differentiation tool for their businesses. the authors reviewed a number In this conceptual study, of published articles and other online sources on the key cultural facets of interaction and communication halal The process is based on the themes derived tourism. (CMM) Meaning of Management Coordinated from Their review highlights that extant literature theory. emphasis a one-sided offer to tends service providers to understand and become sensitive the contrary, needs. On customers’ prospective to their the authors suggest that inbound tourists, too, must the cultures of and the local sensitivity to sensitive be destinations of travel. Islamic design, security and relevancy, In this study, privacy are among significant features of Muslim- friendly travel websites that Muslim tourists find useful. Overall, this study illustrates how technology can influence the behaviour and choices made by Muslim tourists. Field of Study Field of Study / Discipline Marketing (brand equity) Marketing Management and Marketing Management Marketing Context/ Subject of Study Middle Eastern tourists travelling to Malaysia Muslim tourist perception on halal tourism in Turkey Service providers in Tunisia - Muslim tourists’ expectation of travel websites that cater for their needs. Article Type Article Type (Methodology, if relevant) Empirical (Quantitative) Empirical (Qualitative) Empirical (Qualitative) Conceptual Empirical (Quantitative) Source title Asia Pacific Journal of Tourism Research Tourism Journal of North African Studies Tourism Management Perspectives Journal of Theoretical and Applied Information Technology Title The relationship between involvement with travelling to Islamic destinations and Islamic brand equity: a case of Muslim tourists in Malaysia consumerism Religiosity, A and halal tourism: study of seaside tourism in Turkey organizations Developing tourism products in line with Islamic beliefs: some insights from Nabeul– Hammamet needs: Muslim travellers’ What don't we know? Information quality, usefulness and information satisfaction in Islamic e-Tourism websites Author Author (Year) Shafaei (2017) Elaziz & Kurt (2017) Carboni et al. (2017) Oktadiana et al. (2016) Samsi et al. (2016) No. 1 2 3 4 5 Table 1 Table Summary of SCOPUS article review

734 Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) Halal Tourism: Literature Synthesis and Direction for Future Research Summary of Major Findings/Themes Development of halal tourism is reviewed by the authors and illustrated by two case examples: and Malaysia as a predominantly Muslim country, The scene of Japan as a Muslim-minority country. halal tourism in both the cases is promising due to increase in the worldwide tourism trend. In Malaysia, most of the facilities and services needed by Muslim improvements to the tourists are in place, however, quality are still needed in order to ensure sustained Whereas for Japan, although receptive to the visits. needs of Muslims tourists, the availability halal services are still lacking especially in small cities, due to lack of exposure on Islam as well the language barrier. Halal tourism is considered a subcategory of religious tourism that is rooted within the rules Shariah (Islamic law), which must be observed by all religious tourism, According to the author, Muslims. particularly that focus on the actual linkage between religion and tourism, is still under researched. or sizeable minority Destinations with either majority, Muslim communities, have competitive advantages services to Muslim tourists, in regard to offering This is due to the particularly related to halal food. reason that halal food is a necessity and thus readily by the local Muslims. available for and offered the agreeable social, cultural and Specifically, religious conditions in Malaysia and Singapore render the countries as friendly to inbound Muslim tourists. Australia, India, Indonesia, Countries such as Thailand and Turkey Malaysia, Singapore, Taiwan, are interested in attracting the growing number of Muslim tourists due to lucrative business opportunities. Muslim-friendly hotel ambience, food and hospitality are among the fundamental needs of this segment. Field of Study Field of Study / Discipline Management Marketing (tourism) Marketing (hospitality) Marketing Context/ Subject of Study - - Focus on Malaysia and Singapore which have majority and minority Muslim populations respectively. - Article Type Article Type (Methodology, if relevant) Conceptual Conceptual Conceptual (include anecdotal case study based on published sources) Conceptual Source title Tourism Management Perspectives Tourism Management Perspectives Tourism Management Perspectives Tourism Management Perspectives Title Current trends on Halal tourism: Cases on selected Asian countries Halal tourism, is it really Halal? Halal food, certification and halal tourism: Insights from Malaysia and Singapore Halal tourism: Emerging opportunities (continue) Author Author (Year) Samori et al. (2016) El-Gohary (2016) Henderson (2016a) Mohsin et al. (2016) No. 6 7 8 9 Table 1 Table

Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) 735 Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham and Mohd Fuaad Said Summary of Major Findings/Themes Local hosts, who are Muslims, consider their services as already halal and as such believe that the adoption of a label as redundant or does not make them ‘more respectful they do not object to such certification, of Islam’. However, provided that non-Islamic tourists are not discriminated with or excluded by it. In other words, it is important to ensure that the services can be enjoyed by both Muslims and non-Muslims and not to the exclusion of others due halal labelling. years after the concept of halal tourism was first coined, Ten this article attempts to review the concept of halal tourism, Their review highlights its challenges and the future outlook. increased number of Muslim tourists to both and non-Muslim countries due to political situation (for instance, political instability in some Middle East countries had caused the increase of outbound tourists from those countries), and the level of tourism promotions and programs (for instance, how the information about a destination are being spread). The authors note the lack of engagement social network and proper geographical marketing that would have the prospect to disseminate information about Muslim-friendly destinations. Compared to other forms of tourism, halal tourism is considered in its embryonic state as a subject for research. getting increased attention from the however, It is now, academia as well the commercial world, evidenced with many related conventions and conferences being sponsored by the industry. This article gives insight on the opportunities of global halal market and suggests five key-points towards successful halal marketing strategies to be used in order tap into the Muslim segment, namely: needs for businesses to subscribe to a holistic definition of halal, fully understand about the rules and regulations of halal, to have a good rapport with the policy makers, to address concerns of and to have strategic integrated consumers effectively view of halal. Field of Field of Study / Discipline Marketing Marketing Marketing (tourism) / Management Marketing Context/ Subject of Study Perception of local host in Fez Morocco to market halal/spiritual tourism as cultural exchange. - - Malaysia Article Type Article Type (Methodology, if relevant) Empirical (Qualitative) Review Editorial / Review Conceptual Source title Tourism Management Perspectives Tourism Management Perspectives Tourism Management Perspectives Business Horizons Title Halal tourism de case from A facto: Fez Halal tourism: Concepts, practises, challenges and future Halal tourism new look at faith- A based marketing: The global halal market (continue) Author Author (Year) Carboni and Janati (2016) Battour and Ismail (2016) Ryan (2016) Izberk- Bilgin and Nakata (2016) No. 10 11 12 13 Table 1 Table

736 Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) Halal Tourism: Literature Synthesis and Direction for Future Research Summary of Major Findings/Themes While New Zealand has vast experience as global supplier of halal meat, provision tourism, and hospitality is a much more complicated process that requires a finer understanding of their Muslim clients. Good infrastructure, particularly that facilitates Muslim or halal-friendly services, are crucial to promote the development of halal tourism in Russia. Halal food industry is expanding in the Russian Federation as halal exhibitions have been held The recent development indicates regularly in Russia. that the halal tourism has a potential to grow in Russia in the near future. Japan, a Muslim minority country is seen to have some success in attracting Muslim visitors, although Among others, service not without challenges. providers find the concept difficult to understand. local service providers are looking In particular, to avoid possible conflicts between the locals, and foreign Muslim tourists. marketers need to pay more attention Tourism the influence of religion on leisure and travel behaviours of Muslim travellers. The study found that Muslim patients, including foreign patients who travelled from abroad to seek health treatment at the hospital (medical tourists), showed attitudes of rational, emotional as well and cognitive feelings when it elements of affective comes to the reason why they chose a halal-certified medical care. Field of Field of Study / Discipline Marketing / management Marketing Marketing Marketing Consumer Behaviour / Marketing Marketing (Halal branding for ) Context/ Subject of Study Study of accommodation provider websites in New Zealand Minority Muslim region in Russia (e.g., and Tatarstan Kazan). - Japan Interview of 12 Muslims of different nationalities in the USA Case study of the first halal certified hospital in Chennai, India Article Type Article Type (Methodology, if relevant) Empirical (Quantitative) Conceptual Conceptual Conceptual Empirical (Qualitative) Empirical (Qualitative) Source title Tourism Management Perspectives Journal of Organizational Culture, Communications and Conflict Academy of Marketing Studies Journal Tourism Recreation Research International Journal of Culture, Tourism, and Hospitality Research Emerging Research on Islamic Marketing in the Tourism and Global Economy Title The capacity of New Zealand to accommodate the halal tourism market - Or not Problems of development of halal tourism in Russia Features of Islamic tourism Muslim travellers, tourism industry responses and the case of Japan Understanding the traveling behavior of Muslims in the United States Halal branding for medical tourism: Case of Indian hospitals (continue) Author (Year) Razzaq et al. (2016) Gabdrakhmanov et al. (2016a) Gabdrakhmanov et al. (2016b) Henderson (2016b) Shakona et al. (2015) Medhekar and Haq (2014) No. 14 15 16 17 18 19 Table 1 Table

Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) 737 Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham and Mohd Fuaad Said Summary of Major Findings/Themes the author describes how halal In this book chapter, Africa begins to become a significant tourism in South The Islamic culture part of tourism in the country. Africa is a fusion of religious and cultural in South nuances and has high potential for the tourism sector as it is prized as a national heritage. Based on a review of the literature, this book chapter provides a discussion of the history Islamic tourism in India and Pakistan particularly that is related to its close connections, branding. Due to the two countries’ the study suggests culturally and geographically, two countries should work collaboratively in growing their halal tourism market. The authors suggest that it is imperative to deliberate on the involvement of non-Muslims in halal tourism, due to halal services are also being consumed by non- Muslims. In addition, there are still significant amount or prejudice about Islam among non-Muslims of ‘fears’ that made them reluctant to engage with or even reject Muslim-friendly services. Understanding this segment, particularly those who are receptive to or interested in the cultures of others would be beneficial to development of halal services including tourism. lack Overall, there is a lack of demand, and similarly, of halal products and services in Europe. of offerings Nevertheless, the situation is progressively changing due to the growing halal market on global scene. Thailand has the government of In this study, implemented a decentralized approach to tourism the study examines management. Specifically, implementation of branding strategy local government of Chiang Mai to cater Muslim tourists. The study suggests regional or local branding strategy has the potential to increase tourism. Field of Field of Study / Discipline Marketing Marketing (halal branding) Management and Marketing Marketing Geography and tourism Context/ Subject of Study - India and Pakistan - Case study of two family businesses in Italy that cater to Muslim tourists. Branding of Chiang Mai region of Thailand Article Type Article Type (Methodology, if relevant) Conceptual Conceptual Conceptual Empirical (Qualitative) Empirical (Qualitative) Source title Emerging Research on Islamic Marketing and in the Tourism Global Economy Emerging Research on Islamic Marketing and in the Tourism Global Economy Tourism Management Journal of Developmental Entrepreneurship Studies in Regional Science Title Islamic tourism in South Africa: An emerging market approach Islamic tourism in India and Pakistan: Opportunities and challenges Deciphering 'Islamic hospitality': Developments, challenges and opportunities Halal products and services in the Italian tourism and : Brief case studies of entrepreneurship and innovation Case studies of the innovative local cottage industries and tourism in north and northeast district in Thailand: Implications from the local branding strategy of Thailand (continue) Author Author (Year) Davids (2014) Haq and Medhekar (2014) Stephenson (2014) Halkias et al. (2014) Kurokawa (2013) No. 20 21 22 23 24 Table 1 Table

738 Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) Halal Tourism: Literature Synthesis and Direction for Future Research Summary of Major Findings/Themes attributes of destination There are a number of ‘halal’ (i.e., categorized as tangible and intangible) that are valued by Muslim tourists, which are halal food, prayer areas and related facilities, gender segregation and choice of entertainment that are suitable for Muslims. Food plays a major role in halal tourism and thus has significant implication on the policy and practice of halal tourism. Particularly for Muslim tourists, availability of halal food determines their choice travel destination, either to Muslim or non-Muslim countries. This article attempts to define halal tourism and emphasizes the importance of awareness and observance of Shariah rules in halal tourism implementation. Many operators in New Zealand are not familiar with halal concept and they do not consider Muslim tourist market as significant to their business. The findings suggest availability of halal foods and accessibility to Islamic services as important considerations for Muslim business travellers. Field of Field of Study / Discipline Marketing (Consumer behaviour) Shariah, tourism management and policy Shariah, Tourism management and Tourism hospitality Consumer behaviour Context/ Subject of Study Muslim foreign tourists in Malaysia - - Quantitative survey of restaurants serving halal food in New Zealand Malaysian and Indonesian business travellers to Northern Expo. Territory Article Type Article Type (Methodology, if relevant) Empirical (Qualitative) Conceptual Conceptual Empirical (Quantitative) Empirical (Quantitative) Source title International Journal of Tourism Research Tourism Bridging Theory and Practice Analysis Tourism International Journal of Economics and Management Tourism Recreation Research Title The impact of destination attributes on Muslim tourist's choice Halal food and tourism: Prospects and challenges a halal Toward tourism market Halal food in New Zealand restaurants: An exploratory study Business visitors to the northern territory expo Authors’ review of literature Authors’ (continue) Author (Year) Battour et al. (2011) Bon and Hussain (2010) Battour et al. (2010) and Wan-Hassan (2009) Awang Mohsin and Ryan (1997) No. 25 26 27 28 29 Table 1 Table Source:

Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) 739 Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham and Mohd Fuaad Said they concluded that there was a need of travel amongst Middle-Easterns, citing the inbound tourists to understand the awareness as the key reason for their local sensitivity and cultures. This was in decision to travel. addition to the existing imbalanced focus of the literature which mainly emphasised LITERATURE SYNTHESIS on the need for providers to understand the Based on our analysis, we are able to identify nuances of the inbound tourists. Further, six key themes that emerge from the review Samori et al. (2016) discussed on Islamic of the extant literature on halal tourism. The religious requirements for travelling. They first two themes are directly related to the also illustrated different cases of halal industry trends (indicated by the circles with tourism implementation by comparing dark arrow), while the other four themes the experiences of Malaysia (a Muslim- centre-stage the predicament and challenges majority country) and Japan (a Muslim- faced by the providers when operating minority country), as both strived to become within the halal tourism market, although competitive in the burgeoning halal tourism the dimensions of halal tourism have market. The study also highlighted some begun to crystallize. Finally, the last theme areas of improvement in their halal tourism concerns the inseparability of discussing the offerings: For Malaysia, there was a need aspects of religion and values of Islam when to improve the quality of the services, dealing with halal tourism issues. Figure 1 while in Japan, there was a notable lack of summarises the major themes that emerged availability of halal services particularly from our literature review. in rural and small cities. In the same year, Samsi et al. (2016) examined the The Halal Tourism Industry is Booming role of technology and information in influencing Muslim tourists’ behaviour. Islam is the fastest growing religion in They highlighted content, timeliness, the world, with the number of Muslim reliability and accessibility as among the population expanding across 200 countries useful website features for Muslim tourists. through emigration and migration. About By 2017, there has been a significant 23% of Muslims around the world travel for increase in the awareness and understanding leisure as domestic and outbound tourists, of halal tourism concept by service providers and their number is gradually increasing (Carboni et al., 2017). In the same year, over time. Looking at the potential of this however, Elaziz and Kurt (2017) suggested market-driven segment, halal tourism has that religious tourists and regular tourists gained considerable attention from tourism had similar intentions of capitalist nature operators in Muslim-majority countries as on what made them travel. Shafaei’s (2017) well as Muslim-minority countries. They findings emphasized the role of awareness plan to reap the economic benefits and about halal Malaysia brand in inducing business opportunities arising from the industry.

740 Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) Halal Tourism: Literature Synthesis and Direction for Future Research

Focus on the religious dimensions and values has started to re-emerge

Approaches to implementing The focus of discussion halal tourism vary across seems to be one sided; places and target markets skewed toward the consumer side

Halal Tourism While halal attributes have begun to crystallize, there exists some ambiguities on the The halal tourism concept of halal tourism industry is booming among scholars and practitioners Increase in non-Muslim majority countries that seek to attract Muslim tourists

Figure 1. Key themes in the literature on halal tourism Source: Authors’ review of literature

An Increase of Interest of Non-Muslim rooted within the Shariah, it is perceived Majority Countries to Seek For and that service providers in Muslim-majority Attract Muslim Tourists countries would face less issue with The provision of halal tourism in non- proper implementation of halal services. Muslim majority or Muslim-minority However, for Muslim-minority countries countries raises the issue of whether their where halal concept is not part of their service meets the requirements of halal, culture and might be considered as foreign, as stipulated by the Islamic teachings as implementing halal services is challenging, well as the level of readiness of providers and thus service providers need proper in these countries to serve Muslim tourists. education, awareness, as well as guidance This is because the service providers need and proper governance by relevant agencies. to thoroughly understand the correct concept Particularly, assurance of services that meets of halal to be able to apply it accordingly. the Islamic requirements would ensure Since halal concept is embraced as a acceptance of the services by Muslim way for life for Muslims, and it is deeply travellers and win their loyalty in the future.

Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) 741 Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham and Mohd Fuaad Said

Ambiguity on the Concept of Halal examining halal tourism, as it will provide a Tourism Exists Among Scholars and comprehensive view on the players as well Practitioners as all the direct and indirect stakeholders The emergence of halal attributes in tourism within the halal tourism services industry. services signifies to the service providers Having a comprehensive view is needed on the dimensions of serving the Muslim as the halal concept covers the entire tourists. However, while dimensions of value chain and processes involved in the halal attributes in tourism services have provision of the halal tourism service. begun to crystallize, there seems to be some ambiguities in relation to the interpretation of The Focus on the Religious Dimensions the halal tourism concept, which influences and Values has Started to Re-Emerge the differences in the approaches of its At the initial stage of the development of implementation. To overcome this problem, the field, the issues of Shariah have been the conceptualization of halal tourism needs center-staged. Later, however, most articles to be strengthened based on authentic focus on marketing and consumer behaviour sources in combination with expert opinions issues, while the dimension of religion in future research. and values seems to be side tracked. Most recently, scholars began to recognise the Approaches to Implementing the importance and the influence of religion and Concept of Halal Tourism Vary Across values on services and this can be expected Places and Target Markets to enrich the discussion of halal tourism in The complexities faced by service providers the future, which will further strengthen in serving different markets and different halal tourism as a body of knowledge. groups of tourists are highlighted in past studies. In fact, in certain Muslim-minority DIRECTION FOR FUTURE countries, the providers struggle with the RESEARCH implementation of halal services due to the On the whole, the identification of the lack of understanding of the halal concept. themes enables us to recognise the issues and areas of concern within the literature. The Focus of Discussion on Halal Specifically, the knowledge gap on halal Tourism Seems To Be One Sided, Which Is Skewed Toward the Consumer Side tourism implementation in Muslim-minority countries is highlighted. This, in fact, can be While some studies examine issues related to considered as the most pressing issue because service providers, the studies’ implications the providers are generally non-Muslims are still focus on the service recipient, and Islamic values are not embedded i.e., the tourists or traveller groups. This within their society’s cultures. Within the situation reflects a lack of stakeholder view context of business, there is a pressing in discussing halal tourism. Future research need to ensure that the process and product can explore the use of systems perspective in

742 Pertanika J. Soc. Sci. & Hum. 27 (1): 729 - 745 (2019) Halal Tourism: Literature Synthesis and Direction for Future Research complies with the requirements as stipulated as the basis for decision making for the by the Islamic teachings. Understanding service providers as well as the governing the implementation of halal tourism in this bodies which will provide assurance for context is an important agenda for future the customers, as well as for their future research. This is because of the need to improvements. ensure that the halal tourism services that are provided in those countries address the ACKNOWLEDGEMENT fundamental issue of Muslims’ obligations This study was financially supported by in adhering to the Islamic teachings in UPM FRGS Grant 05-02-14-1511FR and all aspects of their lives including while UKM GUP-2018-008. travelling. This understanding, at the same time, is also vital as it can assist the service REFERENCES providers in developing and marketing halal Battour, M., & Ismail, M. N. (2016). Halal tourism: tourism in their countries. On the other hand, Concepts, practises, challenges and future. the Muslim tourists must also be sensitive Tourism Management Perspectives, 19, 150-154. to the local cultures and values, without Battour, M., Ismail, M. N., & Battor, M. (2011). sacrificing their religious values. The impact of destination attributes on Muslim Addressing the above and other related tourist’s choice. International Journal of Tourism issues also supports the development of Research, 13(6), 527-540. the field of halal tourism, from the current Battour, M. M., Ismail, M. N., & Battor, M. (2010). infancy stage to a maturing field and Toward a halal tourism market. Tourism Analysis, eventually to be recognized as a legitimate 15(4), 461-470. body of knowledge. Such legitimacy is Bon, M., & Hussain, M. (2010). Halal food and needed particularly given the importance of tourism: Prospects and challenges. Bridging travelling and the need to serve customers to Tourism Theory and Practice, 2, 47-59. meet their religious needs and to facilitate Carboni, M., & Janati, M. I. (2016). Halal tourism de their practice of religion. This pursuit facto: A case from Fez. Tourism Management for knowledge development is indeed Perspectives, 19, 155-159. fundamental because searching for halal Carboni, M., Perelli, C., & Sistu, G. (2017). is obligatory upon Muslims. As such, Developing tourism products in line with Islamic Muslim researchers play a significant role in beliefs: Some insights from Nabeul–Hammamet. educating the non-Muslim majority societies Journal of North African Studies, 22(1), 87-108. to embrace the proper halal concept. Context Consulting. (2016). Halal travellers 2016: Similarly, on the part of service providers, ATTO report. Retrieved August 02, 2017, the development of a comprehensive from http://www.amadeus.com/web/binaries/ knowledge about halal tourism supports blobs/864/164/halal-travel-report-2016.pdf the development and sustainability of their Davids, M. N. (2014). Islamic tourism in South Africa: organizations. This knowledge also serves An emerging market approach. Hospitality. In H. Elgohary & R. Eid (Eds.), Emerging research

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