article · Journal of Islamic marketing
This conceptual study assesses literature on Halal tourism to connect it directly with entrepreneurship and contemporary market practices. It proposes an updated definition of Halal tourism that reflects how the sector currently functions, addressing theoretical gaps as well as practical industry realities. In doing so, the work identifies innovative marketing prospects designed to assist Halal entrepreneurs in creating and launching new commercial ventures. It also outlines avenues for existing tourism operators to develop and tailor products and services specifically suited to the requirements of Muslim travellers. By aligning entrepreneurial initiatives with the growing demands of this demographic, the insights provide a conceptual foundation for commercial strategy, service innovation, and product differentiation across the broader travel and hospitality industry.
Muslim travellers represent a substantial consumer segment with distinct cultural and religious expectations. By offering an updated definition of Halal tourism and highlighting entrepreneurial opportunities, this work helps tourism businesses better understand and address specific market demands. It supports the development of faith-compliant travel offerings, assisting operators in delivering relevant experiences for religious consumers.
The conceptual findings point to new business opportunities for entrepreneurs and established operators seeking to introduce dedicated Halal tourism products and services. Being a conceptual study based on a critical literature review rather than field trials or empirical data, the insights remain at an early, exploratory stage, requiring commercial validation, business planning, and market testing prior to direct operational adoption.
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Purpose The aim of this conceptual paper is to define Halal tourism based on the current practices and to explore the available innovative business opportunities in Halal travel industry that could be exploited by Halal entrepreneurs. Design/methodology/approach Critical assessment in Halal tourism literature is used to define Halal tourism and to link between Halal entrepreneurship and Halal tourism to explore innovative marketing opportunities for entrepreneurs. Findings New Halal tourism definition is suggested based on the current practices in this field. The paper also provided new prospects for Halal Entrepreneurs that could enable them to start new ventures in Halal tourism industry. Originality/value This study provides new theoretical and practical contribution in Halal tourism and Halal entrepreneurship. The findings could help tourism operators, Halal entrepreneurs to introduce Halal tourism products and services for catering Muslim traveler needs.
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DOI: 10.1108/jima-06-2020-0191
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