The Perception of Non-Muslim Tourists towards Halal Tourism: Evidence from Turkey and Malaysia

Mohamed Battour, Fatemeh Hakimian, Mohd Nazari Ismail, Erhan Boğan

Research output: Contribution to journalJournal articlepeer-review


Purpose: This paper aims to explore the perceptions of non-Muslim tourists towards halal tourism in Malaysia and Turkey. It also investigates the extent to which non-Muslim tourists are willing to purchase certain types of halal products and services.
Design/methodology/approach: Qualitative data were collected by conducting 35 semi-structured interviews with non-Muslim tourists in Malaysia and another 25 in Turkey.
Findings: Six major aspects are identified that describe the perceptions of non-Muslim tourists towards halal tourism. This paper also provides some suggestions for destination marketers on how best to cater for Western tourists and increase international arrivals.
Originality/value: This paper explores the perceptions of non-Muslim tourists towards halal tourism which is totally new research in destination marketing. It provides some original insights into the interactions between the religion of Islam and non-Muslim tourists. The insight should be of value to authorities, the industry and academics in both the Muslim and non-Muslim worlds.
Original languageEnglish
JournalJournal of Islamic Marketing
Issue number4
Pages (from-to)823-840
Number of pages18
Publication statusPublished - 2018


  • Destination marketing
  • Muslim friendly
  • Halal tourism
  • Halal products and services

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