Halal tourism in non-Muslim destinations: the role of service inclusion in creating a positive destination image

Halal tourism, a form of tourism where services adhere to Islamic teachings, is a huge growth sector. Halal tourism was worth $220 billion in 2020 and expected to grow to $300 billion by 2026 (Bellopiskaya et al, 2020). Interestingly, non-halal countries are the most popular destination among Muslim travellers worldwide (Wibawa et al, 2021). Singapore, Thailand, The UK, Japan, and Taiwan are the top five destinations visited by Muslim travellers worldwide (Mastercard & Crescent, 2019). Muslim travellers, however, have indicated dissatisfaction with destinations that lacked suitable halal tourist infrastructure and services, particularly in non-halal destinations (Han, 2019). To explore the current state of research on halal tourism, it is necessary to analyse available literature in order to limit and clarify the gaps across studies. The purpose of this study is to synthesise existing knowledge on halal tourism, to identify potential research gaps, and to plan future research investigations. Through a systematic literature review, this study proposes three research questions; (1) what key theories are being utilised in halal tourism? (2) what key themes are being utilised to research halal tourism? (3) what methodologies are being utilised to research on halal tourism? (4) what areas are identified as important future research opportunities? A standard SLR approach was adopted utilising six distinct databases, with 70 papers retrieved from journals published between 1989 and 2021. Perceived value and motivation were recognised as the key theories in halal tourism research by this SLR. Regarding the key themes, issues around tourism demand including perception, motivation and experience are most frequently discussed. In terms of the methodology, quantitative methods are the primary method used in this field. This study discovered a gap on the role of inclusivity around halal tourism services and destination image in non-halal destinations. Research on it is limited to the Muslim majority countries (Yousaf & Xiucheng, 2018).The analysis also revealed a lack of research exploring issues which may deter visitors from travelling to a non-Muslim country. Due to the presence of Islamophobic views in various nations (Aji, 2020) Muslim travellers may be prevented from visiting destinations viewed as unfriendly. This study concludes that more research is needed to develop an understanding of destination image that promotes inclusivity for halal tourism services in non-halal areas. Service inclusion is not only a service that allows all customers to enjoy the same amount of value inherent in a marketplace trade, but it also better serves the requirements of consumers who are vulnerable due to age, gender, colour, or religion (Fisk et al., 2018). To promote more inclusive services, require an appropriate destination image which is the key when attracting visitors. Thus, the provision of an inclusive tourist service that can meet religious needs and generate positive experiences for Muslim travellers could be crucial (Jia, 2019).