Service inclusion—the intentional design of services that enable full participation by diverse customers—has received growing attention in tourism and service research. However, empirical work remains concentrated on mainstream vulnerability categories (e.g., disability and ageing), tends to assume uniformly positive effects, and offers limited insight into culturally and religiously shaped inclusion in tourism, particularly for Muslim tourists in non-Muslim destinations. This gap matters because inclusion is not only a set of provisions; it is also a lived experience of being welcomed, respected, and able to participate, which may generate both intended and unintended behavioural consequences.
Drawing on two empirical studies of Muslim tourists visiting non-Muslim destinations, this thesis integrates service inclusion with socio-cognitive pathways linked to social identity theory to predict and examine two outcomes of service inclusion in the halal tourism context: positive behavioural intention towards the destination and alcohol consumption among Muslim tourists. Findings show that inclusive service enhances cognitive and affective destination image, which, in turn, strengthens revisit intentions and positive recommendations. However, the same inclusive practices can heighten insiders’ feelings and situational conformity, unintentionally encouraging value-incongruent behaviours (e.g., alcohol consumption), particularly among less-religious tourists. Religiosity operates as a boundary condition that attenuates normative pressures and supports alignment with religious identity.
The thesis advances service and tourism research by highlighting the unintended consequences of service inclusion in the halal tourism context. It offers practical guidance for designing culturally sensitive and ethically responsible service environments that promote inclusion without compromising individual moral agency.
| Date of Award | 17 Mar 2026 |
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| Original language | English |
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| Awarding Institution | - University Of Strathclyde
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| Supervisor | Matthew Alexander (Supervisor), Samantha Murdy (Supervisor) & Hyoje Kim (Supervisor) |
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