Nav: Home

Islamic values play a significant role in the travel decisions of Muslim tourists

June 24, 2019

Islamic values are just as important as the destination, quality and value for money for Muslims when choosing a holiday destination, according to a new study by the University of Portsmouth.

The research found that when choosing a halal holiday (one that allows Muslim tourists to go on a holiday while remaining true to their religion), Muslim's travel destinations are based on a combination of 'consumption' values (associated with accommodation, airline, entertainment), 'personal' values (fun, enjoyment, security) and Islamic religious values, such as Iman (faith).

Islamic values, related to aspects such as halal food, segregated facilities for men and women, prayer facilities and avoiding haram, were found to play a significant role for Muslim's in their expectations of a halal holiday.

The study, published in the latest issue of the International Journal of Tourism Research, recommends that tourism and hospitality companies develop products and services that are Sharia- compliant. With the halal tourism market expected to be worth more than USD 200 billion by 2020 (Global Muslim Travel Index GMTI, 2016), such initiatives would enable tourism and hospitality firms to demonstrate their cultural responsiveness to this emerging sector.

Lead author of the study Dr Padmali Rodrigo, Research Fellow in Marketing at the University of Portsmouth, said: "Given the growth in Halal tourism, understanding the values that influence Muslim consumers travel decisions are important as it would allow companies to provide a unique and authentic travel experience to Muslims, which would make them feel safe, secure and welcomed. Therefore, we argue that consumption values need to be broadened to include religious values such as Islamic values that stem from Iman."

The data for the study was gathered via 21 semi-structured interviews conducted among Sri Lankan Muslims (17 male and 4 female). While the study has limitations, such as interviewees from just one country and the low number of female respondents, the findings provide new insights into expectations of Muslim consumers in the under-represented halal-tourism market (the share of halal tourism is 12 per cent globally).

Co-author Dr Sarah Turnbull, Principal Lecturer in Marketing at the University of Portsmouth, said: "Merely understanding the values associated with basic consumption expectations are not sufficient tourism and hospitality companies need to pay attention to other factors such as religious and personal values that come into play. It is not possible to understand the behaviour of Muslim tourists without incorporating the Islamic attributes."
-end-


University of Portsmouth

Related Consumption Articles:

Competitive people are more prone to drug consumption
A Psychology research team at the University of Cordoba (Spain) studied how personality influences substance abuse among young people.
No need to cut down red and processed meat consumption
The researchers performed four systematic reviews focused on randomized controlled trials and observational studies looking at the impact of red meat and processed meat consumption on cardiometabolic and cancer outcomes.
Estimate of cigarette consumption in England
Estimated total cigarette consumption in England fell by almost one-quarter between 2011 and 2018 in a study comparing survey and sales data.
Clarifying the economic value of adjusting the power consumption
The economic value of demand response that adjusts the power consumption has not been clarified.
Estimating microplastic consumption
Since the mass production of plastics began in the 1940s, the versatile polymers have spread rapidly across the globe.
Reducing water consumption in mining
Plenty of water is needed for beneficiation of mineral ores.
Does alcohol consumption have an effect on arthritis?
Several previous studies have demonstrated that moderate alcohol consumption is linked with less severe disease and better quality of life in patients with rheumatoid arthritis, but a new Arthritis Care & Research study suggests that this might not be because drinking alcohol is beneficial.
Is alcohol consumption more helpful than harmful? It depends on your age
Studies of health effects of alcohol consumption may underestimate the risks of imbibing, particularly for younger people, according to a new study in the Journal of Studies on Alcohol and Drugs.
Moderate consumption of alcohol is associated with fewer hospitalizations
A study of the Department of Epidemiology and Prevention of I.R.C.C.S.
Fish consumption may prolong life
Consumption of fish and long-chain omega-3 fatty acids was associated with lower risks of early death in a Journal of Internal Medicine study.
More Consumption News and Consumption Current Events

Top Science Podcasts

We have hand picked the top science podcasts of 2019.
Now Playing: TED Radio Hour

Risk
Why do we revere risk-takers, even when their actions terrify us? Why are some better at taking risks than others? This hour, TED speakers explore the alluring, dangerous, and calculated sides of risk. Guests include professional rock climber Alex Honnold, economist Mariana Mazzucato, psychology researcher Kashfia Rahman, structural engineer and bridge designer Ian Firth, and risk intelligence expert Dylan Evans.
Now Playing: Science for the People

#540 Specialize? Or Generalize?
Ever been called a "jack of all trades, master of none"? The world loves to elevate specialists, people who drill deep into a single topic. Those people are great. But there's a place for generalists too, argues David Epstein. Jacks of all trades are often more successful than specialists. And he's got science to back it up. We talk with Epstein about his latest book, "Range: Why Generalists Triumph in a Specialized World".
Now Playing: Radiolab

Dolly Parton's America: Neon Moss
Today on Radiolab, we're bringing you the fourth episode of Jad's special series, Dolly Parton's America. In this episode, Jad goes back up the mountain to visit Dolly's actual Tennessee mountain home, where she tells stories about her first trips out of the holler. Back on the mountaintop, standing under the rain by the Little Pigeon River, the trip triggers memories of Jad's first visit to his father's childhood home, and opens the gateway to dizzying stories of music and migration. Support Radiolab today at Radiolab.org/donate.