Halal tourism on an island destination: Muslim travellers’ experiences in the local islands of the Maldives

• Published in: Journal of Islamic marketing 2025-01, Vol.16 (1), p.236-257
• Main Authors: Adham, Khairul Akmaliah, Mahmad Nasir, Nadiah, Sinaau, Aishath, Shaznie, Aminath, Munawar, Ahmed
• Format: Article
• Language: English
• Subjects: Customer satisfaction; Halal food; Hotels & motels; Islands; Muslims; Religion; Resorts & spas; Tourism
• ISSN: 1759-0833; 1759-0841
• DOI: 10.1108/JIMA-07-2023-0232

Purpose This study extends the current understanding of halal tourism at an island destination. Specifically, this study aims to explore the attributes of halal tourism in the local islands of the Maldives, a fully Muslim country where tourism is the primary source of income for residents. To accomplish this, Muslim travellers’ experiences were examined using the process theory of travel, the halal tourism concept and the service marketing perspective. Design/methodology/approach The study used a qualitative research methodology and conducted interviews with Muslim travellers visiting the local islands of the Maldives. Findings The findings affirmed the five established generic attributes of halal tourism and generated another three emergent attributes of halal tourism, specific to an island destination. The study further enhances the existing knowledge of the generic attributes of halal food and beverage, prayers and mutual respect and benefits. It also establishes that the dimensions of safety and privacy, value for money, perishability and heterogeneity characterise all the emerging halal tourism attributes. The study concludes that halal tourism is an experience imbued with values that promotes dignified tourism. Originality/value The findings on the specific attributes of halal tourism at an island destination extend overall understanding of the halal tourism concept and process. The fact that the Maldives is entirely Muslim offers a unique opportunity to explore the normative attributes of halal tourism in an island destination. This enhanced understanding contributes to effective managerial practices aimed at developing competitive halal tourism services.