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Managing Modern Muslim Travellers: Emerging Trends and Issues for Islamic Tourism Destinations

Author

Listed:
  • Mohd Hafiz Hanafiah

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam 42300, Malaysia)

  • Mohmed Razip Hasan

    (Islamic Tourism Centre, Putrajaya 62200, Malaysia)

  • Ahmad Puad Mat Som

    (Faculty of Applied Social Sciences, Universiti Sultan Zainal Abidin, Kuala Terengganu 21300, Malaysia)

Abstract

This research paper explores perspectives on the post-pandemic Islamic tourism market, policies, and challenges associated with sustainable growth. This paper also shares thoughts on emerging trends in the global Islamic tourism industry. The methodology used was descriptive qualitative research via in-depth interviews with twelve Muslim-friendly destination managers from Malaysia, Indonesia, Thailand, Taiwan, and Korea. The transcribed data were coded and then tabulated in cross-checked themes to confirm the reliability of the collected data. This study highlights two types of distinct Islamic markets whose needs and wants are unique from each other: the rigidly obedient Muslim and the modern, young, liberal Muslim. Next, this study highlights improper governance, inconsistency in Islamic tourism branding, and the lack of Muslim-based products and services as emerging issues within the modern Islamic tourism industry. This research also offers a set of future research questions on (i) the role of technology in forming the Muslim traveller experience; (ii) the importance of taking an innovative approach to form a memorable Muslim travel experience; and (iii) the dynamic nature of the modern Muslim traveller. This research paper offers fresh perspectives on understanding modern Muslim travellers which can inspire future research and advance theoretical and managerial practices among Muslim and non-Muslim tourism destinations.

Suggested Citation

  • Mohd Hafiz Hanafiah & Mohmed Razip Hasan & Ahmad Puad Mat Som, 2022. "Managing Modern Muslim Travellers: Emerging Trends and Issues for Islamic Tourism Destinations," Tourism and Hospitality, MDPI, vol. 3(4), pages 1-11, December.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:4:p:58-918:d:992810
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    References listed on IDEAS

    as
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    3. Heesup Han & Soyeun Lee & Antonio Ariza-Montes & Amr Al-Ansi & Beenish Tariq & Alejandro Vega-Muñoz & Su-hyun Park, 2021. "Muslim Travelers’ Inconvenient Tourism Experience and Self-Rated Mental Health at a Non-Islamic Country: Exploring Gender and Age Differences," IJERPH, MDPI, vol. 18(2), pages 1-17, January.
    4. Pedro Cuesta-Valiño & Fadoua Bolifa & Estela Núñez-Barriopedro, 2020. "Sustainable, Smart and Muslim-Friendly Tourist Destinations," Sustainability, MDPI, vol. 12(5), pages 1-13, February.
    5. Jaffar Aman & Jaffar Abbas & Shahid Mahmood & Mohammad Nurunnabi & Shaher Bano, 2019. "The Influence of Islamic Religiosity on the Perceived Socio-Cultural Impact of Sustainable Tourism Development in Pakistan: A Structural Equation Modeling Approach," Sustainability, MDPI, vol. 11(11), pages 1-27, May.
    6. Nadeem Akhtar & Nohman Khan & Muhammad Mahroof Khan & Shagufta Ashraf & Muhammad Saim Hashmi & Muhammad Muddassar Khan & Sanil S. Hishan, 2021. "Post-COVID 19 Tourism: Will Digital Tourism Replace Mass Tourism?," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
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