Customers’ satisfaction as a critical success factor in halal tourism: literature review and research agenda

Abstract

PurposeThis review paper is based on secondary research of published literature on customer’s satisfaction in halal tourism to investigate, analyze and summarize what is already known about this current topic and to provide future directions about what could be known in the future.Design/methodology/approachThis qualitative study follows a systematic approach, using the PRISMA protocol. Online databases, namely, Scopus, Web of Science and Google Scholar, were used for the data extraction. The data under investigation include articles published till July 2023.FindingsHowever, an academic exploration of the burgeoning customer’s satisfaction with halal tourism is just getting started. It is an interesting subset of the tourism industry with potential. Recent studies have shed light on the importance of customers’ satisfaction in halal tourism by highlighting its most important aspects, as well as the most prominent theories, published authors, journals and research gaps. Toward the end of this study, suggestions for future research are made along these lines.Originality/valueThis study examines the conceptual evolution, potential and fruitful application of customers’ satisfaction in halal tourism in the postpandemic world. This study provides intriguing contextual data and insightful knowledge presented in a new context. This study discusses a comprehensive investigation and includes both academic and managerial consequences.