Abstract
In addition to being a popular destination for tourists worldwide, Japan is getting high marks for its efforts to become a halal-friendly tourist destination. Halal or Islamic tourism is a market segment that is fast growing not only in Muslim countries but globally due to the rapid growth of the Muslim population. Japan is at the top of the list of countries that increase their hospitality to Muslim customers. The purpose of this study is to investigate the perspective of Malaysian Muslims tourists towards halal food facilities based on their experience of a visit to Japan. Surveys via the questionnaire are the method used for data collection. The outcome of the study shows that respondents are very concerned about the halal status of food due to their understanding of the concept of halal food. Therefore, most of them only choose food that is believed to be permitted especially those with halal logo. Halal food is relatively easy to get at the airport and major tourist attractions. The presence of Muslim workers in halal premises adds to their confidence in the halal food provided. In terms of cost, respondents are less satisfied because the cost of halal food is relatively expensive.
Highlights
The Muslim travel market continues to expand rapidly and to develop in a changing world
The growth in the number of Muslim tourists to Japan has increased the availability of Halal food
The Halal industry holds the key to a broader international market, making it inevitable for Japanese food companies to see it as a strategic lever for repositioning efforts to enter this new market
Summary
The Muslim travel market continues to expand rapidly and to develop in a changing world. An estimated 131 million Muslim tourists arrived in 2017, up from 121 million in 2016, and is expected to rise to 156 million visitors by 2020 representing 10% of the travel market (CrescentRating, 2018). Japan has long been a preferred destination for global travellers due to its unique culture, beautiful scenery and spectacular urban landscapes. The growth in the number of Muslim tourists to Japan has increased the availability of Halal food. In Japan, the participation of Japanese companies in this sector is still meagre compared to other global players, even though they face a growing obstacle in their domestic market. The Halal industry holds the key to a broader international market, making it inevitable for Japanese food companies to see it as a strategic lever for repositioning efforts to enter this new market. This paper explores the perspective of Malaysia Muslim tourists towards halal food market in Japan, the unique characteristics of Japanese firms concerning the halal industry, the imperatives of Halal food industry in Japan and the perception of Japanese consumers towards Halal food
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