Halal Tourism Based on Value Creation

Ririn Tri Ratnasari

doi:10.26740/al-uqud.v4n2.p268-284

Abstract

Nowadays, halal tourism product is not only focused on Muslim tourists, but also non-Muslim one. The halal tourism industry needs to develop the people understanding of halal values in order to bring benefits to consumers through recognition of the tourism management potency as well as the need of value identification. This research aimed to develop value-based tourism, identify the value types, as well as create value as the basis for managing lawful tourism, which needs a model to facilitate recognizion of the tourism product excellence. This research used qualitative case study approach, with the head of tourism in the region where has potency to implement Islamic Marketing Concept as the key informants. The result showed that halal marketing included not only about product but also about pricing, promotion, and place. Muslim consumers were keen on tourism services that implement lawful approach. Furthermore, there were ten values of tourism in Indonesia e.g. Religious Tourism, Geo Tourism, Natural Tourism, Fashion Tourism, Culinary Tourism, Medical Tourism, Historical Tourism, Sport Tourism, Culture Tourism, and Hospitality Tourism.

Highlights

As a Muslim majority country, Indonesia has the largest Muslim population (Ratnasari et al, 2020)
Vargas-Sánchez, A. and MoralMoral, M., 2019; Ratnasari et al, 2020; Samori, Nor, & Mohammad, 2016 had discussed about Halal tourism, but there is no discussion on Halal tourism based on value creation so far, this study explored the value creation as the base of Halal tourism
Halal products have been the choice of living in the world, since it complies with Sharia and nourish the body (KH Amidhan)

Summary

Introduction

As a Muslim majority country, Indonesia has the largest Muslim population (Ratnasari et al, 2020). The rapid increase in the Muslim population makes halal products considered as a great business opportunity. Halal tourism has a great potential to increase, the easier and the more affordable tour allow Muslims to travel abroad nowadays. Global Muslim expenses for travel (excluding Hajj and Umrah) was $ 142 billion in 2014 and this was 11% of the total global expenditure in the same year. The number had increased from $ 134 billion (about 6.3% of the total global expenditure of Muslims travel expenses) in 2013. In 2020, the total global expenditure of Muslims travel expenses expected to increase to $ 233, on average, the third largest Muslim travel expenses after China ($ 160 billion) and the United States ($ 143 billion) (Thomson Reuters, 2015). The population of Muslim in the world is expected to reach 2.2 billion by 2030 and Muslims will make up 26.4 %

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