Berlian Novian Pamungkas (014201400023)

.Mega Ilhami (014201500128)

Marketing 2015
Halal Tourism

I. Introduction

Jaelani (2017) stated that tourism as an activity of people outside environment by a certain
period and the main travel destinations in addition to education or gain experience by paying
an activity in the place visited. Tourism as an activity is often located within the broader
framework of leisure and recreation because, traditionally, tourism was understood as holidays
and therefore involved recreational activities during leisure time (Inkson et al.,2018).
Nowadays, the tourism growth is increasingly becoming quite popular worldwide, as it
unequivocally represents the largest and most lucrative global market. There are a number of
academic researches on different familiar tourism phenomena, such as the medical tourism, the
dark tourism, the heritage tourism, the eco tourism, the e tourism and so forth. However, as the
drive on tourism begins to gain momentum, the Islamic tourism (IT) has introduced a new area
of industry or a new branch of tourism market (Rahman et al., 2017).

The world’s total population is expected to rise to 9.3 billion by 2050.Muslims, in comparison
to other religions, with its youthful population with high fertility rates, are projected to increase
by 73 percent. In total, 35 percent of Muslims in 2010 were aged less than 15 years, showing
the huge growth in future Travelers (Khan et al., 2017).

Islamic tourists abide the guidance of Allah SWT and Prophet Muhammad (peace be upon
him). Islamic tourists are interested to explore Islamic knowledge on Islamic shariah, culture,
heritage, arts, Islamic history, spiritual etc. (Islamic Tourism Center, 2012).In Islam, the
activity of traveling is considered as ‘ibadah and da’wah’ (Rahman, 2014).

Islam is a religion and Muslims are the followers of the religion. The majority of Muslim
followers can be found in areas including the Middle East, the Caucasus, Central Asia, North
and East Africa, the Arabian Peninsula, Indonesia and Malaysia and is represented among
many minority groups in Europe, the Americas, Russia, China and Australia. With that, Islam
is estimated to be the second largest faith after Christianity worldwide and the fastest growing
(Zannierah et al., 2012)

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Jafari et al. (2010) claim that ‘‘The importance of intra Muslim traffic has led to a focus in
some countries on Islamic tourism”.Islamic principles teach Muslims to consume halal, the
prohibition of haram and avoid doubtful things (Tieman, 2015).

The grounds of haram in food according to Tieman et al. (2012) are manifest of harm,
intoxication (alcohol and narcotics), filth, impurity and natural revulsion (such as carrion, spilt
blood, pig meat) and unlawful acquisition.

Indeed, the matter of halal and haram is one of the fundamental laws or concepts in Islam. For
some people who do not speak Arabic, halal is usually often associated with a variety of food
which is allowed to be taken based on Islamic laws. Beyond food and drink, the concept of
halal actually covers much broader meaning including behavior, action, speech, attitude, cloth,
cosmetic and medicine (Prabowo,S et al., 2015). for Muslim, Quran provides guidance in all
aspects of human activities,therefore religion influences the direction of tourism choices by
tourists. As a result, many countries provide alternatives for Muslim tourists to choose by
upgrading the tourism facilities for the comfortability of the tourists. Moreover, Islam is based
on concepts of human well-being and a good life which stresses on ‘brotherhood and
socioeconomic justice’. As a result this requires a balance satisfaction of both the material and
spiritual needs of all humans (Samori et al., 2016).

Halal is an important element that influences consumer purchase and consumption behavior.
From an industrial context, multinational firms acknowledged the significance of Halal in
sustaining competitiveness (Ab Talib et al., 2016)

Although halal tourism is a relatively recent phenomenon, halal holidays for leisure purposes
are estimated to be one of the fastest growth sectors in the industry. Already worth over $126bn,
the halal holiday sector (not including Hajj or Umrah travel) is predicted to grow to $192bn by
2020. This booming tourism sector has attracted considerable attention from both industry and
the media.(Wingett et al.,2017).

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II. Islam

The name Islam is universal in meaning. Islam is not named after a tribe of people or individual,
as Judaism is name after the tribe of Judah, Christianity after Christ and Buddhism after Buddha
(Abou-Zaid & Leonce, 2014). Esposito (2010) suggests that Islam is the third of the three
largest monotheistic religions, in addition to Judaism and Christianity.

Islam is not a new religion, but the same truth that God revealed through all His prophets to
every people. For a fifth of the world's population, Islam is both a religion and a complete way
of life (al-Hageel, 2001). Muslims follow a religion of peace, mercy, and forgiveness, and the
majority has nothing to do with the extremely grave events, which have come to be associated
with their faith (Zarabozo, 2007). According Al-Ashqar, (2000) Islam is not a new religion,
but the same truth that God revealed through all His prophets to every people for a fifth of the
world's population; Islam is both a religion and a complete way of life.

That Muslims follow a religion of peace, mercy, and forgiveness, and the majority has nothing
to do with the extremely grave events, which have come to be associated with their faith (Hoot
et al., 2003). Hence Islam is Arabic word which means peace, submission and obedience. It
also means acceptance and commitment to abide by the teachings and guidance of God (Malik,
2008).

The Arabic word 'Islam' simply means 'submission', and derives from a word meaning ‘peace’
(Zaraboz, 2007). In a religious context it means complete submission to the will of God.
Mohammedanism' is thus a misnomer because it suggests that Muslims worship Muhammad
rather than God 'Allah' is the Arabic name for God, which is used by Arab Muslims and
Christians alike (Hogg et al., 2010). Additional from Silberman (2005) Islam is global faith,
not of the east or the west; they complete way of life, implying total submission to god one
who surrenders his or her will to god. Voluntarily, is called a Muslim.

Lexically, the word Islam is the verbal noun of the verb, which means, “He resigned, or
submitted, himself” (Esposito, 2010). Hence, Islam is the way or act of submitting and
resigning oneself, “Muslim” is the active participle of the verb meaning “to submit.” Hence, a
“Muslim” is one who submits (Fish, 2010).

Islam is the same message and guidance, which God revealed through all His Prophets to every
people throughout the history of mankind. One who follows Islam is called a Muslim (an

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Arabic word) which means, the one who submits to the will of God) (Tan, 2012).

“Which was given to Moses and to Jesus and to other Prophets from their God; we make no
distinction between any of them, and to Him we are Muslims."

(AI-Qur'an 3:84)

According to the Quran, Islam was the religion of Adam, Noah, Abraham, Ishmael, Isaac,
Jacob, Moses and Jesus, peace be upon them all. However, it was revealed to Prophet
Muhammad, peace be upon him, in its comprehensive, complete and final form (Al-Hageel,
2001). According Al-Ashqar, (2000) Prophet and messenger came to exhort the people to clear
understanding of God’s commandments, they offered teaching relevant to that time, until God
chose the final prophets Muhammad, to come with the last testament referred to as the Qur’an.

In reality, belief in Allah is the cornerstone of the entire faith of Islam. All of the other Islamic
beliefs and all Islamic practices revolve around the proper belief in God (Mutawakil, 2014).
For this reason, perhaps more than any other religious community in the world, the belief about
God in Islam has been delineated in great detail (Akbarzadeh, & Roose, 2011). Islam
recognizes that God has created the human with an innate ability to recognize and understand
the truth that he has a Creator and a God. In fact, the Prophet Muhammad (peace and blessings
of Allah be upon him) recorded by al-Bukhari and Muslim. He said, “Every child is born on
the fit rah (the natural way, the religion of Islam)” (Zarabozo, 2007).

The major characteristic of Islam is that through believing in all the Prophets and God's
message revealed to each of them; it lays down the basis of peace and harmony among the
people of the world (Tan, 2012). The great mission of Islam is not only to preach the above-
mentioned truth, but also to correct those errors, which had crept into the prevailing religions
(Abou-Zaid & Leonce 2014).

Most important of all, Islam gathers in one book all those truths, which were contained in
earlier Divine revelations granted to previous Prophets for the guidance of mankind, and to
meet all the spiritual and moral requirements of an ever-advancing humanity (Mutawakil,
2014). However according Ahmed (2015) Muslims are encouraged to cooperate with all those
who are faithful and God-conscious people, namely those who received scriptures (Torah,
Psalms and Gospel) through His prophets, Christians and Jews are called the "People of the
Book:' and their Prophets and Scripture res are honored by the Muslims.

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III. Halal and Haram

Allah in the Qur’an to last till the end of time has codified things in the Islamic Law. Whenever
we perform an act, it is with the intention of qurbatan ila 'llah - gaining proximity of Allah
(Warden & Dalen, 2011). According Larsson (2016) Allah created all creatures and subjugated
them for our benefit. He did not to forbid them. He only prohibits the things that harm us, so
the lawful are many while the prohibited are few. The Prophet said,

“What Allah forbade in His book is forbidden and what he has made lawful is lawful and what
He did not mention is permissible; and what He did not mention is permissible...”

So all things and behaviors were originally lawful and there is nothing unlawful unless there is
a text prohibiting it (Kamali, 2013). All acts of worship were originally legislated by text and
there is no legitimate form of worship without a text. This is achieved through purification of
the spirit (Van der Spiegel et al., 2012).

A human being is composed of body and spirit, and when God legislates something to be
forbidden to us, it is because of His wisdom - that it is going to corrupt our spirit (either in
addition to negative effects on our body or alone) and lead us away from the path of Allah and
onto the path of the Shay Tan (Ambali, & Bakar, 2014).

This expressly defeats the purpose of adhering to the religion of Islam, which in itself means
'submission' - submission to the One and Only God (Tieman, 2013). Any rebellion in terms of
not abiding by the rules means inviting the punishment of Hell fire and similarly abiding by
the rules means being delivered the promise of Paradise (Hasan, 2016). According Larsson
(2016) we are told this world is a test for us and the results are going to be declared in the Next;
hence the necessity of living life by the Law.

Everything is originally lawful (halal) or (permissibility) the first principle that Islam legislates
is that all things that were created for us are permissible and lawful (Omar & Jaafar, 2011).
Bonne & Mohsin (2012) suggest that the prohibited is that for which there is an authentic text
(from the Qur’an or Sunnah) that forbids that thing. If there is no authentic text forbidding it,
then it is lawful and halal. The Qur’an declares:

“And He has subjected to you all that is in the heavens and all that in the earth; it is all a favor
and kindness from Him.”

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 (Al-Jathiyah: 13)

The question of what ought to be halal (lawful) and haram (prohibited) was one of the matters
concerning which, prior to the advent of Islam, the peoples of the world had gone very far
astray and were utterly confused, permitting many impure and harmful things and prohibiting
many things that were good and pure (Zulfakar et al., 2014).

The Qur’an and Sunnah use the word halal and haram in two different meanings i.e. moral
conducts and material Even to a certain extent, in some multi religious societies the word halal
becomes the first thing to be noticed by non-Muslims about Islam (Majid, 2015). Hence
according Ismoyowati (2015) the concept of halal plays a bigger role in the life of businessmen
where they have to satisfy the demands of their Muslim customers.

Unfortunately, many Muslims narrowly understand the word halal, which means legal or
lawful. A lot of us comprehend halal as to that before any animal become halal to be eaten, it
must be slaughtered according to the Islamic way and the food should not contain any forbidden
elements, the holy Qur’an and Sunnah’s conception of halal (Thalib et al., 2014).

Islam has restricted the authority to legislate the haram and the halal, taking it out of the hands
of human beings, regardless of their religious or worldly position, and reserving it for the Rabbi
of human beings alone (Krishnan et al., 2017). According to Qardhawi (2000) the Islamic
criteria with regard to the halal and haram are embodied in the following two Quranic verses:

Say, "Who has forbidden the adornment of Allah which He has produced for His servants and
the good [lawful] things of provision?" Say, "They are for those who believe during the worldly
life [but] exclusively for them on the Day of Resurrection."

(Al-A’raf: 32)

Ngwakwe (2017) said that Allah is the only One who makes things lawful or unlawful for He
is the Lawgiver: no one, whether a scholar or a leader, can make things lawful or unlawful; for
Allah is the only lawgiver. So whoever enacts laws other than Allah’s is regarded as a partner
to Allah. The Qur’an declares:

“Or have they partners with Allah (false gods) who have instituted them a religion which Allah
has not ordained.....”

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 (Ash-Shuraa: 21)

Allah also said, “And say not concerning that which your tongues put forth falsely, ‘this is
lawful and this forbidden, so as to invent lies against Allah."

(AnNahl: 116)

Haram material is referring to maytah (dead animals) and pork and any meat that is not
slaughtered in the name of Allah. It is mentioned in four places in the holy Qur’an” (Halim et
al., 2014).

“He has forbidden you the maytah (dead animals), and blood, and the flesh of swine, and that
which is slaughtered as a sacrifice for others than Allah (or has been slaughtered for idols, on
which Allah’s Name has not been mentioned while slaughtering). But if one is forced by
necessity, without willful disobedience, or transgressing due limits, - then is he guiltless. For
Allah is Oft- forgiving Most Merciful.”

(Al-Baqarah: 173)

“Forbidden to you (for food) are: Al-Maytah (the dead animals), blood, the flesh of swine, and
that on which Allah’s Name has not been mentioned while slaughtering (that which has been
slaughtered as a sacrifice for others than Allah, or has been slaughtered for idols) and that
which has been killed by strangling, or by a violent blow, or by a headlong fall, or by the goring
of horns and that which has been (partly) eaten by a wild animal. ...But if any is forced by
hunger, with no inclination to transgression, Allah is indeed oft forgiving, most Merciful”.

(Al-Ma’idah: 3)

Islam only forbids a few things and permits many things of the same kind instead (Jallad, 2008).
Islam does not cause hardship or difficulty for people at all; He wants ease, mercy, guidance,
and flexibility for them (Talib et al., 2010), For instance, Islam forbids usury but permits trade,
forbids adultery but permits marriage, forbids drinking alcohol but permits many other drinks,
forbids a few harmful foods but permits a lot of good and beneficial foods, forbids silk for male
clothing but permits a lot of other fabrics (Eliasi & Dwyer, 2008).

Science tells us that whatever one eats, it has an effect on one's behavior (Hasan, 2016). This
is one of the reasons that Islam prohibits the eating of carnivorous animals the consumption of

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the meat of such animals would probably make a person violent and ferocious, Islam only allow
sheeting of herbivorous animals which are peaceful and docile (Van der Spiegel et al., 201).
According Eliasi & Dwyer (2002) since ancient times, peoples have differed in their eating and
drinking habits and in relation to what is to be allowed and avoided, especially with regard to
food of animal origin.

Islam does not prohibit vegetable foods, with the exception of what is fermented, whether it is
grapes, dates, barley, or any other substance, as long as it remains in the unfermented state;
similarly, Islam prohibits anything, which intoxicates, affects the functioning of the brain, or
harms the body, as we shall see later (Antara et al., 2016). However, with regard to foods
derived from animal sources peoples and nations have held widely varying attitudes (Tiemen,
2013).

“I do not find in that which has been revealed to me anything forbidden for an eater to eat of
except that it be what has died of itself, or blood poured forth, or flesh of swine for that surely
is unclean- - or that which is a transgression, other than (the name of) Allah having been
invoked on it; but whoever is driven to necessity, not desiring nor exceeding the limit, then
surely your Lord is Forgiving, Merciful.”

(Surat al-An`aam 6:145)

Wholesome food and leading a healthy life style are considered religious obligations, The
drinks which Islam considers harmful and destructive to the human spirit and morality as well
as to the physique are included in the Quran verse which for bid s all intoxicants an d all forms
of gambling or games of chance (Talib et al., 2010).

Money plays a very important role in human life. It is the engine and machine of life, the cause
of numbers of conflicts around the world, and capable of putting an end to relationships of
close friends and family members (Van warden, 2013). The holy Qur’an and Sunnah, knowing
the sensitivity and impact of money on people, had protected it with a fence of ethics and rules.
(Majid, 2015) In addition, the longest verse in Qur’an is about money. The prophet for its
importance insists on it in his farewell sermon

“It is unlawful for you to shed the blood of one another or take (unlawfully) the fortunes of one
another”.

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 (Muslim/ 1218)

According Al agha (2007) in prohibition of intoxicants and gambling Islam stand unique
among all religions and all religions and among all system.

“O believers! Intoxicants and gambling (game of chance) dedication to stones (paying tribute
to idols) and using arrows (for seeking luck or decision) are the filthy work of Satan gets away
from them, so that you may prosper. Satan desires to stir up enmity and hatred between you
with intoxicants and gambling, to prevent you from the remembrance of Allah and from Salah
(prayers). Will you not abstain? Obey Allah and obey the Messenger and abstain from these
things. If you do flat, then you should know that Our Messenger's duty is only to convey my
message clearly."

(Al-Qur'an 5:90-92) Gambling (here it is clarified that the success of a person is tied with their
abiding by the rule):

“O you who believe! Intoxicants and games of chance and (sacrificing to) stones set up and
(dividing by) arrows are only uncleanness, the Satan’s work; shun it therefore that you may be
successful”.

(Surat al-Ma'idah 5:90)

IV. History Halal Tourism

Emphasizes that tourism has various social and cultural impacts Duran (2013). According to
Albayrak and Ozkul (2013) the significance of tourism sector is increasing day by day and
Halal tourism is a new product of both Muslim and non-Muslim market adding that Halal
tourism includes food, various products and services, it is a dynamic market with increasing
number of Muslim tourists. Global halal industry has become one of the most growing
industries.

Tourism industry recognizes the growing interest in Halal tourism from both the perspectives
of practitioners and researchers. Those involved stress the fact that any strategy to develop or
market Halal tourism products services must be guided by Islamic law sharia (Duman, 2011).

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Tourism religious and spiritual motivation has become widespread and became popular in
recent decades, occupies an important segment of international tourism and has grown
substantially in recent years. Religious tourism to be one of the less studied forms of tourism
in tourism research (Timothy & Olsen, 2006).

Islamic tourism can be defined as “the activities of Muslims travelling to and staying in places
outside their usual environment for not more than one consecutive year for participation of
those activities that originate from Islamic motivations which are not related to the exercise of
an activity remunerated from within the place visited” (Duman, 2011). Consistent growth in
this market segment has become a global trend in the tourism industry. Trend religious journey
is not considered as a new phenomenon. To travel, religious travel has long been an integral
motif and is usually regarded as the oldest form of an economic journey (Yesil et al., 2013).

Religion plays an important role in the development of travel for centuries and has influenced
how people spend their spare time Duran (2013). Timothy & Olsen (2006) explains that an
increase in the number of tourists with religious motivations have also attracted the attention
of academia, government and tourism agencies to develop tourism. The large number of
tourist’s religion associated with visits to the sites of the Bible, the Koran or other sacred texts,
or with spiritualism, such as miracles and revelation (Bakar & Hussin, 2013).

Halal tourism is a subcategory of religious tourism, which is geared towards Muslim families
who abide by Sharia rules (Gulen, 2011). The term of sharia tourism in the literature generally
equated with terms such as Islamic tourism, sharia tourism, sharia travel, halal tourism, halal-
friendly tourism destination, and Muslim-friendly travel destinations, halal lifestyle, and others
(Buhalis, 2000). According Graburn (2001) from the industry side, travel sharia is a
complementary product and does not eliminate these types of conventional tourism, as a new
way to develop tourism in Indonesia, which upholds the cultural and Islamic values without
losing the uniqueness and originality of the area.

The hotels in such destinations do not serve alcohol and have separate swimming pools and
spa facilities for men and women (Ijaj, 2011). Malaysia, Turkey and many more countries are
trying to attract Muslim tourists from all over the world offering facilities in accordance with
the religious beliefs of Muslim tourists (Hassan, 2007). However according Duman (2011)
every year millions of people travel to the main pilgrimage destinations around the world, it is
estimated that nearly 240 million people per year go on pilgrimages; some became Christian,

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Muslim, and Hindu, religious tourism becomes synonymous with the growth of tourism in
modern times.

The development of sharia or halal tourism an alternative for the travel industry in Indonesia
in line with the trend of the halal tourism industry as part of the global Islamic economy
(Samori et al., 2016). The dynamics of world tourism in the last three years, influenced by the
increased number of trips across the country and the growth of the economy, especially in the
Asia-Pacific region (Zamani & Henderson, 2009).

Halal tourism could due partly to the growth of Muslim population worldwide (Alserhan,
2010). Tourism is a complex concept includes a variety of considerations of social, Behavioral,
economic, political, cultural, and environmental (Al-Hamarneh, 2011).

Timothy & Olsen (2006) Marketers and policy makers who are concerned with halal issues
will understand the Islamic requirements related to tourism. Hassan (2007) asserts that the
concept of tourism made up of a series of activities, services, and benefits that provide a certain
experience to the tourists. Buhalis (2000) believes that tourist destinations have five essential
elements, namely attractions, access, facilities, activities and services related to the tourism.

The knowledge of Halal tourism concept and components are pertinent to industry players alike
in developing Halal tourism infra- structure and facilities, halal travel packages, and halal travel
activities furthermore the Religious tourism that is intended to mean also a pilgrimage tour
(Gulen, 2011). Etymologically, the pilgrimage can mean a visit, both for the living and the
dead, but in understanding the activity of public visits to people who have died through the
grave and the activities are also commonly referred to grave pilgrimage ( Park & Yoon, 2009 ).

Hassan, (2004) suggest Islamic tourism can be defined as the activities of Muslim travel when
moving from one place to another or when it is in a place outside of their normal residence for
a period of less than one year and to engage in activities with the Islamic motivation. It should
be noted that tourist activities in Islam must be in accordance with Islamic principles generally
accepted, that is halal. Based on some understanding of the above, the indicators of religious
tourism in Islam can be concluded the following:

 The concept of culture in relation to Islamic tourism (Islamic cultural site)

 Tourism synonymous with Muslim (subject to compliance with Islamic values),
Although it can be extended which includes non-Muslims

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  Travel religion (pilgrimages and visits to shrines across the Islamic world).
 Tourism Islam: a tourist with a new moral dimension that is based on values that are
acceptable, ethical dimension and has a transcendental standard
 Islamic Tourism: a trip aimed at motivation of "safety" or activities, which means it,
comes from Islamic motivation.

Islamic tourism or travel within Islam focused on issues such as the involvement of (Muslim),
point (goal of Islam), the product (the area of housing, food, and drinks), dimensions
(economic, cultural, religious, etc.), and management of processes services (marketing and
ethical issues). Motivations and intentions are very important in Islam because they are related
to attitudes and intentions. In some countries, such as Malaysia, Indonesia, and Brunei, the
term of religious tourism or Islamic tourism is better known as sharia or halal tourism
(Henderson, 2010).

It is recently noted that there is a challenge to identify the right terminologies as well as the
proper clarification Halal tourism concept and at the moment the most commonly used terms
are ‘Halal tourism’ and `Islamic tourism’. Due to the multidisciplinary scope of the subject
matter, there exist confusions regarding the two terms (Graburn, 2001). Many international
hotels do serve halal food that is slaughtered in accordance with the teachings of Islamic Sharia
and is free of any substances forbidden by Islam such as pork and alcohol and some hotels have
employed people of Arab origin to provide translation services and other assistance that may
be needed by tourists from Muslim countries (Hassan, 2004).

According to Rosenbreg 2009 halal hotels serve halal service to Muslim travelers and this hotel
is not limited to halal food service but also other hotel services and management operations
that must be governed by Islamic principles and the following are the main indicators of an
Islamic hotel:

 No alcohol to be served or consumed on the premises,

 Halal foods (slaughtered in the name of Allah and excluding all pork products and
certain other items),
 Quran, prayer mats and arrows indicating the direction of Mecca in every room, Beds
and toilets positioned so as not to face the direction of Mecca,
 Bidets in bathrooms,
 Prayer rooms, Predominantly Muslim staff, Conservative staff dress, Separate

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 recreational facilities for men and women,
 All female floors, Guest dress code Islamic funding, Female staff for single female
floors, male staff for single male floors, No entertainment venues such as nightclub
 Art in the hotel should not depict the human form, Conservative television service,
Hotel should follow the zakat principles (giving back to the community).

A niche market “halal friendly” tourism includes; halal hotels, halal transport (halal airlines),
halal food restaurants, halal tour packages and halal finance (Zulkifli et al., 2011) Therefore,
halal tourism consists of five different sectors which related with each other. These sectors are
presented below:

Halal Transport (Airlines): Indicators are cleanliness, non-alcoholic drinks and publications,
which are coherent with Islam.

Halal Food Premises: Foods that served in a restaurant have to be halal. All animals must be
slaughtered according to Islamic principles. No alcoholic drinks should be served in the
premise (Zulkifli et al., 2011).

Halal Tour Packages: The content of the tour packages must be based on an Islamic themed.
The Islamic tour packages include visits to the mosques, Islamic monuments and promote and
event during the Ramadan (Samori, 2016).

Halal Finance: The financial resources of the hotel, restaurant, travel agency and the airlines
have to be fit with Islamic principles. In general, Islamic finance requires participation in
sharing the profit and loss among of all parties who involved in this finance enterprise. Islamic
finance also prohibits interest (Zulkifli et al., 2011).

V. Halal Tourism in the World

The Muslim friendly tourism industry has also introduced a new segment of the Islamic
market mechanism into the tourism sector. IT (Islam Tourism) is an optimistic major global
tourism destination and a potential niche market that needs to be devoted to a significant study
to highlight the essence that the. IT means religious travels, such as the performance of
pilgrimage and Umrah to Mecca. Over the years, this term has been understood to include
Muslims who travel abroad for the purpose of performance of religious obligations, business
commitments and leisure vacations. This new development in the world of IT has given rise to
the need for the closely associated industry players including airlines, restaurants, hotels,

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suppliers and tour operators to standardize their products and services so as to adequately and
professionally cater for the needs of this growing market segment of high economic potentials
as there are more than 50 Muslim countries with 1.6 billion Muslims, a good proportion of
which will need the Muslim-friendly tourism products and services throughout the whole world
(Rahman et al., 2017).

The emergence of a Muslim middle class is a phenomenon that surfaced in Malaysia,

Indonesia, Turkey, Egypt, and India and also in the UK and Australia. It informs us of the links
between middle class Muslims all over the world with the broader and more secular
socioeconomic developments. The growing Muslim middle class connects their Islamic
principles with consumption habits (Rakhmani, 2017).

The top 10 halal friendly destinations 2012 (OIC Countries) are Malaysia, Egypt, Turkey,
Indonesia. United Arab Emirates, Morocco, Tunisia, Jordan, Brunei and Qatar. The top 10 halal
friendly destinations 2012 (Non OIC Countries) are Bosnia and Herzegovina, Singapore, South
Africa, Sri Lanka, Gold Coast (Australia),Delhi (India), London (UK), Bangkok
(Thailand),Munich (Germany),Vienna (Austria) (Chandra,2014).

Many Islamic countries, like Iran and Saudi Arabia, have introduced the concept of Halal
tourism by prohibiting alcoholic beverages, disco music and other unlawful Islamic activities
from tourism. On the other hand, in Islamic branded countries, such as Malaysia and Turkey,
Islamic laws are relaxed. Despite the importance of the concept of destination branding in
marketing, there are not many studies on destinations’ Islamic brand, specifically, Muslims’
evaluation of Islamic brand and the factors influencing this evaluation. It has been suggested
that the effectiveness of destinations’ brands can be examined from a customer (tourist)
perspective through their five dimensions of awareness, image, quality, value and loyalty. Also,
little work has been done in the area of brand evaluation in connection with involvement despite
a range of tourism studies done on involvement. Involvement is an important psychological
concept that significantly motivates and predicts tourist behaviors. Although involvement
motivates Muslims’ behaviors, the elements of involvement have not been yet investigated.
Therefore, the purpose of this study is to conceptualize Islamic tourism in the context of
involvement and destination brand equity (Shafaei et al., 2015).

VI. Indonesia as the Center for Halal Tourism

With approximately 205,000,000 Muslims, Indonesia has more Muslims than Pakistan
(178,097,000), India (177,286,000), Bangladesh (148,607,000), Iran (74,819,000), or Turkey

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(74,660,000), making it not only home to more Muslims than any other country, but also the
most populous Muslim majority country in the world. Indonesia has more Muslims than the
combined total of Saudi Arabia, Qatar, the United Arab Emirates, Oman, Yemen, Bahrain,
Palestine, Lebanon, Jordan, Syria, Iraq, and Egypt. The presence of Islam raises its own
challenges and opportunities for Indonesia at it emerges as a great power in the Asia Pacific
(Williams, 2017).

Indonesia is the largest Islamic nation in the world, and 88 per cent of the Indonesian population
is Muslim. Orthodox Islam can be found in Aceh, a “special province” that implemented
Shariah law. However, on the whole, Indonesian Muslims can be regarded as “moderate
Muslims”, as they live together with followers of different religions (Sari et al., 2017).

In line with the fast growing of world’s halal business, Indonesia is mentioned as “The Hidden
Treasure” to expose its huge potential market in halal business. This is supported by the fact
that Indonesia is the biggest Muslim country in the world. Along with the improvement in
economic and political conditions, there are emerging educated middle class that are easily
adaptive to the global developments, but they are still keen to hold the traditional Islamic values
(Prabowo et al., 2015).

Statistical data of foreign tourists at the Ministry of Tourism of Indonesia noted that tourist
arrivals from 19 of the main entrance in 2015 as many as 9,420,240 people and the period
January-December 2016 reached 10,405,947 people. This means also that tourist arrivals grew
by 10.46 percent.Tourism in 2013 was able to reach 10.0541 million US dollars, while in 2016
increased to 11.761.7 million US Dollar (Jaelani,2017).

In 2012, the Government of Indonesia intends to introduce the Halal Tourism in Indonesia and
on the next year, the government introduced the 12 destinations which are Moslem friendly
destination. The 12 destinations are Aceh, West Sumatra, Riau, Lampung, Banten, Jakarta,
West Java, Java east, Central Java, Yogyakarta, West Nusa Tenggara and South Sulawesi
(Firdausi et al., 2017).

According to Yustati et al. (2018) the award in the World Halal Tourism Awards 2016,
with 12 categories that have been won by Indonesia are:

 World’s Best Airline for Halal Travelers: Garuda Indonesia.

 World’s Best Airport for Halal Travelers: Sultan Iskandar Muda International Airport,
Aceh Indonesia.

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  World’s Best Family Friendly Hotel: The Rhadana Hotel, Kuta, Bali, Indonesia.

 World’s Most Luxurious Family Friendly Hotel: Trans Luxury Hotel Bandung,
Indonesia.

 World’s Best Halal Beach Resort: Novotel Lombok Resort and Villas, Lombok, NTB.

 World’s Best Halal Tour Operator: Tour Ero, West Sumatra, Indonesia.

 World’s Best Halal Tourism Website

www.wonderfullomboksumbawa.com,Indonesia.

 World’s Best Halal Honeymoon Destination: Sembalun Village Region, Lombok, West
Nusa Tenggara, Indonesia.

 World’s Best Hajj and Umrah Operator: ESQ Tours and Travel, Jakarta, Indonesia.

 World’s Best Halal Destination: West Sumatra, Indonesia.

 World’s Best Halal Culinary Destination: West Sumatra, Indonesia

 World’s Best Halal Cultural Destination: Aceh, Indonesia.

Winarti (2017) claimed that the primary challenge in linking histories of culture and tourism
lies in a reconstructing the past to the present through interpretation. As Indonesia is not a
Muslim country, it is quite a challenge to reconstruct the past to make Islam as a heritage culture
touristic spot to explore due to the diversity that Indonesia has and it cannot only represent
Islam. Which is why, the best option possible for Indonesia is implementing two tourism brand
positioning, which is “Wonderful Indonesia” and “Indonesia the Halal Wonders”.

VII. Halal Tourism, Religion Tourism, General Tourism and Adventure Tourism

A. Halal Tourism

Halal tourism is an activity that is supported by a wide range of facilities and services provided
communities, businesses, governments, and local governments that comply with sharia. Halal
tourism used by many people because of the characteristics of the products and services that
are universal. Products and tourist services, attractions and tourism destinations in the sharia
are the same with the products, services, attractions and tourism destinations generally, do not

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conflict with the values and ethics of sharia. So halal tourism is not limited to religious tour
(Jaelani, 2017).

As the consumption of halal and wholesome food is an obligation for Muslims, based on the
Holy Quran (2:168), the halal cluster should first of all be value-driven (Tieman, 2015). Muslim
consumers are reported to have different behaviors compared to other consumers in relations
to their commitment to their (Islamic) doctrines. For example, they react more negatively to
the advertising of controversial products such as alcohol compared to Christians. Muslims tend
to be more impulsive shoppers and are often more influenced by their emotions in a buying
decision compared to other religion’s followers. Therefore, Muslim consumers’ behaviors need
special attention from marketers (Sari et al., 2017).

1. Halal Restaurant

A relevant issue pertains to the values of Muslims dietary restriction is the concept of farm to
fork that is guided by the Islamic law. Therefore, it is important for the Muslims to know the
source of food that they eat. Religious inspired requirements that focused on spirituality is
developed through many compositions and one of them is food. So, it is an indicator for food
service industries to take the opportunity of this unique concept by labeling and displaying the
halal certification properly as the consumers have the right to expect food that they eat to be
safe and suitable for consumption (Zannierah et al., 2012)

According to Jafari et al. (2010) All is halal except as prohibited by the Koran or Sunnah. By
following this rule, Islamic jurists have worked out a list of halal and haram food in the Islamic
fiqh (Jurisprudence) literature and despite minor differences among different schools of
thoughts, this classification is being largely accepted and practiced across the Islamic world.
Halal animals include: Domesticated animals such as cows, buffalo, sheep, goats, camels,
chicken, geese, ducks, and turkeys. Non predatory wild animals such as deer, antelope,
chamois, wild cows, and zebras. Non predatory birds such as pigeons, sparrows, quails,
starlings, and ostriches Grasshoppers. All fish with scales (including their eggs), as well as
shrimps. Haram and non halal animals include: Pigs, dogs, and their descendants. Animals not
slaughtered in the name of Allah. Animals not slaughtered according to Islamic rules. Dead
animals. Animals with long pointed teeth or tusks that are used to kill prey or defend
themselves, such as tigers, bears, elephants, cats, monkeys, wolves, lions, tigers, panthers,
jackals, bears, foxes, squirrels, martens, weasels, and moles. Predatory birds with sharp claws,

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such as hawks, falcons, eagles, vultures, ravens, crows, kites, and owls. Lizards, snails, insects,
mouse, crocodiles, and alligators.

2. Halal Hotel

Based on Sharia laws, public displays of affection, shaking hands or any physical contact
between members of opposite sex, unmarried couples sharing rooms, gambling, breaking fast
in day light within the Holy month of Ramadan, pork consumption, selling and drinking alcohol
and dressing in an inappropriate way are prohibited. Discotheques, bars and any other
miscellaneous entertainments are deemed against the law of Sharia. Men and women might be
segregated at events and sites such as marriage ceremonies and parties. On the other side of
this coin, there are certain locals and states such as Thailand and its minority of Muslim
population as locals who are more relaxed on enforcement of these requirements. Muslims as
tourists are required to adhere to the customary restrictions where possible and abstain from
profligate consumption and indulgence (Mansouri, 2014).

According to Yusof et al., (2013) the industry practitioners and analyst have comes out with a
set of Sharia compliant hotel attributes which are as follows:

 Must have prayer rooms either at the lobby or certain floor. The size of this room must
be suitable enough to accommodate Muslim for congregation prayer at one time.

 No alcohol to be served or consumed on the premises.

 Halal food (slaughtered in the name of Allah and excluding all pork products and
certain other items).

 Quran prayer mats and arrows indicating the direction of Mecca in every room. Beds
and toilets positioned so as not to be face the direction of Mecca.

 Bidets in bathrooms to accommodate Muslim for ablution and any other activities
related to religion.

 Appropriate entertainment (no nightclubs or adult television channels).

 Predominantly Muslim staff.

 Separate recreational facilities for men and women including swimming pool, gym, spa
etc.

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  All female floors for certain floor which separate them from floors for male and family.

 Guest dress code must be posted at the hotel entrance or lobby.

 Islamic funding (hotel financed through Islamic financial instruments).

 Art not depict human or animal form.

 Copied of Quran or Quran with translation in every hotel room.

3. Halal SPA

According to Yaman et al. (2012) The important and the difference of Islamic beauty salon
compared to normal beauty salon is the design of the space planning which is closed and hidden
from non muhrim’s view. In addition, beauty treatment and space practicing ISP should
employed women and Moslem employees as an Al-Quran said,

“...and not to reveal their adornment except to their husbands and their women…” (An-Nur
24:31)

In addition, there are some forbidden treatments in Islamic Spa Practice:

 Hair dye with black color

 Mix with both men & women

 Uncover Aurah

 Shave the eyebrow

 The product are from non-halal sources

 Women customers use men staff to receive treatments or services

 Provide wig treatment

 Neglecting prayers until overpass prayer times

Halal health care services and Spa facilities are Halal food availability, rooms marked with
the kiblah direction, prayer room for visitors, water friendly toilets, doctors and nurse of the
same gender as the patient (as far as possible), halal medications (as far as possible), separate
spa or wellness facilities for males and females, male staff attending to male customers, and

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females attending to females, Muslim friendly dress code for staff , halal certified products
(Bilim et al.,2017).

4. Halal Destination

Islamic tourists could be guided by observing Islamic teachings in tourism activities, in the
success of the destination loyalty .Islamic attributes of tourists satisfaction and destination
loyalty is vital and it is based for tailoring halal tourist’s packages. Islamic tourists are well-
ordered to follow Islamic schooling which directly and indirectly impact on their decision
concerning tourism plan. In Islam, Islamic tourist should visit to different locations to praise
the beauty, greatness and creation of Allah SWT. Based on the guideline of the Holy Al-Qur’an
practices, Islamic tourist should be hospitable and generous toward travelers (Rahman, 2014).

Indonesia is very potential to be the best halal tourism destinations in the world. Why? Because
it has diversity of destinations and culture, and that is the main asset which is not owned by
other countries also increasingly confident in public awareness and national tourism industry
to meet the need of Moslem travelers, sustainable tourism or Moslem friendly tourism (Firdausi
et al.,2017).

5. Medical Halal Tourism

The number of Muslim populations which has reached 1.6 billion in 2010 are expected to create
opportunities for the Islamic medical tourism industry. India, for instance, had successfully
attracted 1.11 million Muslim patients from neighbor countries such as Pakistan, Bangladesh,
Middle East and Africa that were seeking for halal medical treatment in 2008. While the
increasing Muslim populations globally has created opportunities for Islamic medical tourism
industry, prior studies have largely been conducted in the area of medical tourism generally,
with studies focusing on Islamic medical tourism being largely neglected. Islamic medical
tourism is niche in itself, requiring specific marketing strategies in targeting Muslim patients
(Mohezar et al., 2017).

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 Muslims are occupied with traveling activities for the performing Hajj (pilgrimage) and
Umrah to fulfill their spiritual needs. Currently, their inspirations to travel have seen to be
incorporating so as to take into various activities including business, shopping, leisure and
health. Muslim-friendly medical tourism, which has begun to develop as one of the tourism
products, could be defined as Muslim tourists visiting to location or places in which Muslim
value and Islamic Shari’ah principal is the predominant belief for seeking medical treatment
while, in the meantime, investigating the attractions in the country visited. Today, Muslims
pursue expanding their branded Islamic hospitality over the world. The religion puts an
arrangement of halal dietary laws which ought to be submitted to the Islamic devotees
including Muslim patients. Muslim-friendly medical tourism is the idea of halal itself. Halal is
a term which was derived from the Arabic word and it can be defined as allowed by Islamic
Shari’ah laws. Islamic Shari’ah has not only given permission for halal food and beverage but
only have allowed all matters of a Muslim’s daily life including medical services (e.g. halal
nursing care, providing halal ingredient medicines etc.) (Rahman et al., 2017).

B. Religion Tourism

The institutions of religion and tourism have long been associated. Human migration has
been linked to religion from the earliest times. Furthermore, religious tourism or tourism whose
participants are motivated either in part or exclusively for religious reason (Sharpley,2009).

Jaelani (2017) claim that pilgrimage as a journey from the resulting religious causes, externally
to a holy site, and internally for spiritual purposes and internal understanding.The advent of
Hinduism, Buddhism, Christianity, and Islam helped institutionalize religious pilgrimages and
places. Hindus washed away sins and lessened the suffering of reincarnation in the Ganges
River. Buddhists visited holy sites in Sri Lanka and natural sites such as caves, springs, lakes,
and mountains in Tibet and China. Muslims went to Mecca for their Hajj to complete their
duties described in the Five Pillars of Islam, while Christians visited Holy Lands associated
with the life and works of Jesus (Hashim et al,2007).

C. General Tourism

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Tourism as the temporary movement of people to destinations outside their normal places of
work and residence and the activities undertaken during the time spent at those destinations
(Witt et al., 2013).

According to Atilgan et al. (2003) The following aspect of tour operator evaluations were
examined under the five SERVQUAL dimensions. (1)Assurance Dimension which being
served by the appropriate personnel, reinforcement of tourist confidence, experience and
competent tour and hotel escorts and fluent understandable communication with tourists. (2)
Responsiveness Dimension which since interest in problem solving, provision of adequate
information about service delivered, prompt response to tourist request, provision of
information on local entertainment, willingness to help tourists and advice on how to use free
time. (3) Reliability Dimension which easy contact on arrival at airport ,easy location of and
contact with tour and hotel escorts, services delivered on time, right first time, Keeping
promises, insisting on error free service, meeting the tour schedule and no sudden increase tour
in tour cost.(4) Empathy Dimension which pleasant, friendly Personnel, understanding of
specific needs and cultivation of friendly relationship. (5) Tangibles Dimension which modern
technologically relevant vehicle, appealing accommodation facilities, availability of
information documents and notes, physical appearance of tour and hotel escorts (tidiness etc)
and high quality meals.

According to Duman (2012) generic motivation for general tourism are Conducting business,
visiting friends or relatives, pursuing other personal business activities (i.e. shopping) and
pleasure. Experiencing culture, pleasure-seeking, fantasy, relaxation, physical participation.
Relaxing mentally, discovering new places and things, avoiding the hustle and bustle of daily
life, relaxing physically, being in a calm atmosphere, increasing knowledge, having a good
time with friends, being with others, building friendships with others, using imagination,
gaining a feeling of belonging, challenging personal abilities, using abilities and skills in sports,
developing close relationships.

D. Adventure Tourism

Adventure travel as any activity trip close to nature that is undertaken by someone who departs
from known surroundings to encounter unfamiliar places and people, with the purpose of
exploration, study, business, communication, recreation, sport, or sightseeing and tourism. This

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suggests that adventure travel is somewhat more extensive than tourism or leisure, by including
goals that might be related to, for example, professional activity (Beard et al., 2012).

According to Ritchie et al. (2004) Active sport tourism consists of several activities, including:
skiing, bicycle touring, adventure and active participation events, such as Masters Games or
other sporting tournaments.

Bayramov (2014) assume that the reasons of popularity are derived from such factors as the
plethora of adventure tourism activities, perception of adventure by visitor or tourist, as well
as the frequent coinciding of adventure tourism with adventure recreation. They claim that it is
commonly recognized that one of the determining traits of adventure tourism is danger and
vagueness of consequence.

The adventure tourism is fastest growing segments of tourism industry worldwide. The small
businesses have dominated this sector, but these businesses are mostly unprofessional. While,
as bigger businesses are lesser in this field with proper professional management systems
ensuring the safety and curbing the increasing demand. The lifestyle entrepreneurs have
established adventure tourism businesses, or rather by the adventure tourism lovers. The
lifestyles of tourists have also influenced the adventure tourism packaging. The social life
became very tense and complex of people by working longer hours on daily basis, in order to
get rid; they are experiencing the adventure packages. The number of adventure tourism
services providers increased swiftly throughout glob, due to this growth of services providers,
opportunities opened for inexperienced people to indulge in adventure activities (Dar,2014).

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