Is halal tourism taking off in OIC and non-OIC countries? A systematic study of published research

Abstract

Purpose

The purpose of this study is to systematically examine and compare the growth of halal tourism and hospitality in OIC and non-OIC countries based on published literature.

Design/methodology/approach

A critical systematic review of 154 academic papers published in the last decade involving halal tourism in OIC and non-OIC countries constituted the sample for this study. The study uses an integrated antecedents, decisions and outcomes and theories, contexts and methods framework, and a coding protocol based on the preferred reporting items for systematic reviews and meta-analyses.

Findings

Halal tourism is not developed in non-OIC countries where Islam does not predominate, which represents an opportunity for many countries to incorporate new trends in their tourism offerings. This research increases awareness of non-OIC destinations to welcome a growing halal tourism market, enabling them to foster innovation to meet new demands for Muslim travelers.

Originality/value

This study is different as we compare the pertinent needs that are based on religion in various geographical locations while focusing on tourism and hospitality research in Islamic and non-Islamic nations.

Citation

Mohsin, A., Rodrigues, H., Penela, D. and Luz, A. (2024), "Is halal tourism taking off in OIC and non-OIC countries? A systematic study of published research", Journal of Islamic Marketing, Vol. 15 No. 4, pp. 990-1012. https://doi.org/10.1108/JIMA-03-2023-0077