The intersection of faith and tourism: an exploratory study on halal tourism motivations among Indian millennials

Abstract

Purpose

This study aims to explore the motivations of emerging market millennial Muslims to partake in halal tourism, a developing sector of the travel industry that caters to the religious practices of Muslim tourists.

Design/methodology/approach

This study is qualitative in nature. In-depth interviews were conducted with millennials aged 25–40 in India to gain an understanding of the factors that influence their decision-making and travel behaviour. Further, thematic analysis was used to analyse the data.

Findings

The findings emphasise the intricate interplay between faith, cultural and social factors in millennial Indians’ motivations for halal travel. The study found that religious motivations, such as the desire to fulfil religious duties and participate in spiritual experiences, were significant factors in halal tourism. Social motivations, such as the desire to interact with other Muslims and strengthen family ties, also played a significant role. The study also highlighted the importance of environmental sustainability and conservation efforts in the decision-making process of Indian millennials when choosing halal travel options.

Originality/value

This study contributes to the literature on halal tourism by exploring the motivations of emerging-market millennial Muslims. The study is original in its focus on the Indian context and the inclusion of sustainability and conservation efforts in the analysis of motivations for halal tourism.

Citation

Kalyan, P. and Ekka, P.M. (2024), "The intersection of faith and tourism: an exploratory study on halal tourism motivations among Indian millennials", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-04-2023-0105