**5. Discussion and implications**

Destination marketers need to understand Muslim travel behaviour in order to satisfy their needs especially in Halal tourism industry. This chapter discussed the importance of getting the terminologies right in the field of Muslim-friendly or Halal tourism. One of the effective means of accessing Halal market is to make Halal food widely available in the destination initially which is considered the high priority for Muslim tourists. Furthermore, Muslimfriendly hotels should be available in the destination or at least separated sections in hotels where no alcohol beverages and no pork Halal food are provided. Finally, Muslim-friendly airport is considered a starting point that could be used in promotion tools to market the destination as a Muslim friendly.

The initiatives that are taken to make the destination Muslim friendly are considered a valuable progress in Halal tourism, but more innovative and creative options for Muslims still are needed in this huge market. Therefore, innovation is vital for the success of destination operators to satisfy Muslim and non-Muslim tourists. Tourism products and service providers should find innovative solutions that satisfy non-Muslim tourists and thus increase trip quality and value. Tourism operators could educate non-Muslim tourists about what Halal tourism rules are. The use of innovative technology could be introduced into all hotel rooms so that, for example, the call for early morning prayer would be heard by Muslim guests and not be heard by non-Muslim guests. The main challenge for Islamic destinations is finding the balance between catering non-Muslim tourists and satisfying their needs without coming into conflict with Islamic teachings. Innovative Muslim-friendly application should be available to satisfy Muslim travellers. Muslim-friendly airline would need creative aircraft facilities and more Islamic options, such as gender- and family-segregated seating and in-flight religious entertainment.

Although Halal tourism is a good business opportunity that can satisfy Muslim and non-Muslim tourist, however, non-Muslim tourists may not accept Halal tourism products and services as an option. For example, in Sharia-compliant hotels, alcoholic beverages are prohibited. In Islamic resorts, beaches are sometimes separated by gender. As a result, tourists from non-Muslim countries may not travel to a destination that practices Halal tourism where such restrictions are applied. This could be a factor that discourages tourists from travelling to Muslim countries that observe this rule strictly, such as Saudi Arabia. However, burkini swimsuits might not be accepted by non-Muslim tourists and could be a travel constraint, but some of non-Muslim tourists might consider it as a new experience. Furthermore, gender segregation could be applied for non-Muslim tourists if the travel motivation is not to a swimming vacation.

scope and content, containing global information on a variety of topics: Halal-friendly accommodation, resorts, restaurants, caterers, food and beverage manufacturers, shopping destinations, airports, Islamic art and cultural sites [11]. The company also rates hotels in accordance

Halal booking website is also one of the pioneers of Halal tourism concept. It provides Halal holiday packages that allow Muslim tourists to relax, soak up the sun and enjoy sandy beaches, without compromising the values of their beliefs (www.Halalbooking.com/). Muslim-friendly website also enables Muslim tourists to book Halal hotel and resorts (www.muslimfriendly. com). Muslim-friendly website is created to market Osaka (www.muslim-friendly.jp.net/). It provides maps with the aim of helping Muslim travellers enjoy a more comfortable, meaning-

Destination marketers need to understand Muslim travel behaviour in order to satisfy their needs especially in Halal tourism industry. This chapter discussed the importance of getting the terminologies right in the field of Muslim-friendly or Halal tourism. One of the effective means of accessing Halal market is to make Halal food widely available in the destination initially which is considered the high priority for Muslim tourists. Furthermore, Muslimfriendly hotels should be available in the destination or at least separated sections in hotels where no alcohol beverages and no pork Halal food are provided. Finally, Muslim-friendly airport is considered a starting point that could be used in promotion tools to market the des-

The initiatives that are taken to make the destination Muslim friendly are considered a valuable progress in Halal tourism, but more innovative and creative options for Muslims still are needed in this huge market. Therefore, innovation is vital for the success of destination operators to satisfy Muslim and non-Muslim tourists. Tourism products and service providers should find innovative solutions that satisfy non-Muslim tourists and thus increase trip quality and value. Tourism operators could educate non-Muslim tourists about what Halal tourism rules are. The use of innovative technology could be introduced into all hotel rooms so that, for example, the call for early morning prayer would be heard by Muslim guests and not be heard by non-Muslim guests. The main challenge for Islamic destinations is finding the balance between catering non-Muslim tourists and satisfying their needs without coming into conflict with Islamic teachings. Innovative Muslim-friendly application should be available to satisfy Muslim travellers. Muslim-friendly airline would need creative aircraft facilities and more Islamic options, such as gender- and family-segregated seating and in-flight religious

Although Halal tourism is a good business opportunity that can satisfy Muslim and non-Muslim tourist, however, non-Muslim tourists may not accept Halal tourism products and services as an option. For example, in Sharia-compliant hotels, alcoholic beverages are prohibited. In Islamic resorts, beaches are sometimes separated by gender. As a result, tourists from non-Muslim countries may not travel to a destination that practices Halal tourism where

to detailed Islam-friendly criteria.

12 Mobilities, Tourism and Travel Behavior - Contexts and Boundaries

ful and enjoyable stay in Osaka, Japan.

**5. Discussion and implications**

tination as a Muslim friendly.

entertainment.

With regard to Halal food, some non-Muslim tourists might refrain from eating Halal meat due to the method of slaughtering used. Some can accept the reality that they cannot consume meat and pork in quite the same way as in their home country. But they are willing to substitute those with Halal meat or with fish or vegetarian food. Some might not be happy with the banning of alcoholic beverages. Here again, innovative solutions should be applied to solve this situation such as providing similar beverages without alcohol or replacing them with non-alcoholic juice and tea. The more innovative the alternatives that comply with Sharia are, the more support for tourism development in the Halal tourism market there will be. Some non-Muslims might accept consuming Halal food as long as the taste is fine. This could be used as a promotional tool to attract non-Muslim tourists.

There is a fierce competition among destination marketers, as well as the saturated market place, and there is therefore a need for a proper understanding of the factors that influence Muslim tourist behaviour. Destination marketers must understand whether Halal tourism practices affect whether tourists will visit certain destinations or not. It is also important to examine whether Halal tourism practices are wanted by all segments or only to selected segments. The success of some destinations/organizations in Halal tourism market will encourage other competitors to enter the market. For example, it is expected that destinations such as Queensland and Australia could target Halal tourism market and to be a Muslim-friendly destination. Furthermore, worldwide global brands in hospitality industry such as Ritz-Carlton may address opportunity in Sharia-compliant hotel market.

The awareness among Muslims is expected to increase for selecting Halal travel and Muslimfriendly options to satisfy their needs from the common of options currently offered. Therefore, newer destinations are expected to become more Muslim-friendly such as south Africa, France, Spain, Australia, Maldives, and Korea. The challenge for new destinations that plan to be Muslim friendly is to harmonize the demands of developing Halal travel and the needs of those looking for modern international tourism. It is expected in 2017 that more attention will be given among new destinations to offer Muslim-friendly airport, Halal dining options, prayer space access and recreational facilities with privacy. Newer destinations are expected to become more Muslim friendly such as South Africa and France. The numbers of Sharia-compliant hotels and Halal resorts are expected to increase in non-Muslim destinations. Customization of Halal tours is expected to grow and be adopted by travel agencies: availability of Halal food, an itinerary built around prayer timings, visits to mosques and Muslim tour guides. Travel agencies have many Halal tourism opportunities in areas such as Halal business travel, family-friendly packages, Muslim-friendly services, luxury Muslim market segment and Muslim heritage souvenirs. Halal medical tourism might be grown in non-Muslim destination targeting Muslim tourists. Training programmes are expected to be offered to non-Muslim staff to understand Halal issues.
