**4. Muslim tourist needs**

includes the movement of people—either Muslim or non-Muslim tourists—which represents the demand side and activities/facilities to cater to tourists' needs (destination) which represent supply side. The point here is, to understand Muslim tourists' behaviour, marketers need to understand the demand side: the needs of Muslim travellers in the context of Halal tourism.

Some researchers have tried to define Islamic tourism and Halal tourism in tourism and destination marketing literatures [1, 3, 12, 22–24]. However, most have not taken into consideration the Islamic law (Sharia), the target customers (i.e. Muslims or non-Muslims), the location of activity (i.e. Muslim vs. non-Muslim country), the product and service offered (i.e. food, facilities) and the purpose of travel. Most of these definitions are loosely defined and used interchangeably. In other words, Halal tourism and Islamic tourism are treated as similar concepts. For example, Jafari and Scott [1] defined Islamic tourism as 'The encouragement of tourists likely to meet the requirements of Sharia law'. The definition focuses on Islamic law and its requirements to meet the tourist needs but ignored the religion of tourists (Muslims) and other dimensions. In our opinion, Jafari and Scott's definition is more appropriate for

When Muslims travel to another destination for leisure less than one year, this travel is considered as tourism. The question that is often asked is whether the activity is to be referred to as Halal tourism or Islamic tourism. In our opinion, the activity can be referred to as Halal tourism if all the activities, facilities, actions and objectives are permissible according to Islamic teachings. The same thing applies in the case of non-Muslim tourists. So a non-Muslim tourist can claim that he/she consumes Halal food and attends Halal entertainment outlets as long as the activities related to his claim are genuinely permissible in Islam. However, to describe the traveling activities as being 'Islamic tourism' requires another very crucial element, that is, whether the activity is accompanied by *Niyyah* or intention on the part of the traveller.

If the intention of travelling is to seek the pleasure of God or in order to strengthen his faith, then it will be both Halal and Islamic. Therefore, the term 'Islamic tourism' is more appropriate. However, the place may not necessarily be located in a Muslim country or in religious locations. For example, if a man travels to London to visit the London museum in order to study the history of British colonization of the Muslim world for the sake of God, the travel can be classified as *Ibadah* (a religious act) deserving rewards from God and therefore can be

However, if the intention is not in accordance with Islamic teaching, then the travelling is not Islamic. For example, even if a man travels to the holy city of Makkah or Madinah during Hajj seasons, but with the evil intention to steal things from *Hajj* or *Umrah* travellers, then the action cannot be classified as Islamic. To reinforce my point of the importance of the element of *Niyyah* or intention, I would like to highlight the fact that the term 'Islamic food' does not exist. The reason is food is not a living object and will never have any aspect of 'intention'. For food, there-

The term 'Muslim-friendly' in tourism industry denotes an attempt to make the tourism experience enjoyable to observant Muslims. As such it is close to the concept of 'Halal tourism' but not the same. Using 'Halal' is a wider context than 'Muslim friendly'. So when the company provides Halal products and services, it should be fully Halal and not allowed to provide

fore, the term to be used is *not* Islamic food but rather 'Halal or non-Halal food'.

'Halal tourism' rather than 'Islamic tourism'.

6 Mobilities, Tourism and Travel Behavior - Contexts and Boundaries

appropriately referred to as 'Islamic tourism'.

Muslims believe that the holy Quran offers direction in all aspects of human activities including tourism choices for both individuals and governments [1, 4, 9, 25]. It is noted recently that Muslim customers become sensitive to consume products and services that are Halal (Sharia compliant). Moreover, the awareness among Muslim increased to select Halal/Islamic options for their needs from the common of options currently offered [2, 26]. Therefore, some non-Muslim destinations such as Japan, the Philippines and Brazil offered Muslim-friendly solutions/options to scenario seen as problematic by Muslim travellers.

For example, Chambers of Commerce in Japan and the Philippine Travel Agencies Association [27, 28] organized seminars to train the tourism industry and restaurateurs to satisfy Muslim tourist needs. Moreover, prayer rooms are allocated at major airports, and restaurants offer Halal food in Japan. Muslim-friendly guide is also published to provide information on Halal food and prayer places [27]. The Department of Tourism in the Philippines launched in 2014 what it called 'Eid Play Love' packages to attract Muslim travellers from Saudi Arabia and the UAE during both Eid al-Fitr and Eid al-Adha. The objective of packages was to promote the Philippines as a "Muslim- and family-friendly destination" [28]. Another example, Brazil's Federation of Muslim Associations (FAMBRAS) printed 65,000 copies of their 28-page 'Muslim Fan Guide' which details prayer times, mosque locations in host cities, emergency services and venue details to Muslim fans during the World Cup 2014 [29].

As it is mentioned earlier, to understand Muslim tourists' behaviour, destination marketers need to understand the demand side, the needs of Muslim travellers in the context of Halal tourism. The following needs are Muslim-friendly attributes that cater for Muslim tourists when travelling abroad. Muslim-friendly attributes which are applied in some destinations could be a benchmark for other destinations that target Muslim tourists and/or to market the destination as 'Muslim-friendly destination'.
