Halal tourism as a strategic option for South Korean tourism

• Published in: Journal of Islamic marketing Vol. 14; no. 5; pp. 1276 - 1290
• Main Authors: Marlinda, Ajeng Puspa, Al-Fadhat, Faris, Cipto, Bambang, Jubba, Hasse
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 04-04-2023; Emerald Group Publishing Limited
• Subjects: Customer satisfaction; Customer services; Halal food; Hotels & motels; Islamic law; Marketing; Muslims; Perceptions; Quality of service; Sustainability; Tourism; Tourist attractions; South Korea; Jerba; United States > US; Tunisia; Halal tourism; Perception; Tourist; South Korea; Islam; Muslim
• ISSN: 1759-0833; 1759-0833; 1759-0841
• DOI: 10.1108/JIMA-03-2021-0074

Purpose
This study aims to investigate the opinion of a group of informants in Seoul – South Korea’s foremost destination – on the possibility of developing a halal tourism policy that is closer to the wishes of Muslim customers, which is also in line with Islamic principles.
Design/methodology/approach
This research investigated the perceptions of 17 key informants. The data was conducted through interview about the possibility of developing an industry that is more in line with the lifestyle of Muslim tourists and more in line with halal criteria.
Findings
This study shows that the idea is quite attractive, especially among Seoul tourism industry players and even the South Korean Government itself. Although the potential for halal tourism is recognized, its development is currently divided into three groups, namely, groups that support the development of the policy, groups that reject and groups who do not care about it.
Originality/value
The research in this paper shows further developments from the studies that have been conducted in Djerba, Tunisia, that halal tourism carried out in Seoul, South Korea, has become a priority for the government through agencies/institutions/communities related to the halal industry.