Halal Tourism Campaign: Does It Demolish Conventional? A New Touristic Segment on the Island of Lombok


A new segment, halal tourism, has been widely acknowledged and economically constitutes a spirit for societies' well-being improvement. The continuously growing Muslim population worldwide generates optimism that halal tourism is projected to be intensely consumed as it targets Muslims and non-Muslim travelers. This research then highlights how the halal tourism campaign impacts the existence of the conventional tourism industry on the island of Lombok. Phenomenology is a type of research formulated to answer research questions as it describes a phenomenon occurring at the research location. Processed data were systematically sourced from the first party in the form of structured interviews and participant observations involving hotel managers, government officials, tourism actors, academics, and related figures who fully understand the practice of halal tourism. Secondary sources (library research, document review) are analyzed in favor of the information sought. The study's results revealed that halal tourism practices are an added value to existing segments and can be adopted by non-Muslim tourism entrepreneurs. Halal tourism does not threaten conventional tourism, but its existence adds value to old products. Some challenges in response to halal tourism practice are discussed in this paper.


[1] Abror, A., Patrisia, D., Trinanda, O., Omar, M. W., and Wardi, Y. 2020. Antecedents of Word of Mouth in Muslim-Friendly Tourism Marketing : the Role of Religiosity Word of Mouth. Journal of Islamic Marketing. DOI: https://doi.org/10.1108/JIMA-01-2020-0006
[2] Adedoyin, F. F., Seetaram, N., Disegna, M., and Filis, G. 2021. The Effect of Tourism Taxation on International Arrivals to a Small Tourism-Dependent Economy. Journal of Travel Research 19(1): 1. DOI:https://doi.org/10.1177/00472875211053658
[3] Adel, A. M., Dai, X., Yan, C., and Roshdy, R. S. 2021. Halal Strategies on Official Government Tourism Websites: An Extension and Validation Study. Tourism and Hospitality Research 21(2): 231. DOI:https://doi.org/10.1177/1467358420986236
[4] Ahmed, M. J., and Akbaba, A. 2018. The Potential of Halal Tourism in Ethiopia: Opportunities, Challenges and Prospects. International Journal of Contemporary Tourism Research 1: 13–22. DOI:https://doi.org/10.30625/ijctr.397499
[5] Ainin, S., Feizollah, A., Anuar, N. B., and Abdullah, N. A. 2020. Sentiment analyses of multilingual tweets on halal tourism. Tourism Management Perspectives 34. DOI:https://doi.org/10.1016/j.tmp.2020.100658
[6] Akhtar, N., Jin, S., Alvi, T. H., and Siddiqi, U. I. 2020. Conflicting halal attributes at halal restaurants and consumers’ responses: The moderating role of religiosity. Journal of Hospitality and Tourism Management 45(August): 499–510. DOI: https://doi.org/10.1016/j.jhtm.2020.10.010
[7] Al-Ansi, A., and Han, H. 2019. Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing and Management 13, 51–60. DOI:https://doi.org/10.1016/j.jdmm.2019.05.007
[8] Al-Kwifi, O. S., Gelaidan, H. M. H., and Fetais, A. H. M. A. 2020. Identifying the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology. Journal of Islamic Marketing 12(6): 1159–1179. DOI:https://doi.org/10.1108/JIMA-01-2020-0026
[9] Aratuo, D. N., Etienne, X. L., Drive, E., Virginia, W., Drive, E., and Virginia, W. 2018. Industry level Analysis of Tourism-Economic Growth in the United States Ph. D. candidate, Division of Resource Economics and Management, West Virginia University, Assistant Professor, Division of Resource Economics and Management, West Virginia Ind.
[10] Azali, M., Basha, N. K., Chang, Y., Lim, X.-J., and Cheah, J. 2021. Why Not Travel to Malaysia? Variations in Inbound Tourists’ Perceptions toward Halal - Friendly Destination Attributes. Journal of Hospitality and Tourism Research, 1–30. DOI: https://doi.org/10.1177/1096348020987634
[11] Aziz, N., and Athoillah. 2019. Economic development through halal tourism. Munich Personal RePEc Archive, 94834. DOI: https://mpra.ub.uni-muenchen.de/94834/
[12] Basri, H., Tamrin, M., Alfatwari, D., and Rahadi, I. 2020. Shifting Society in Response to the Tourism Industry: A Case Study of New Challenges in Lombok Utara 4(2): 183–194.
[13] Battour, M., Hakimian, F., Ismail, M., and Boğan, E. 2018. The perception of non-Muslim tourists towards halal tourism: Evidence from Turkey and Malaysia. Journal of Islamic Marketing 9(4): 823–840. DOI:https://doi.org/10.1108/JIMA-07-2017-0072
[14] Battour, M., and Ismail, M. N. 2016. Halal tourism: Concepts, practises, challenges and future. Tourism Management Perspectives 19: 150–154. DOI: https://doi.org/10.1016/j.tmp.2015.12.008
[15] Buigut, S., Kapar, B., and Braendle, U. 2021. Effect of Regional Terrorism Events on Malaysian Tourism Demand. Tourism and Hospitality Research, 1. DOI: https://doi.org/10.1177/14673584211021895
[16] Bushell, R., and Bricker, K. 2016. Tourism in Protected Areas : Developing Meaningful Standards. Tourism and Hospitality Research 15(1): 1–2. DOI: https://doi.org/10.1177/1467358416636173
[17] Carboni, M., and Idrissi Janati, M. 2016. Halal tourism de facto: A case from Fez. Tourism Management Perspectives 19: 155–159. DOI: https://doi.org/10.1016/j.tmp.2015.12.007
[18] Cavallaro, F., Galati, O. I., and Nocera, S. 2017. Policy Strategies for the Mitigation of GHG Emissions caused by the Mass-Tourism Mobility in Coastal Areas. Transportation Research Procedia 27: 317–324. DOI: https://doi.org/10.1016/j.trpro.2017.12.062
[19] Chianeh, R. H., Kian, B., and Azgoomi, S. K. R. 2019. Islamic And Halal Tourism in Iran: Toward New Horizons. Bridging Tourism Theory and Practice 10. https://doi.org/10.1108/S2042-144320190000010018
[20] Deng, T., Gan, C., and Hu, Y. 2020. Do Hotel Business Benefit from Increased Tourist Accessibility? Evidence from China’s High- Speed Railway Program. Tourism Economics, 1–18. DOI:https://doi.org/10.1177/1354816620923216
[21] El-Gohary, H. 2016. Halal tourism, is it really Halal? Tourism Management Perspectives 19: 124–130. DOI:https://doi.org/10.1016/j.tmp.2015.12.013
[22] Fahrurrozi, M., Wathoni, H., Basri, H., Mohzana, and Dwimaulani, A. 2023. Entrepreneurial Leadership Values in Tourism Classroom Teaching. Enhancing the Learning Processes for Tourism Business. Journal of Environmental Management and Tourism 14(2): 458–468. DOI: https://doi.org/10.14505/jemt.v14.2(66).15
[23] Gao, Y., and Su, W. 2020. The Disclosure of Quality on Tourism Performance : Evidence from Top Tourist Cities in China. Journal of Travel Research, 2, 1. DOI: https://doi.org/10.1177/0047287520954540
[24] Global Muslim Travel Index. 2021. Global Muslim Travel Index.
[25] Groizard, J. L., and Santana-Gallego, M. 2019. The destruction of cultural heritage and international tourism: The case of the Arab countries. Journal of Cultural Heritage 33. https://doi.org/10.1016/j.culher.2018.06.005
[26] Harahsheh, S., Haddad, R., and Alshorman, M. 2019. Implications of Marketing Jordan as a Halal Tourism Destination. Journal of Islamic Marketing, 15. DOI: https://doi.org/10.1108/JIMA-02-2018-0036
[27] Henderson, J. C. 2016. Halal food, certification and halal tourism: Insights from Malaysia and Singapore. Tourism Management Perspectives 19: 160–164. DOI: https://doi.org/10.1016/j.tmp.2015.12.006
[28] Islam, M. A., Jantan, A. H., Yusoff, Y. M., Chong, C. W., and Hossain, M. S. 2020. Green Human Resource Management (GHRM) Practices and Millennial Employees’ Turnover Intentions in Tourism Industry in Malaysia : Moderating Role of Work Environment. Global Business Review, 3. DOI:https://doi.org/10.1177/0972150920907000
[29] Jia, X., and Chaozhi, Z. 2021. Turning impediment into attraction: A supplier perspective on Halal food in non-Islamic destinations. Journal of Destination Marketing and Management 19(135): 100517. DOI:https://doi.org/10.1016/j.jdmm.2020.100517
[30] Kamassi, A., Manaf, N. H. A., and Omar, A. 2020. The Need of International Islamic Standards for Medical Tourism Providers : a Malaysian Experience. Journal of Islamic Marketing, 1. DOI:https://doi.org/10.1108/JIMA-03-2019-0051
[31] Lalicic, L., and Garaus, M. 2020. Tourism-Induced Place Change: The Role of Place Attachment, Emotions, and Tourism Concern in Predicting Supportive or Oppositional Behavioral Responses. Journal of Travel Research 12(1): 1. DOI: https://doi.org/10.1177/0047287520967753
[32] Ma, S. D., and Kirilenko, A. P. 2019. Climate Change and Tourism in English-Language Newspaper Publications. Journal of Travel Research 15(1): 1. DOI: https://doi.org/10.1177/0047287519839157
[33] Marsiglio, S. 2015. Economic growth and environment: Tourism as a trigger for green growth. Tourism Economics 21(1): 183–204. DOI: https://doi.org/10.5367/te.2014.0411
[34] Mastercard-Crescentrating. 2022. Global Muslim Travel Index 2022 Report. June 31–62. https://www.crescentrating.com/download/thankyou.html?file=j-EXWnF4_GMTI_2022_Report_-_FINAL.pdf
[35] Moshin, A., Brochado, A., and Rodrigues, H. 2020. Halal tourism is traveling fast: Community perceptions and implications. Journal of Destination Marketing and Management 18. DOI:https://doi.org/10.1016/j.jdmm.2020.100503
[36] Muneeza, A., and Mustapha, Z. 2020. Need to pioneer Islamic tourism in tourist resorts in Maldives. Journal of Islamic Marketing 11(4): 895–916. DOI: https://doi.org/10.1108/JIMA-01-2019-0004
[37] Naserirad, M., Tavakol, M., Abbasi, M., Jannat, B., Sadeghi, N., and Bahemmat, Z. 2022. Predictors of International Muslim Medical Tourists’ Expectations on Halal-Friendly Healthcare Services : A hospital-Based Study. Health Services Management Research, 2. DOI: https://doi.org/10.1177/09514848221109831
[38] Nurdiansyah, A. 2018. Halal Certification and Its Impact on Tourism in Southeast Asia: A Case Study Halal Tourism in Thailand. KnE Social Sciences 3(5): 26. DOI: https://doi.org/10.18502/kss.v3i5.2323

[39] Olya, H. G. T., and Al-ansi, A. 2018. Risk assessment of halal products and services: Implication for tourism industry. Tourism Management 65: 279–291. DOI: https://doi.org/10.1016/j.tourman.2017.10.015
[40] Pan, S. Y., Gao, M., Kim, H., Shah, K. J., Pei, S. L., and Chiang, P. C. 2018. Advances and challenges in sustainable tourism toward a green economy. Science of the Total Environment 635: 452–469. DOI:https://doi.org/10.1016/j.scitotenv.2018.04.134
[41] Qin, D., Xu, H., and Chung, Y. 2019. Perceived impacts of the poverty alleviation tourism policy on the poor in China. Journal of Hospitality and Tourism Management 41(September): 41–50. DOI:https://doi.org/10.1016/j.jhtm.2019.09.004
[42] Ramdani, F., Setiani, P., and Setiawati, D. A. 2019. Analysis of sequence earthquake of Lombok Island, Indonesia. Progress in Disaster Science 4: 100046. DOI: https://doi.org/10.1016/j.pdisas.2019.100046
[43] Razzaq, S., Hall, C. M., and Prayag, G. 2016. The capacity of New Zealand to accommodate the halal tourism market - Or not. Tourism Management Perspectives 18: 92–97. DOI:https://doi.org/10.1016/j.tmp.2016.01.008
[44] Saint Akadiri, S., Alola, A. A., Akadiri, A. C., and Alola, U. V. 2019. Renewable energy consumption in EU-28 countries: Policy toward pollution mitigation and economic sustainability. Energy Policy 132: 803–810. DOI:https://doi.org/10.1016/j.enpol.2019.06.040
[45] Samori, Z., Md Salleh, N. Z., and Khalid, M. M. 2016. Current trends on Halal tourism: Cases on selected Asian countries. Tourism Management Perspectives 19: 131–136. DOI:https://doi.org/10.1016/j.tmp.2015.12.011
[46] Satriana, E. D., and Faridah, H. D. 2018. Halal Tourism: Development, Chance and Challenge. Journal of Halal Product and Research 1(2): 32. DOI: https://doi.org/10.20473/jhpr.vol.1-issue.2.32-43
[47] Shah, S. A. A., Sukmana, R., Fianto, B. A., Ahmad, M. A., Usman, I. U., and Mallah, W. A. 2020. Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer: Exploring the moderation of religiosity. Journal of Islamic Marketing 11(6): 1671–1689. DOI: https://doi.org/10.1108/JIMA-06-2019-0119
[48] Shahbaz, M., Benkraiem, R., Miloudi, A., and Tiwari, A. K. 2018. Tourism-Induced Financial Development in Malaysia: New Evidence from the Tourism Development Index. Tourism Economics, January 1. DOI:https://doi.org/10.1177/1354816618806123
[49] Slamet, Abdullah, I., and Laila, N. Q. 2022. The contestation of the meaning of halal tourism. Heliyon 8(3). DOI: https://doi.org/10.1016/j.heliyon.2022.e09098
[50] Suban, S. A., Madhan, K., and Shagirbasha, S. 2021. A bibliometric analysis of Halal and Islamic tourism. Halal and Islamic Tourism, 9. DOI: https://doi.org/10.1108/IHR-05-2021-0038
[51] Subarkah, A. R. 2018. Potensi dan Prospek Wisata Halal Dalam Meningkatkan Ekonomi Daerah (Studi Kasus: Nusa Tenggara Barat). Jurnal Sosial Politik 4(2): 49. DOI: https://doi.org/10.22219/sospol.v4i2.5979
[52] Usman, H., Sobari, N., and Sari, L. E. 2019. Sharia motivation in Muslim tourism de fi nition , does it matter ? Journal of Islamic Marketing, 1759–0833. DOI: https://doi.org/10.1108/JIMA-01-2018-0015
[53] Vargas-Sánchez, A., and Moral-Moral, M. 2019. Halal Tourism: Literature Review and Experts’ View. Journal of Islamic Marketing, 4. DOI: https://doi.org/10.1108/JIMA-04-2017-0039
[54] Veeken, S. Van Der, Calgaro, E., Klint, L. M., Law, A., Jiang, M., Lacy, T. De, and Dominey-howes, D. 2016. Tourism Destinations’ Vulnerability to Climate Change: Nature-Based Tourism in Vava’u, the Kingdom of Tonga. Tourism and Hospitality Research, 16(1):51. DOI: https://doi.org/10.1177/1467358415611068
[55] Wang, J., Huang, X., Gong, Z., and Cao, K. 2020. Dynamic assessment of tourism carrying capacity and its impacts on tourism economic growth in urban tourism destinations in China. Journal of Destination Marketing and Management. DOI:https://doi.org/10.1016/j.jdmm.2019.100383
[56] Wang, M., and Wang, C. 2018. Tourism, the Environment, and Energy Policies. Tourism Economics, 1–2. DOI: https://doi.org/10.1177/1354816618781458
[57] Wang, Z., Yang, P., and Li, D. 2021. The Influence of Heritage Tourism Destination Reputation on Tourist Consumption Behavior: A Case Study of World Cultural Heritage Shaolin Temple. SAGE Open, 1–2. DOI:https://doi.org/10.1177/21582440211030275
[58] Waryono, W. 2022. The Importance of Halal Tourism Policy in West Sumatera. Relevance: Journal of Management and Business 5(1). https://ejournal.uinsaid.ac.id/index.php/relevance/article/view/4041/1761
[59] Widagdyo, K. G. (2015). Analisis Pasar Pariwisata Halal Indonesia. Journal of Tauhidinomics, 1(1): 73–80.
[60] Wingett, F., and Turnbull, S. 2013. Halal Holidays: Exploring Expectations of Muslim-friendly holidays. Journal of Islamic Marketing Article 4(1): 2013–2014.
[61] Wisker, Z. lily, Kadirov, D., and Nizar, J. 2020. Marketing A Destination Brand Image To Muslim Tourists: Does Accessibility To Cultural Needs Matter In Developing Brand Loyalty ? Journal of Hospitality and Tourism Research 20(10): 2. DOI: https://doi.org/10.1177/1096348020963663
[62] Yen, H., Chen, P., and Ho, K. 2021. Analyzing Destination Accessibility from the Perspective of Efficiency Among Tourism Origin Countries. SAGE Open 0(0): 1–2. DOI: https://doi.org/10.1177/21582440211005752
[63] Yousaf, S., and Xiucheng, F. 2018. Halal Culinary and Tourism Marketing Strategies on Government Websites: A Preliminary Analysis, School of Management, Fudan University, Shanghai 1: 1–54.
How to Cite
CAHYONO, Heru et al. Halal Tourism Campaign: Does It Demolish Conventional? A New Touristic Segment on the Island of Lombok. Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 6, p. 2574 - 2585, sep. 2023. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/8080>. Date accessed: 03 dec. 2023. doi: https://doi.org/10.14505/jemt.v14.6(70).08.