SERVICE QUALITY IN HALAL TOURISM!

The quality of service in hotel management and especially tourism has a great role in its attraction, and it can be considered as one of the important reasons when tourists decide to choose a place to stay, but with the expansion of different types of tourism such as Health tourism and Dark tourism, halal tourism It has also taken a new and special place in the tourist community.

Do you know what halal tourism is?

Halal tourism is one of the latest phenomena in the tourism industry. It is specific to Muslims and includes various dimensions including food and drink, entertainment, and halal tourism services. All related services are following the laws and orders of Islam.

Apart from the meaning of halal tourism, the question arises, how important is the quality of service in halal tourism?

Experienced researcher in the tourism industry Mr. Kaveh Jafari along with his colleagues and in joint research with the Stavanger University of Norway titled: key attributes of Muslim-friendly hotels’ service quality,  The findings of this research offer valuable visions into halal-hotel travelers’ overall experiences based on user-generated content and facilitate the identification of the dominant themes linked with different value-for-money ratings.

The hospitality industry’s push to cater to Muslims has heightened hotel competitiveness on a worldwide scale. This study attempts to uncover the main themes faced by visitors at Muslim-friendly hotels due to the dearth of research on the significant service quality features of Muslim-friendly hotels.

 In this exciting research, data has been collected from the famous booking.com website, where 1250 commenters have participated. It has been shown that the hotel, staff, food, and room are the most important factors that affect the satisfaction of Muslim tourists who prefer Islamic laws. 

Nine major themes were identified using qualitative (narratives) research, including “hotel,” “staff,” “food,” “room,” “location,” “pool,” “facilities,” “cleanliness,” and “Wi-Fi.” The results of this study also bridge research gaps in the literature by separating themes related to “satisfaction” with halal hotels from those related to “dissatisfaction.”

 Kaveh Jafari, who can be mentioned as the most important researcher in the field of tourism, spent almost 2 years conducting this research. He, who will start his new activity as a new member of Oxford Brookes University next year, pursues new ideas regarding new research in the field of quality management in tourism.

 Kaveh notes that halal tourism with a very high financial turnover, especially in Asia, is one of the most important indicators of tourism in the world,, considering the economic recession of the Ukraine war and the post-Corona era, can be the salvation of tourism in Europe as well.

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