ABSTRACT
Marketing halal tourism products and services are not an easy task for the tourism industry because there are different demands for them among Muslim and non-Muslim consumers. Halal tourism products and services could be seen as constraints for developing the tourism sector, which may lead to major challenges for halal tourism operations. Halal tourism destinations need to improve and implement policies to overcome the constraints of halal products and services. Halal products and services are not only promoted to Muslim consumers, but there is also a new opportunity for a potential market of non-Islamic societies, where non-Muslims can be seen as potential market segments for promoting halal tourism products and services. This study aims to explore non-Muslims’ perceptions of halal tourism products and services by reviewing the literature and proposing certain research directions to conduct further studies on halal tourism management. The halal tourism industry has possibilities for both Muslim and non-Muslim consumers who can contribute to the flourishing of the halal tourism sector. Although there are certain challenges and restrictions for non-Muslim tourists to visit halal tourism destinations, however, the contribution of this study is significant as the challenges of halal tourism products and services are mostly highlighted to the non-Muslims with their necessary amenities that satisfy them without compromising with Islamic values.
