مقاله انگلیسی رایگان در مورد استراتژی بازاریابی آشپزی حلال و گردشگری – الزویر ۲۰۱۸

Food is considered to be one of the significant aspects that influence visitors’ satisfaction with a destination, as it allows for a more fulfilling sensory experience by utilizing all of a tourist’s senses (Hall, 2003). Expenditure on food is a major item in the tourist budget accounting for one-third of tourism expenditures and a primary source of earning tourism revenue (Meler & Cerovic, 2003). Local cuisines provide tourists with genuine cultural experiences of the host destination and serve as a core manifestation of its intangible heritage (Okumus, Okumus, & McKercher, 2007), thus providing marketable images of the destination (Henderson, 2009; Quan & Wang, 2004). Historically, services and facilities frequented by Muslim tourists are different from those of conventional tourists with the availability of Halal cuisine being the most pertinent and sought-after choice for them (Dinar standard, 2012). This has led to an increased interest in Halal tourism, an emerging trend in the tourism and hospitality domain, which primarily focuses on the development and provision of different tourism products and services to fulfill the distinctive requirements of Muslim tourists in conformance with their religious teachings (Battour & Ismail, 2016; El-Gohary, 2016). The global Muslim population is overall large and growing. It was estimated to be 1.8 billion in 2015, making up approximately 24.1% of the world’s population, a proportion that is projected to increase to 31.1% with 3 billion inhabitants in the year 2060 (Pew Research Center, 2017). The Muslim travel market is emerging as the fastest growing segment in the global travel industry and generates impressive statistics. In the year 2015, international Muslim travelers were estimated to be 117 million, a figure that is projected to ascend to 168 million by the year 2020, with tourism receipts in excess of USD 200 billion (Global Muslim Travel Index, 2016). To put this into perspective, in the year 2013, the largest source destinations for outbound tourism in the world, i.e., China and the USA, generated tourism receipts of USD 131.3 million and USD 121.3 million, respectively, while the revenues spawned by Muslim travelers amounted to USD 140 million alone, representing 11.6% of global market share (Mayock, 2015). The Muslim travel market is relatively young, and it is becoming increasingly affluent (Reuters & Standard, 2013). The commercial aspects of the Muslim travel market, coupled with Muslim tourists’ adherence to the complete code of conduct levied by their religion, demand appreciation of the distinctive characteristics and preferences of Muslim tourists by tourism bureaus and destination marketing organizations (Henderson, 2010). Overall, there is notably limited research on Muslim tourism (Kim, Im, & King, 2015). The existing research on Muslim tourists is predominantly atheoretical and descriptive in nature (Oktadiana, Pierce & Chon, 2016), articulating the knowledge related to Islamic perspectives on tourism (El-Gohary, 2016) and deliberating the features of Muslim tourist behavior that comply with the Islamic teachings (Ryan, 2016).