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The halal tourism – alternative or mass tourism? Indications of traditional mass tourism on crescent rating guidelines on halal tourism
Journal of Islamic Marketing Pub Date : 2021-03-25 , DOI: 10.1108/jima-07-2020-0199
Bhayu Rhama

Purpose

This study aims to identify whether halal tourism, as advocated by Mastercard-Crescent Rating guidelines on halal tourism can be considered as supporting sustainable tourism.

Design/methodology/approach

Three Mastercard-CrescentRating 2019 Reports which are Global Muslim Travel Index, Indonesia Muslim Travel Index and Halal Travel Frontier were evaluated using a qualitative method supports by NVivo software to analyze text and images. Eight indicators (number of tourists, main motivations, main values, interaction with the community, interaction with the environment, most possible destinations, infrastructure and visitor monitorings) are used to classify halal tourism items into mass tourism (traditional, experiential and sensational) and non-mass (alternative) tourism. The qualitative analysis is supported by correlation analysis of GMTI scores with environmental performance index and the global sustainable competitiveness index scores.

Findings

The results showed that halal tourism has unique characters compared with mass and non-mass tourism types. However, halal tourism advocated by CrescentRating unlikely shows similarity with non-mass tourism. It tends to be traditional mass tourism, especially on the perspective of the type of activity, interactions with the environment and local communities, as well as the main values.

Originality/value

Previous research suggested the needs of halal tourism and its relations to sustainability. This research fills the gap by showing the halal tourism, in the perspective of Mastercard-CrescentRating is not prioritized toward sustainable tourism by qualitative and quantitative evidences. This study contributes to the knowledge of sustainability from Islamic perspectives and practices and provides a way to the theory of Islamic sustainable tourism. It also suggests improvements to halal tourism guidelines such as the transparency and guarantees that the profit will be used for social welfare, promotion of sustainability using Qur’anic verses and promotion on environmental and social empowerment activities.



中文翻译:

清真旅游——替代旅游还是大众旅游?传统大众旅游对清真旅游新月评级指南的影响

目的

本研究旨在确定清真旅游是否可以被视为支持可持续旅游,如万事达卡新月评级指南所倡导的清真旅游。

设计/方法/方法

使用 NVivo 软件支持的定性方法对三份 Mastercard-CrescentRating 2019 报告进行评估,即全球穆斯林旅行指数、印度尼西亚穆斯林旅行指数和清真旅行前沿,以分析文本和图像。八个指标(游客数量、主要动机、主要价值观、与社区的互动、与环境的互动、最可能的目的地、基础设施和游客监测)用于将清真旅游项目分类为大众旅游(传统、体验和轰动)和非大众(替代)旅游。定性分析得到了GMTI分数与环境绩效指数和全球可持续竞争力指数分数的相关性分析的支持。

发现

结果表明,与大众和非大众旅游类型相比,清真旅游具有独特的特征。然而,CrescentRating 提倡的清真旅游不太可能与非大众旅游相似。它往往是传统的大众旅游,特别是从活动类型、与环境和当地社区的互动以及主要价值观的角度来看。

原创性/价值

先前的研究表明清真旅游的需求及其与可持续性的关系。这项研究通过展示清真旅游填补了空白,从万事达卡的角度来看,CrescentRating 没有通过定性和定量证据优先考虑可持续旅游。这项研究有助于从伊斯兰的观点和实践中了解可持续性,并为伊斯兰可持续旅游理论提供了一种途径。它还建议改进清真旅游指南,例如透明度和保证利润将用于社会福利、使用古兰经经文促进可持续性以及促进环境和社会赋权活动。

更新日期:2021-03-25
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