Volume 4 Issue (2)

Millennials play a crucial role in the halal tourism industry due to their significant population size and active engagement in traveller activities. This study aims to explore and analyse millennial perceptions, literacy, and attitudes toward halal tourism, focusing on how these dimensions influence the potential of halal tourism destinations. Employing a sequential explanatory mixed-methods approach, the research first collected quantitative data through a survey of 259 respondents, followed by qualitative insights from interviews with three informants across three cities in Central Java, Indonesia. A descriptive analysis of the data reveals that millennials in these cities exhibit positive perceptions, high literacy, and strong affirmations regarding halal tourism components. Furthermore, their favourable evaluations underscore the suitability of these cities as halal tourism destinations for millennials. The findings highlight the importance of targeting Muslim millennials in developing halal tourism strategies and provide a foundation for future studies to explore this demographic group in greater depth.

With the growing Muslim populations and increasing demand for Shariah-compliant tourism experiences globally, Halal Tourism has emerged as a significant sector in the travel industry. This systematic literature review explores the challenges and strategic approaches to implementing Halal Tourism. By analysing findings from 53 academic journals published between 2014 and 2024, the study identifies key problems and proposes strategic solutions. The findings highlight 11 critical challenges in the implementation of Halal Tourism: human resources, financial constraints, halal standards and certification, stakeholder engagement, sociocultural factors, marketing and promotion, infrastructure, market competition, environmental concerns, and security. This study contributes to the existing body of knowledge in Islamic Tourism and offers a comprehensive framework for policymakers, stakeholders, and researchers to address the challenges within this emerging industry.

China's tourism sector is experiencing rapid growth in catering to Muslim tourists. This study investigates Halal tourism in China drawing on several aspects like Consumer Preference, Cultural Awareness, Infrastructure Development, Safety and Security, Social Media Influence, and Intercultural Interaction. Using a sample of 423 respondents and partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4, the research confirms that all constructs significantly impact the overall Halal tourism experience. The findings highlight Consumer Preference is the most influential factor in the satisfaction of Muslim tourists, which means the necessity for Halal services, sensitivity to culture, and appropriate infrastructure. It also brings into view that Cultural Awareness is an important aspect, which may imply that educating and training service providers need to ensure a friendly atmosphere. Safety and the use of social media also emerge as critical factors in forming perceptions about Halal tourism. This study provides significant insight into the development of tourism stakeholders on how best to meet the needs of Muslim travelers and improve their experiences. Addressing these factors can create favourable conditions for Muslim tourists, increasing their satisfaction and loyalty within this growing market segment.