Halal holidays: exploring expectations of Muslim-friendly holidays

Purpose: The purpose of this study is to explore the expectations of Muslim tourists when taking a halal holiday. Understanding consumer expectations is an important factor in any service context since expectations determine whether the consumer is satisfied or dissatisfied with the service outcome.

Design/methodology/approach: An exploratory approach was adopted and in-depth interviews with Muslim tourists and halal holiday providers were undertaken.

Findings: The findings identified services and facilities Muslim consumers expect from a halal holiday and those they did not expect to see. Factors such as halal food, women-only facilities and dress codes were identified as services and facilities that are expected, whereas no alcohol was seen to be an important factor for Muslim tourists.

Research limitations/implications: This exploratory study used a small sample and hence the findings should not be seen to be generalisable. However, the study provides a number of valuable insights into the expectations of Muslim leisure tourists. Halal travel organisations and tourism boards will benefit from a better understanding of factors that influence the satisfaction/dissatisfaction of Muslim tourists.

Originality/value: The study makes three main contributions to our understanding of halal holidays. First, the study identifies expectations that are likely to influence satisfaction, such as halal food and women-only facilities. Second, the study highlights those expectations which are likely to cause dissatisfaction for halal holidaymakers, such as alcohol and dress codes. Third, the study highlights the difference in expectations which exist between halal holidaymakers and how the interpretation and practice of Islam is highly varied.