The conflict of halal and hedonism, investigating halal-sensitive tourists’ hedonic tendency

Abstract

Purpose

Hedonic behavior is a well-known phenomenon for tourism activities by the nature of tourism itself. However, there is a possible conflict between the structure of halal tourism and hedonic behavior. This paper aims to investigate the hedonic perception levels of halal-sensitive tourists (HSTs) while questioning their travel motivations.

Design/methodology/approach

According to the aim of this study, quantitative approach has been adopted via data gathering within World Halal Summit. A total of 1,123 surveys were gathered face to face from participants. Factor analysis applied to confirm validity of the data set while also running Cronbach alpha test through all dimensions. Also, frequency and mean analyses were applied in addition to t-test for comparing tests.

Findings

Results briefly show that HSTs have an average level of perception of hedonism. They also travel once or twice a year for religious, social or environmental reasons which supports the finding about their hedonism perception.

Research limitations/implications

The research is also important in the applied field, especially in terms of decision-makers and supply determinants in destination management. Because if it is determined that the HSTs exhibit a utilitarian consumption, it has a guiding feature for the decision-makers to prefer halal tourism in terms of environmental management in the destination. In terms of the economic sustainability of the research destination or businesses, it also serves as a guide for the supply determinants in their investment activities.

Originality/value

This research is considerably important in terms of putting the HST typology on a conceptual basis in the theoretical field. In the research, it is tested whether the HSTs are hedonic consumers; in other words, whether they comply with the Islamic religious prohibitions. The tendency of HSTs to comply with the prohibitions reveals that they are utilitarian consumers, while halal tourism is a responsible tourism that cares about sustainability.

Citation

Saraç, Ö., Kiper, V.O. and Batman, O. (2023), "The conflict of halal and hedonism, investigating halal-sensitive tourists’ hedonic tendency", Journal of Islamic Marketing, Vol. 14 No. 9, pp. 2361-2382. https://doi.org/10.1108/JIMA-06-2021-0178