Chapter 17 Islamicization of Promotion

Abstract

For sustainable progress of heritage tourism in Muslim regions, exaggerated and distorted notions of Islam have to be dispelled. To accomplish such an arduous task, the first step is to examine media content employed by key tourism organizations/agencies in Muslim countries. This chapter examines the heritage environments and contemporary macro environment factors in Muslim countries that are either secular or Islamic in nature. Using cultural indicators, it further analyzes the content of website marketing employed by the leading tourism authorities in the selected regions to understand if considerations and efforts are made to market Muslim heritage. The findings indicate mixed results.

Citation

Chhabra, D. (2010), "Chapter 17 Islamicization of Promotion", Scott, N. and Jafari, J. (Ed.) Tourism in the Muslim World (Bridging Tourism Theory and Practice, Vol. 2), Emerald Group Publishing Limited, Leeds, pp. 267-285. https://doi.org/10.1108/S2042-1443(2010)0000002020