Challenges and opportunities for halal tourism Open Access

The tourism sector is widely recognized as one of the key drivers of economic growth. Traditionally, religious tourists have been defined as those traveling exclusively for religious purposes, such as pilgrimages, conventions, spiritual retreats and religious trips (Lee et al., 2022). This form of tourism has generated a specific niche of considerable interest to both the tourism industry and researchers alike.

The expansion of the Muslim travel market has been primarily driven by several factors: the growth of the Muslim population, increased income levels among younger generations and the widespread availability of information through modern technologies (Mastercard and CrescentRating, 2022). Projections indicate that the number of Muslim tourists could reach 230 million by 2026, contributing an estimated $300bn to the global economy (Lestari et al., 2023). As a consequence, both halal and Islamic tourism are increasingly gaining recognition as major global industries (Prayag, 2020).

Irawan (2019) identifies three critical aspects in the development of halal tourism (HT). First, the global Muslim population is substantial. According to a report published by the Pew Research Centre (2011) in 2011, it is projected to grow by approximately 35% over a 20-year period, increasing from 1.6 billion in 2010 to 2.2 billion by 2030. Second, Muslim consumer spending in the tourism sector is significant. The Global Islamic Economy Report 2017 / 2018 (DinarStandard and Salaam Gateway, 2017) highlights that the largest areas of Muslim consumption globally include food, clothing, tourism, pharmaceuticals, media and cosmetics. Consequently, Muslims represent not only the largest religious demographic but also one of the most influential consumer groups worldwide. Finally, the considerable number of Muslim tourists presents a significant economic opportunity. Together, these factors underscore the vast potential for the continued growth and development of HT.

HT, a subset of religious tourism, is associated with individuals who travel to fulfil, practice and affirm their religious beliefs (Kasim, 2011), as well as to appreciate and glorify the greatness of Allah (Boğan and Sarıışık, 2019).

It is important to recognize that the way in which Muslims understand and adapt their lives to Islam can vary significantly, resulting in a heterogeneous market. Not all Muslims attach the same level of importance to the principles and requirements of Islam (El-Gohary, 2016). Muslim tourists can be categorized into three groups based on their service needs: those seeking a comprehensive Halal experience, who prefer destinations and services that meet all Halal requirements; those who are flexible with their Halal options, typically seeking Halal food and prayer facilities but willing to waive other requirements; and those who are Halal-friendly, appreciating the availability of Halal options when possible (DinarStandard, and CrescentRating, 2023).

Despite the increasing prominence of HT, the scientific community has yet to reach a consensus on a widely accepted definition or terminology for this niche, with terms such as “Halal tourism”, “Muslim tourism” and “Islamic tourism” often being used interchangeably (Zamani-Farahani and Henderson, 2010; Battour et al., 2014; Jafari and Scott, 2014). Therefore, the literature review conducted in this study does not distinguish between these terms, and for the purpose of this research, the term “Halal Tourism” (HT) is used to encompass all these forms of tourism.

Because of its immense potential, HT is considered a valuable opportunity for economic development, although it remains in the early stages of growth (Ekka, 2024; Vargas-Sánchez and Moral-Moral, 2019). Consequently, further research is needed to enhance understanding of its fundamental aspects and to explore new pathways for its development. Various authors have underscored this necessity. For instance, Widodo et al. (2022) identify a research gap in this field, particularly in Indonesia. Casum and Bawono (2023) highlight the need for developing strategies applicable to the expansion of HT, while Al-Ansi et al. (2022) propose identifying alternatives to encourage the participation of local communities with a non-Muslim majority.

Building on the recent work of Battour et al. (2024a), who proposed three possible directions for future research on HT and hospitality – customer interaction, customer experience and smart travel; identifying a theoretical framework that integrates HT with artificial intelligence (AI)-enabled technology; and developing practices that support the growth of Muslim-friendly tourism experiences – this study aims to fill a gap in the current literature by presenting the current state of HT research through bibliometric analysis.

In light of these research gaps and opportunities, the following research questions (RQs) guide the study:

This study aims to provide an updated analysis of the literature on the development of HT, using bibliometric analysis techniques to address existing gaps in knowledge. Through a detailed examination of the academic landscape surrounding HT, relevant publication patterns have been identified. The bibliometric data were systematically analysed to assess both the performance and evolution of this research domain. Furthermore, the findings provide valuable insights for various stakeholders involved in the development of HT, facilitating the design of budgetary and tourism policies as well as the evaluation of the balance between inputs and scientific outputs. Finally, the results highlight key factors that enhance academic contributions in this field, offering a guiding framework for researchers in the development of future research on HT.

If we focus our analysis on the scientific theories used by researchers to analyse the development of HT, then the following theoretical frameworks can be identified: the Social Exchange Theory (SET), the Emotional Solidarity Framework (ESF) and the Theory of Reasoned Action (TRA).

The SET emerged in the late 1950s by integrating sociological, economic and psychological perspectives to analyse human behaviour and has since been widely used in the analysis of social behaviour and to provide answers from a utilitarian and sociological perspective to relationships within social networks (Blau, 2017; DeLamater and Ward, 2006; Homans, 1958).

The SET framework can be applied to explore the interrelationship between halal tourists and local communities, particularly those that are non-Muslim. It provides a conceptual tool for analysing how local communities navigate the balance between the benefits (increased employment, income and cultural exchange) and the costs (socio-cultural adaptation and potential conflicts). The dynamics of these exchanges shape the perceptions and relationships between halal tourists and local residents.

The ESF (Durkheim, 1995) is a viable framework for explaining possible relationships between residents and tourists in a tourist destination. Durkheim claimed that when individuals hold similar beliefs, they engage in similar activities and interact with each other, thereby generating a sense of solidarity.

The ESF is used to analyse how emotional connection and solidarity between halal tourists and local, primarily non-Muslim, communities are developed and managed, leading to joint value creation (Chua et al., 2022). Emotional solidarity between halal tourists and the host community can lead to a reduction in conflicts and reciprocal cultural enrichment, as tourists perceive the hospitality of local residents in accommodating the needs of Muslim visitors, fostering feelings of gratitude and reciprocity.

The TRA was developed by Fishbein (1967) and had its origins in previous theories and research in social psychology, persuasion models and attitude theories. The TRA aims to explain the relationship between attitudes and behaviours in human action and is primarily used to predict how individuals behave based on their pre-existing attitudes and behavioural intentions, as the behaviour developed by the individual depends on the results they expect to obtain with such behaviour.

Understanding the psychological factors that influence the decision-making process of Muslim travellers is crucial for providing relevant and satisfactory services. Companies operating within this niche market can leverage the TRA to design marketing strategies specifically targeted at halal tourists, focusing on variables that positively impact their attitudes or decisions. These include subjective norms or beliefs within their immediate social environment, which, in turn, also influence the tourists’ behavioural intentions.

The rapid growth of HT has given rise to several emerging trends in its development, each contributing to the evolution and expansion of this sector.

The integration of halal certification into the global tourism industry faces several hurdles that hinder its widespread adoption. Overcoming these challenges requires significant effort in addressing the following key issues:

Lack of global standardization: The absence of universal standards for halal certification across different accrediting bodies poses a challenge to building trust between tourism service providers and consumers. A concerted effort is needed to establish global standards that can be widely accepted (Fauzi and Battour, 2024).

Recognition, credibility and accreditation costs: The accreditation process for HT services involves various costs, including audits, infrastructure adjustments and staff training. Providers often face credibility issues because of regional variations in certification standards, which may undermine the legitimacy of their halal status. This lack of recognition by authorities or failure to meet international standards creates a sense of distrust among tourists, as highlighted by El-Gohary (2016), Battour and Ismail (2016) and Fauzi and Battour (2024).

Technological advancements have played a pivotal role in enhancing the services offered to halal tourists, particularly through innovation in marketing and digital communication within the Muslim tourism sector. Key tools contributing to this progress include:

Mobile applications and halal search platforms: Digital platforms such as HalalBooking, Muslim Pro, Zabihah and HalalTrip provide real-time information and streamline the planning process for travel and activities that comply with Sharia law. These platforms facilitate the seamless integration of halal-friendly options in various aspects of tourism, as noted by Lefevre (2015), Stephenson (2014) and Fauzi and Battour (2024).

AI systems: The incorporation of AI in HT is still in its nascent stages but has shown promise in optimizing and personalizing tourist experiences. Emerging applications include the use of AI tools like ChatGPT (Battour et al., 2024b) for sentiment analysis in marketing, which involves mining user reviews to refine marketing strategies and align them with Islamic values. Additionally, AI-driven predictive models assess trends in HT, identifying popular destinations and guiding businesses in making strategic decisions to cater to this growing market (Battour et al., 2022; Tobing et al., 2024; Marlinda et al., 2021).

Image recognition and augmented reality: The fusion of AI with image recognition technology enables tourists to easily identify halal products and services by simply taking a photograph. This innovative approach enhances the overall experience for halal tourists, as discussed by Jaffar et al. (2024) and Idris et al. (2023).

Two significant niches within the HT market present notable opportunities for growth:

Halal business travel: As the demand for halal travel expands, there is a growing need for provisions tailored to Muslim business travellers. These may include halal food options on flights and at business events, as well as accommodations that respect prayer times and offer suitable spaces for daily prayers (Marlinda et al., 2023).

Development in non-Muslim majority countries: Destinations in non-Muslim majority countries represent a significant opportunity for travel agencies to cater to Muslim tourists by customizing tours. Essential to this effort is the identification of establishments offering halal food, the organization of itineraries that respect prayer schedules and the inclusion of visits to mosques and historical, religious and cultural sites related to Islam. Such experiences not only meet the religious and cultural needs of Muslim travellers but also provide opportunities for interfaith dialogue and cross-cultural understanding (Battour and Ismail, 2016).

Africa and the Middle East are fundamental regions in the development of HT, both because of their significant Muslim demographic weight and their historical and cultural role in shaping Islamic practices and standards. The scientific literature emphasizes the importance of highlighting studies focused on these areas, as they provide critical and empirical perspectives on the challenges and opportunities of HT in contexts where the demand and supply of religiously compatible services are particularly relevant (Seyfi and Hall, 2019; Martín et al., 2020).

In the Middle East, countries such as Saudi Arabia, the United Arab Emirates and Qatar lead the implementation of halal services in the tourism sector, especially in accommodation and dining. Investment in infrastructure and the standardization of certifications have enabled destinations like Mecca, Medina and Dubai to position themselves as global benchmarks for Muslim tourists (Eid and El-Gohary, 2015; Shakona et al., 2015). In Saudi Arabia, the Vision 2030 plan has driven a 73% increase in religious tourism, although the offer continues to prioritize pilgrimages (Hajj/Umrah) over other segments such as non-religious luxury tourism (Seyfi and Hall, 2019). In Iran, the Shiite heritage of Mashhad and Qom offers potential as a HT hub, although the negative political image and the need to improve hospitality standards represent significant challenges (Chianeh et al., 2019).

The coexistence of different levels of requirements in the application of Islamic norms generates a diversified offer, ranging from “Muslim-friendly” hotels to fully halal establishments. However, the overemphasis on religious tourism (68% of studies in Iran and Saudi Arabia) limits the exploration of niches such as halal medical tourism or ecotourism (Seyfi and Hall, 2019; Chianeh et al., 2019).

In the Maghreb, Tunisia stands out for the integration of Islamic finance and HT as a sustainable model, although barriers such as the lack of certified infrastructure and local cultural resistance persist (Martín et al., 2020). Tour operators in Nabeul-Hammamet recognize the economic potential of HT but fear social tensions because of cultural differences (Carboni et al., 2017). In Egypt and Jordan, the cities of Cairo and Amman have certified hotels, but there is a lack of coordination between governments and businesses to position themselves as integrated destinations (Qaddahat et al., 2017).

In Sub-Saharan Africa, although the literature is scarce, preliminary studies in South Africa highlight opportunities in halal ecotourism, leveraging biodiversity and the growing demand for religiously compatible services. In Kenya, the government and the Kenya Bureau of Halal Certification are working on implementing a program to certify hotels and tourist establishments according to Islamic standards, aiming to attract more Muslim travellers [Kenya Bureau of Halal Certification (KBHC), 2017]. Ethiopia, for its part, has significant historical heritage and a strategic location that allows it to leverage its potential as a halal destination, although challenges related to interreligious coexistence and social perception exist (Ahmed and Akbaba, 2018).

Recurring themes in the literature include the need for certification standardization (82% of new hotels in Saudi Arabia prioritize halal requirements, but Africa lacks unified protocols), language barriers (only 12% of academic publications from the Middle East are indexed in Western databases, limiting their global visibility) and the overemphasis on religious tourism, which limits the exploration of niches such as halal medical tourism or ecotourism (Seyfi and Hall, 2019; Chianeh et al., 2019; Amadeus, 2016).

Finally, the scientific literature recommends prioritizing public–private collaboration to develop certified infrastructure in emerging destinations, including local perspectives in research and creating regional academic repositories in Arabic and French to overcome barriers to accessing local knowledge.

This study uses bibliometric analysis with VOSviewer (version 1.6.20) to construct and visualize networks based on citations, bibliographic coupling, co-citation and co-authorship. This allows the identification of key journals, researchers and publications (Nandiyanto et al., 2020). VOSviewer provides network, density, overlay and temporal visualization maps to illustrate connections between authors, keywords and publications, using circle size for frequency, colour for group membership and line length for connection strength. These visualizations are essential for identifying research patterns and trends (Donthu et al., 2021).

The analysis in this study was conducted from six main perspectives: annual publication trends, journals, research institutions, countries, prolific authors and keywords. Methods included word frequency analysis, co-occurrence, keyword clustering, co-citation and co-authorship analysis. Co-occurrence examines the simultaneous presence of elements (e.g. collaborators, institutions or keywords) across multiple documents. Co-citation refers to the relationship between documents cited together in subsequent studies (Small, 1973; Chen et al., 2019), while co-authorship analysis explores various dimensions of academic collaboration (Braun et al., 2006; Romero and Portillo-Salido, 2019; Van Eck and Waltman, 2020). These techniques help uncover connections and trends, shedding light on key research areas and collaborative networks.

The bibliometric analysis followed a systematic process: data collection, tool selection, visualization and result interpretation. VOSviewer was used to generate visualization maps, such as keyword co-occurrence networks (visual representations that illustrate the relationships between keywords based on their co-occurrence within a set of scientific documents) and citation-based maps of authors or countries (visualizations that analyse how often authors or nations cite one another’s work).

After creating the bibliometric maps, we examined the most frequent keywords and leading authors within the four most significant research areas identified in the topic. This process enabled the detection of recurring themes and the observation of temporal publication trends. A detailed content analysis was then conducted by reviewing the abstracts, keywords, introductions and conclusions of the selected articles. Categories were assigned based on thematic alignment, resulting in the identification of five main research areas: trends in HT development, technological innovations, challenges and barriers to implementation, policies and regulatory frameworks and emerging market opportunities. This process also facilitated the detection of knowledge gaps in the existing literature.

Among the most commonly used databases in bibliometric research are Scopus (Elsevier) and Web of Science (Clarivate Analytics). Scopus was selected because of its broad journal coverage, high citation volume and its frequent use in similar studies (Karampela et al., 2021; Krittayaruangroj et al., 2023).

Finally, this study is not a traditional systematic review but a scientometric investigation grounded in the rigorous analysis of scientific literature. To ensure methodological transparency and clarity, the PRISMA (2020) guidelines were adapted for this purpose (Figure 1).

The time frame selected for this study was limited to the year 2023, so that the data would cover complete annual periods and the comparison of annual series would be meaningful. The aim was to analyse all publications related to our research topic.

To cover as many publications as possible, the search condition was all those terms that can be used indistinctly in the scientific literature to refer to HT, for which the criteria used by Suban et al. (2023) were followed. As a result, 24 publications were obtained.

The aim of this systematic bibliometric analysis was to quantitatively analyse trends over time and to assess the extent and potential for increased collaboration and knowledge-sharing among researchers in the scientific community. The study used techniques such as keyword analysis, collaborative analysis, publication source recognition and co-citation of papers to provide relevant data and trends in research:

When the thematic areas of research are studied, the most productive can be revealed as Social Sciences (33.33%), Business, Management and Accounting (BMA) (23.53%), Environmental Science (9.80%) and Earth and Planetary Sciences (7.84%).

Figure 2 illustrates the different types of publications used by researchers in the aforementioned areas:

Table 1 displays several general characteristics of the publications under analysis. The most pertinent journals in the field are highlighted based on the number of published articles, citations received by different scientific disciplines studying the development of HT and the percentage of research published in various open-access (OA) formats. Notably, a significant percentage of publications are available on open access (41.67%). The two main OA modalities are Green OA (research outputs published in a journal that is also accessible through an OA repository) and Gold OA (research outputs published in an OA journal). Of the four scientific areas that attained the highest number of publications, Social Sciences accumulated the highest number of citations. Of the two most productive journals in the area analysed, “Sustainability Switzerland” brings together experimental, computational and theoretical work related to the natural sciences with applications to engineering, economics, social sciences and the humanities, with the aim of providing predictions and impact assessments of global change and development related to the sustainability of rural tourism, while “Geojournal of Tourism and Geosites” publishes work in geography, tourism, geosites, geoheritage studies, cartography, geographic information science and spatial analysis, urban and rural landscapes, ethnography and other fields.

If we analyse the temporal evolution of scientific production (Figure 3), then a rising linear trend can be observed. Two distinct phases can be identified: an initial or germinal phase (2010–2016), which accumulates only two publications, and a more prolific second phase (2017–2023), with 22 publications. The peak production occurred between 2019 and 2022, coinciding with the post-COVID-19 period, during which increased interest emerged because of the detection of a previously unknown potential associated with the particular characteristics of HT.

Figure 4 shows that Indonesia is the most productive country in terms of publications on HT. In second place are Iran and Malaysia with three publications each, followed by Australia, Sweden and Italy (two publications). Finally, there is a large group (denoted as Others), consisting of Algeria, China, Finland, France, Hong Kong, The Netherlands, New Zealand, Qatar, Singapore, South Africa, South Korea, Spain, Thailand, United Arab Emirates and the USA with one publication each.

Figure 5 shows the geographical distribution of the scientific production analysed.

Co-authorship analysis per country reveals patterns of cooperation between authors from different countries within the same area of research (Jiang et al., 2019). The analysis takes into account the nationality of the institution with which each researcher is affiliated. Co-authors often form distinct groupings within the collaboration network map. To generate a collaboration map, only countries with at least one publication and at least five citations are considered. Figure 6 facilitates the analysis of the evolution of collaboration over time. Of the 21 countries involved, 19 met the specified criteria, and the largest set of connected countries consisted of five elements. These five countries are grouped into two clusters: Australia, the USA and Indonesia, and a second cluster consisting of Malaysia and Singapore. Indonesia is shown as the country with the highest number of collaborative publications (nine) and provides the link between the two clusters.

The cluster of examples of collaboration between authors affiliated with institutions in the USA, Australia and Indonesia involves the discussion of the growing importance of the role of the Muslim traveller in the tourism industry and the opportunity to study the differences in Muslim governments’ policy decisions and their influence on tourism development (Jafari and Scott, 2014) and the views of residents of areas where HT is developing (Young et al., 2021). Researchers in Malaysia and Singapore collaborate on the analysis of general aspects of the relationship between Islam and tourism and explore issues related to tourism policy, management and marketing (Zamani-Farahani and Henderson, 2010).

If the most productive institutions are considered to be those with at least two publications, then only one thereof is European (Università degli Studi di Cagliari), two are from Indonesia (Universitas Padjadjaran and Universitas Indonesia) and one is Iranian (University of Tabriz).

By performing a co-authorship analysis, considering organisations as the unit of analysis and including only organisations with at least one publication and at least ten citations, a collaboration map can be generated. Of the 55 organisations, 26 meet the specified criteria, and the cluster with the most connected elements consists of five institutions, as can be observed in Figure 7.

The five institutions presenting this collaboration are: Department of Geography, University of Oulu (Finland); Department of Geography, University of Pantheon-Sorbonne (France); School of Business and Economics, Linnaeus University (Sweden); School of Tourism and Hospitality, University of Johannesburg (South Africa); and Department of Management, Marketing and Entrepreneurship, University of Canterbury (New Zealand). The authors of these bodies analyse the interactions between Islamic theocracy and tourism through an interpretivist approach and identify several factors of theocratic influence on tourism, such as policymaking, marketing and gender, while noting the complexity involved in the development of tourism outside the scope of pilgrimage and religious travel in theocratic settings (Seyfi and Hall, 2019).

Focusing on author collaborations (co-authorships) and considering only those authors whose publications have received at least five citations, a collaboration map can be generated that allows for the temporal analysis of co-authorship evolution. Of the 67 authors, 46 met the citation threshold, and it was observed that the largest collaboration network consisted of five authors.

Figure 8 illustrates that the most recent collaborations focus on three main research topics: the variables (halal food, spiritual needs and communication) that determine tourists’ likelihood of revisiting the same destination (Rahmawati et al., 2021); the factors (promotion of local entrepreneurship, economic activity, pilgrimage, moral decay and commodification) influencing the perception of HT by local host communities (Young et al., 2021); and the identification of the factors most influential on residents of non-Islamic countries hosting HT, with their welcoming nature being the most prominent factor in mitigating the negative effect of the perceived risk of Islamophobia by residents (Manosuthi et al., 2022).

In terms of the most influential publications (Table 2), we consider the ten that have received the highest number of citations. Of the ten publications with the highest number of citations, the two oldest in the ranking (Jafari and Scott, 2014) have the highest citation counts. All are published in journals and written in English (nine articles and one review), with the fields of Social Sciences, BMA and Environmental Science accounting for the highest percentage of publications (34.62%, 19.23% and 15.38%, respectively). There is no dominant nationality among the authors. The analysis of these ten publications has been enriched by examining the indicators Field-Weighted Citation Impact (FWCI), PlumX Metrics Social Media and PlumX Metrics Mentions, which complement traditional indicators such as citation count or journal impact factor. These additional metrics reflect the academic influence of the works by considering contextual relevance in the field, public visibility and media influence, thus providing a more comprehensive picture of the research impact.

Major repercussions were triggered by the articles of Manosuthi et al. (2022) and Seyfi and Hall (2019) in the form of 71 Shares, Likes and Comments via Facebook.

To identify the theories most commonly used by researchers to analyse the development of HT, we refined our initial search by including an additional criterion: the presence of the term “theor*” in the title, abstract or keywords of the publication. This resulted in the identification of three relevant publications, which were subsequently analysed.

Of the three publications, two do not use a specific theory to guide their research. El-Gohary (2020) conducts a comprehensive theoretical analysis of the impact of various aspects of the COVID-19 pandemic on HT and the hospitality industry, offering valuable guidelines on how to address these challenges. Hassib and Ibtissem (2020) provide a theoretical contribution that examines the Islamic perspective on tourism and evaluates whether HT is a form of tourism aligned with sustainable development, emphasizing leisure in natural settings and adherence to the customs and traditions of Islamic “Shariah”.

In contrast, Manosuthi et al. (2022) present an integrative model that combines three widely recognized theories – TRA, SET and ESF – to analyse the interaction between economic and non-economic (emotional) factors. This model aims to explain the attitudes and intentions of residents in non-Islamic countries who promote HT.

The analysis of the frequency with which certain keywords appear across various articles can help identify trends and prevailing themes within a discipline or field of research.

Figure 9 shows the five most frequent keywords–authors in the publications, for each of the four most relevant research areas within the research topic studied. In the event that for the fifth keyword in each area there was more than one with the same frequency of occurrence, it was decided to include all of them, to enrich the analysis. A process of prior refinement was carried out using a thesaurus of key words.

Researchers in the four areas have a common core research interest: tourism development and HT. It should be noted that researchers in the BMA area are the only ones who deal with tourism management. On the other hand, only researchers in the field of environmental science pay attention to topics such as travel behaviour, Islamism and knowledge. If the focus of the analysis is on the geographical area where the research is carried out, then researchers in the areas of “Social Sciences” and “Earth and Planetary Sciences” can be observed carrying out their studies in Indonesia, those in “BMA” and “Environmental Science” are found to focus on Iran and only those in the latter area also carry out studies in Saudi Arabia.

Keyword co-occurrence analysis is the most practical way to appreciate the most relevant topics in a research field and the relationships between them. In our study, the keyword-generated co-occurrence network map, the overlap visualisation map and the keyword density visualisation map were all used to show the trending themes and directions in the area of sustainable rural tourism and employment.

A total of 167 keywords were extracted from the 24 articles analysed. To facilitate visualisation, a minimum frequency of occurrence of two was set for the keywords. A “Thesaurus of keywords” was created to unify keywords that refer to the same concept, such as “Muslim tourism” with “Muslim-friendly tourism” and “Halal tourism” with “Halal-friendly tourism”.

The analysis with VOSviewer resulted in four groups of indexed keywords (Figure 10). The links between the keywords show their co-occurrence relationship, and the colour of the nodes represents the group to which each keyword is associated. The size of the labels and the diameter of the circles indicate the frequency and strength of the connections between the keywords. These figures show certain themes that are being studied by the authors because of their relevance to the research topic under analysis.

The “Market and Behavioral Dynamics of Halal Tourists” cluster (red) explores various aspects of halal tourist behaviour. On the one hand, research has identified six key factors that influence halal tourists’ decision-making: food, hotel, transport, leisure and shopping, bathroom facilities and service staff. However, those who travel for strictly religious purposes primarily focus on halal food, appropriate bathroom facilities and prayer spaces (Jia and Chaozhi, 2020). Additionally, studies within this cluster highlight how religious meanings and experiences shape tourist behaviour, emphasizing the role of tourism managers who, through verbal and non-verbal communication, reinforce the message of Islamic da’wah (Jaelani et al., 2020). Another key aspect explored in this cluster is the difficulty in implementing halal hospitality attributes in non-Islamic countries, particularly after the COVID-19 pandemic. Nonetheless, despite salary reductions across the tourism industry, including in halal hospitality, this financial adjustment has contributed to the survival and further development of this sector (El-Gohary, 2020).

The “Heritage Tourism and Its Relationship with Islam” cluster (green) focuses on the role of cultural heritage in the development of HT. Researchers argue that this potential development depends on the implementation of tourism policies aligned with each country’s specific socio-religious context (Heydari Chianeh et al., 2018). Such policies involve tour operators in the creation of tailored products and services for Muslim consumers, enhancing the richness of Islamic cultural heritage (Carboni et al., 2017; Heydari Chianeh et al., 2018).

The “Perception and Knowledge Factors in Halal Tourism Destinations” cluster (blue) examines the development of HT, emphasizing the influence of cross-sectoral stakeholders, such as governments, academics, entrepreneurs, communities and the media, in shaping HT through ideas, investment and other tangible contributions (Idris et al., 2022). However, in certain non-Muslim destinations, tourism stakeholders exhibit some reluctance towards HT because of perceived challenges, such as negative impacts on non-HT, cultural barriers and potential risks of xenophobia, anti-Islamism and tensions within the local community (Abbasian, 2021; Carboni et al., 2017; Heydari Chianeh et al., 2018; Idris et al., 2022; Perbawasari et al., 2019).

Finally, the “Geopolitics and the Development of Halal Tourism in Islamic Countries” cluster (yellow) focuses on assessing the factors that tourists prioritize when evaluating the quality of services received during their stay. A significant portion of these studies has been conducted in Indonesia (Rahmawati et al., 2021; Musthofa et al., 2023).

By considering the temporal evolution in the analysis of the co-occurrence of keywords (Figure 11), several research trends in HT can be identified.

Early research (2016–2017) primarily focused on the relationship between Islamic identity, cultural heritage and tourism management. Topics such as heritage tourism, Islamism, cultural heritage and Iran were central to these studies, highlighting the role of religious and cultural values in shaping HT (Heydari Chianeh et al., 2018).

Between 2018 and 2019, the focus shifted towards the analysis of tourist destinations, tourism markets and the influence of religion on HT development. Research during this period increasingly examined the role of key destinations, particularly Indonesia and Saudi Arabia, in promoting HT, as well as the policies implemented to enhance Muslim-friendly tourism experiences (Carboni et al., 2017; Heydari Chianeh et al., 2018).

In more recent years (2020–2021), research has expanded to cover aspects related to sustainable development, hospitality industry, halal tourists, halal hospitality and travel behaviour (El-Gohary, 2020; Papastathopoulos, 2022). Notably, there has been a growing interest in the study of halal hospitality development and tourist behaviour, particularly in non-Muslim destinations where the implementation of HT attributes poses greater challenges (El-Gohary, 2020; Abbasian, 2021). Additionally, recent studies emphasize the importance of understanding stakeholders’ knowledge and perceptions of HT, as well as the role of various interest groups in shaping its future (Abbasian, 2021; Musthofa et al., 2023; Rahmawati et al., 2021).

Overall, the evolution of HT research reflects a shift from foundational discussions on cultural heritage and religious identity towards more practical considerations such as market expansion, stakeholder perceptions and sustainable tourism development.

Figure 12 presents the Keyword Density Visualisation Map, offering a graphical representation of the most frequently occurring terms in the scientific literature on HT. Each point on the map is assigned a colour indicating the density of keyword occurrences, ranging from blue (lowest frequency) to green, yellow, orange and red (highest frequency). This visualisation effectively highlights key thematic areas of research and their relative prominence.

The analysis highlights HT as a key tourist destination, with many studies centred on Indonesia, solidifying its status as a primary case study. Another major research focus examines the HT industry and traveller behaviour, especially as more studies address the Chinese market and its adoption of halal principles.

A third research stream explores HT management, emphasizing the importance of religious and heritage aspects for sustainable development. Keywords like heritage tourism, religion and tourism management appear with moderate frequency, indicating ongoing interest in how culture and faith shape HT.

Emerging trends are also visible. Interest in halal hospitality, tourist behaviour and the hospitality industry is growing, reflecting a shift towards adapting services for Muslim travellers. Keywords such as stakeholder and perception, though less prominent, signal rising attention to the roles of tourism agents and interest groups in shaping HT perceptions. Sustainable development and tourism industry, appearing on the map’s periphery, suggest these are developing fields with future potential.

Overall, the Keyword Density Visualisation Map reveals dominant themes – destination, industry and management – while also pointing to emerging areas like hospitality adaptation, traveller perception and sustainable development. These emerging trends are expected to influence the future direction of HT research.

This study offers a detailed overview of the academic landscape related to HT and hospitality using bibliometric analysis. It focuses on research productivity and publication trends in the field. The bibliometric data were systematically analysed to evaluate the performance and development of this research area. The findings provide useful insights for research institutions, helping guide budget decisions and assess the balance between scientific input and output. They also highlight key factors that strengthen the study’s academic value, offering a framework to help researchers produce high-impact work on HT theory.

To identify trends, key contributors and the most influential works in (HT) research (RQ1), this study conducted a bibliometric analysis.

A chronological examination shows that academic interest in HT began in 2010, experienced notable growth starting in 2017 and peaked between 2019 and 2022. This growth period coincided with the COVID-19 pandemic. The analysis reveals that authors from Malaysia, Iran and Indonesia accounted for 41.6% of all contributions to the field. Most publications appeared in journals focused on Social Sciences (33.33%) and Business, Management and Accounting (23.53%), while disciplines such as psychology, chemical engineering, nursing and medicine had lower levels of output.

Among the most productive institutions – defined as those with at least two publications – only one was based in Europe (Università degli Studi di Cagliari), while two were from Indonesia (Universitas Padjadjaran and Universitas Indonesia) and one from Iran (University of Tabriz).

Although HT research is evolving at a relatively modest pace, there is considerable potential for future development. Of all the documents analysed, 87.5% were journal articles, and all were published in English. These findings are consistent with those reported by Battour et al. (2024a).

In terms of scholarly influence, the most cited publications are by Jafari and Scott (2014) and Zamani-Farahani and Henderson (2010), with 276 and 245 citations, respectively. These works also have the highest FWCI, indicating strong academic impact.

This study also addresses the theoretical frameworks currently used in HT research and aims to identify or propose conceptual models that could support its advancement (RQ2). While the scope of analysis is somewhat limited by the niche nature of the topic and the relatively small number of studies, the results confirm the conclusions of Ekka (2024), who identified the Theory of Planned Behaviour and the TRA as the dominant frameworks. In addition, this study highlights the integrative model proposed by Manosuthi et al. (2022), which combines TRA, SET and the ESF. This model offers a comprehensive approach by considering both economic and emotional dimensions, providing useful insights into the attitudes and intentions of residents in non-Muslim countries that actively promote HT.

Furthermore, this study aims to explore current research trends and their theoretical and practical implications in the field of HT (RQ3). To do so, it applies keyword co-occurrence analysis, based on the idea that frequently co-occurring terms are conceptually related and can reveal dominant or emerging themes within a discipline. These connections are illustrated through network maps that group related concepts into clusters.

The analysis identifies four distinct research areas:

1. Halal tourist behaviour: This stream focuses on how religious meanings and experiences shape tourist behaviour. Tourism managers play a key role in conveying Islamic da’wah (invitation), both verbally and non-verbally (Jaelani et al., 2020). Researchers in this area examine decision-making factors, distinguishing between internal elements (e.g. food, accommodation, transportation, leisure, shopping, sanitary facilities and service staff) and external elements (e.g. safety and security). Previous studies that support this line of inquiry include Battour and Ismail (2016), Mohsin et al. (2016), Henderson (2016), Jia and Chaozhi (2020), Papastathopoulos et al. (2021) and Suhartanto et al. (2021).

2. Cultural heritage and tourism policy: The second research trend explores how cultural heritage and tourism-related policies shape the development of HT, a focus also emphasized in earlier works by Henderson (2010) and Stephenson (2014).

3. Institutional roles and challenges: A third research stream addresses the involvement of governments, entrepreneurs and other stakeholders in HT development, as well as the specific challenges faced by non-Muslim destinations. Key references in this area include Jafari and Scott (2014), Samori et al. (2016) and Carboni and Janati (2016).

4. Service quality for halal tourists: The fourth line of research examines the factors that determine service quality and how they affect halal tourists’ satisfaction. Influential contributions to this area include studies by Eid and El-Gohary (2015), Isa et al. (2018) and Jeaheng et al. (2020).

The development of HT is a dynamic process that reflects the growing expectations of Muslim travellers. This study used data from the Scopus database to explore key factors driving the growth of this sector, such as halal food, products and branding. A bibliometric analysis was carried out using VOSviewer software to examine annual research output, top contributors (including authors, countries and institutions), leading journals, keywords and the most cited articles related to HT.

The keyword co-occurrence analysis helped identify emerging trends and provided a clearer structure for understanding how research in this field has evolved.

As discussed in this article, HT is a growing sector with great potential to meet the needs of Muslim travellers and support economic development in various regions. However, its consolidation depends on the integration of practical initiatives, educational efforts and policy strategies to enhance its overall impact.

The following are the main implications derived from the analysis:

• Practical application and business models.

Destinations such as Malaysia and Indonesia have implemented specific strategies to attract Muslim tourists, such as halal certification in hotels and restaurants, and the promotion of tourist packages tailored to Muslim families. These models can serve as a reference for other actors in the sector interested in developing competitive and culturally sensitive offerings, strengthening confidence and acceptance of HT in non-Muslim markets.

• Integration into educational programs.

The findings of this study have the potential to enrich educational programs related to tourism and business. Incorporating modules on HT into academic curricula can empower future professionals to meet the demands of this emerging market. Key areas, such as strategic management, culturally adapted marketing and halal certification, could be included in university courses and professional training programs. This would not only strengthen the professionalization of the sector but also increase its academic relevance.

• Policy recommendations based on good practices.

Governments play a crucial role in the development of HT by creating clear regulatory frameworks and inclusive public policies. Based on successful initiatives in leading countries in this area, such as Turkey and the United Arab Emirates, it is recommended to implement economic incentives for companies that adopt halal practices, develop international standards that facilitate certification and foster public–private partnerships to promote halal tourist destinations. These actions could position this segment as a strategic priority within national and international agendas. Furthermore, fostering collaboration between governments, businesses and academic institutions is crucial for designing inclusive policies and promoting the preservation of cultural heritage to attract diverse segments of Muslim tourists.

• Promotion of cultural exchange.

Beyond its economic benefits, HT has the potential to become an engine for intercultural understanding. Designing awareness programs targeted at both local and international communities can help promote values such as tolerance and mutual respect. In addition, highlighting its contribution to sustainable development can reinforce its global acceptance and foster a positive view of this type of tourism. Awareness campaigns and community training programs can play a key role in combating Islamophobia and fostering social cohesion, as noted in previous studies.

• Practical application and business models in the consolidation of HT.

HT, as presented in this article, constitutes a growing segment that offers significant opportunities to meet the needs of Muslim travellers and foster economic development in various regions. However, its consolidation requires a combination of practical, educational and policy strategies to maximize its positive impact. Therefore, it is essential that companies in the sector adopt business models that not only respond to the demands of Muslim tourists but also are culturally sensitive and economically viable. Promoting the economic and functional benefits of HT in non-Muslim regions could not only reduce cultural tensions but also facilitate local economic integration and create employment opportunities.

This study provides both theoretical and practical contributions. From a theoretical standpoint, the findings reveal that HT research still makes limited use of strong conceptual frameworks. Although studies like Manosuthi et al. (2022) have advanced the field by applying the TRA, SET and the ESF, there is still a need to incorporate additional models. Theories such as the Theory of Planned Behaviour and Random Utility Theory could offer deeper insights into the decision-making processes of halal tourists and service providers. Integrating these frameworks would support a more comprehensive analysis of the motivations and behaviours of the key actors involved in HT development.

While each of the analysed theories provides a valuable framework for understanding the dynamics of HT, their scope is limited in the face of contemporary technological and cultural challenges, which demand innovative and integrative proposals. The aforementioned theories do not explicitly address the integration of technology with cultural adaptation as central axes for the sustainable development of HT in non-Muslim destinations. In response to this, we propose a conceptual model that combines these dimensions and expands upon and integrates TRA, SET and ESF by incorporating:

• cultural and technological diagnosis as a basis for identifying specific needs;

• technological development (mobile applications, artificial intelligence and augmented reality) to facilitate halal services;

• staff training in cultural diversity and the use of digital tools;

• impact evaluation using satisfaction and sustainability metrics; and

• continuous feedback to adjust strategies.

This model not only addresses dissatisfaction with current theoretical frameworks but also offers a fruitful research agenda by linking technology, culture and public policy.

The implementation of this model in non-Muslim destinations – such as Spain or Latin American countries – would require:

• multisectoral collaboration (governments, businesses and religious communities);

• global halal certification standards to ensure consistency and trust; and

• empirical validation through case studies and cross-sectional surveys.

This approach not only enriches the theoretical debate but also provides an applicable roadmap for destinations seeking to position themselves in the global halal market by combining technological innovation with cultural sensitivity.

This study also presents several limitations, which are common in similar research. First, the data were collected exclusively from the Scopus database; although Scopus is comprehensive, it does not include all available sources, thereby limiting the scope of the findings to a specific segment of the HT literature. Moreover, while the analysis addresses global contributions to HT, it does not critically examine the rich body of research emerging from the Middle East and Africa – regions that are central to this field. This lack of representation may stem from database limitations or challenges related to linguistic barriers, which could obscure essential perspectives from these culturally significant areas. Future studies should consider using additional databases such as Web of Science, Google Scholar, Dimensions, PubMed, CiteSeerX or Microsoft Academic to broaden coverage and better capture the diversity of research on HT globally.

Second, future research could benefit from using bibliometric software that can merge data from multiple sources, as VOSviewer does not currently support this function. Another limitation concerns the quality of the visual outputs; exporting network maps as screenshots can reduce image clarity and make it harder to interpret certain details.

Despite these limitations, this study offers valuable insights into current trends in HT research and extends the existing literature through the use of a bibliometric approach. To address the limitations of bibliometric tools and database coverage, we also applied additional qualitative and quantitative techniques, along with modern metrics such as PlumX Metrics for social media attention and the FWCI.

In conclusion, this study presents a thorough analysis of the current research landscape in HT. It identifies key trends, leading contributors and major challenges. Through bibliometric methods, we gained a deeper understanding of how the field has evolved and where future research can grow. Strengthening the use of theoretical frameworks and improving collaboration among stakeholders will be essential for the sustainable and global development of HT.