The purpose of this study is to develop a business ecosystem architecture for analysing halal tourism ecosystems and to demonstrate its applicability through case studies. Focusing on the core halal tourism ecosystem, the study illustrates how the ecosystem can be expanded by incorporating additional entities. The research contributes a structural framework that supports the mapping, design and development of halal tourism business ecosystems (HTBEs).
By using the Value Exchange Network (VEN) framework, this study maps the halal tourism ecosystem and classifies Business Ecosystem Entities (BEEs) into their respective core and supporting roles. A qualitative case study approach was used to examine the institutional structures, halal regulatory mechanisms and tourism-related stakeholders. The VEN mapping was complemented by a strengths weaknesses opportunities threats analysis to evaluate the extent of ecosystem performance and identify strategic gaps.
The findings reveal that travel agencies are keystones that coordinate value exchanges in the case of Brunei Darussalam’s halal tourism business ecosystem (BHTBE), while the Halal Certification Agent ensures halal compliance. Core BEEs include accommodations, transportation, restaurants, attractions and tourists, supported by government agencies, financial institutions, influencers and event organizers. BHTBE is strong in halal governance and cultural alignment, but faces weaknesses such as limited attractions, low visibility, restricted flight connectivity and constrained travel agency capacity. Opportunities include strategic branding, integrated tourism packages and regional collaboration, while threats involve regional competition, reliance on external markets and perceptions of strict regulations, informing strategies to enhance ecosystem resilience and growth.
This study focuses on the context of Brunei Darussalam, which currently limits the generalizability of the findings to other countries. In addition, certain supporting BEEs have yet to be identified, leaving gaps in understanding their role within the conceptualized HTBE. Future research should explore extended ecosystems and conduct cross-country comparisons to provide broader insights into halal tourism development and sustainability.
The findings from this study offer practical insights for tourism authorities, travel agencies and halal certification bodies to enhance HTBE interactions, design targeted halal tourism packages and promote Brunei as a leading halal tourism destination in the years to come. In addition, this study supports Brunei’s efforts to diversify its economy sustainably while establishing a distinct and competitive halal tourism identity.
This research contributes to the halal tourism literature by applying the VEN framework to model a national halal tourism ecosystem and by conceptualizing halal value as an ecosystem-wide governance mechanism. The proposed HTBE model is novel and adaptable for mapping HTBEs in diverse contexts. Applied to Brunei, the model provides one of the first comprehensive ecosystem maps of Brunei’s halal tourism landscape, offering a structured approach for analysing halal tourism through the lens of business ecosystem theory. In addition, the authors incorporate value co-creation among BEEs, leading to the concept of value integration, whereby a particular BEE, especially the keystone, integrates values from other BEEs, thereby enriching its overall value set.
