“The Prospects of Halal Tourism Development in Bangladesh”. part-2.pdf

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1.1 Introduction
Halal tourism has spread extensively and become popular in current decades, occupying an
important segment of international tourism and has grown significantly in current years. Halal
tourism became one among the less-studied topics within the tourism research area. Consistent
growth during this market segment has become a worldwide trend in the tourism industry.
Religiosity founded travel is not stared as a new phenomenon for a Halal tourism, it has become a
combined motive and it is typically considered the firstborn form of economic travel. Halal tourism
became one of the trends within the global market. Ranging from Halal facilities, Halal food, free
from alcoholic beverages and gambling to lodging Halal much suggests by various countries. Halal
destinations are now widely come across in various non-Muslim countries round the world.
Bangladesh is very lovely country with a lot of ordinary resources. She has many things to be
proud of. The natural beauty, cultural and heritage sites, archaeological sites, religious sites,
hospitality of people etc. are the main attraction of tourists. So, tourism is a promising sector in
Bangladesh with lot of potentials. Bangladesh may be a country of least tourist arrival and earning
sectors from tourism. Tourism could be the profitable sector in Bangladesh. The tourism industry
in Bangladesh is promising but during a glooming condition. With proper nurturing and
sustainable strategic plan for this industry can create a large contribution to the country’s economy
and ensure a sustainable development.
From the view of tourism perspectives, this would be a great prospect for halal tourism
development in Bangladesh that urges a long term sustainable tactical plan and development.
Unfortunately, as far by means of the knowledge goes there is not a single literature available that
studied and discussed the enormous prospects and potentials of halal tourism development in
Bangladesh.

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1.2 Rationale of the Study
The concept of halal tourism is receiving populated gradually due to increasing middle class
Population and increasing amount of expendable income. This idea is additionally talking about
sustainability. Halal tourism isn’t only handling food and beverage but also, it’s handling with
every aspect of tourism and hospitality sector. However, halal tours require separate swimming
pools, halal snacks, food and entertainment, prayer time announcing, prayer rooms, no music, and
so on. The whole industry is functioning for this segment - food and cosmetics. Halal tourism may
be a good business opportunity that would satisfy both Muslim and non-Muslim tourists' overtime.
It promotes different cultural experience towards non-Muslim community. Non-Muslim
community wish halal tourism as moral practices, cleaning concepts and a few health issues.
1.3 Purpose of the study
While preparing any Theses paper, then it has a distinct purpose. As like as other report or theses
paper it’s also a precise purpose, therefore the main purpose of this theses paper is that the
measurement of prospects and possibility, Challenges and opportunity of developing Halal tourism
in Bangladesh. And the other purposes regarding make this report are given below:
❖ To know the consumer insight about Halal Tourism.
❖ To know powerful factors regarding consumer decision making.
❖ To Investigate the main crucial factor in influencing Halal tourists on their hotel selection.
❖ To investigate how important is a halal Logo or Certificate in Influencing the Tourists to
purchase of Halal Products and services.

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1.4 Objectives of the study
Broad Objective
The research's main objective is to enhance knowledge and understand the potential of halal
tourism development, the challenge, opportunity and problems face to establish in Bangladesh.
Specific Objectives
• To identify principles of policies, prospects, and challenges of halal tourism toward tourism
destination development in Bangladesh.
• To assess the potentials of Halal tourism development in Bangladesh.
1.5 Research Questions
The research question is critical in determining the type of information explored in the research.
The questions of this research as follows:
1. What are the principles of halal tourism development policy in Bangladesh?
2. What are the potentials and challenges of halal tourism development in Bangladesh?
3. Based on the policies, potentials, and challenges, how is halal tourism development in
Bangladesh?
1.6 Significance of the study
This research identifies halal tourism as emerging tourism industry in Bangladesh. Therefore, this
study examines the halal tourism attributes and halal tourism development and then evaluates them
by analysis. Furthermore, this research aims to give information about halal tourism development
in Bangladesh to suggest the deserve improvement for halal tourism development in Bangladesh
in the future.

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1.7. Limitations of the Study
Every research might contain some limitations. I tried my level best to collect information and data
through journals and organizations but I have faced some limitations to prepare this research paper.
This study faces one of the major limitations that is limited number of reference paper, journal and
articles related to Halal Tourism development in Bangladesh.
Most specific Limitation that I faced:
❖ Non-availability of data in a systematic way.
❖ Non-availability of the reference books and documents is another limitation.
❖ Information sharing is the most critical problem.
❖ In many cases advanced and recent information is not published.
❖ Respondents are not willing to spare time to fill the questionnaire. Some people are very
rude while saying no.
❖ Time constraints.
❖ Government is not concern about this issue.

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2.1 Literature Review
Though there are sufficient number of literatures highlighting the prospects of tourism development in
Bangladesh, but a few of them has emphasized on the discussion of the halal tourism concept. At the
same time, the literature attempted to deal with development aspects of halal tourism is not available
enough especially, on the promotional issues of halal tourism marketing is much neglected and the
literature on the same is very inadequate.
(Bin AbTalibet al., 2013) highlighted that Halal is becoming a global mark for quality assurance,
and related to trade and other sectors. Nowadays, Halal tourism has become a global brand and
many of non-Muslims consume Halal products. For example, (e.g., Japan and South Korea, UAE,
Malaysia) have been adopting halal tourism by offering and delivering halal tourism products and
services (Han et al., 2019).
Global Muslim Travel Index (GMTI) (2018) highlighted that the top ten Muslim-friendly
destinations among non-Islamic nations ( Singapore, South Africa, Thailand, United Kingdom,
Bosnia and Herzegovina, India, Germany, Australia, and Tanzania) in the past didn’t paid enough
attention to how do the motivation factors of Halal tourism influence non-Muslims tourist’s
satisfaction and behavior towards Halal tourism product generally and to the best of the research,
no study has been conducted in the UAE. This leaves a gap in how to develop international Halal
tourism brand, especially in the UAE where the majority of the tourists are worldwide and non-
Muslims as well. Halal tourism in Indonesia has decent economic scenarios as part of the national
tourism industry. Malaysia also has expanded activities to market the country as a leading
destination for Halal tourism.
Halal tourism used by many people because of the characteristics and features of the products and
services that are widespread. So, halal tourism is not limited to spiritual tour (Dini Andriani et al.,
2015).

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Halal tourism is named as ‘the novel billion-dollar travel trend’. Its market worldwide is recorded
to increase at the annual rate of 5%, which is more than the normal tourism industry growth of 4%
(Context Consulting, 2016).
(Context Consulting, 2019) predicted that Halal tourism segment is predictable to be valued at 250
billion US dollars by 2020, which represent 15 per cent of worldwide spending. These remarkable
figures stimulus more hotels and other service providers to publicize new plans, policies and
strategies to draw interest of the halal tourists to their desires hotels, restaurants, spas and travel
packages. Reto Kaufmann observed that For Middle East tourism stakeholders and authority the
flourishing in halal tourism can be perceived as a great opportunity. Growth rates in Asia are
estimate to be as high as 30% annually, with the section for meetings, inducements, conferences
and events expected to grow fastest.
With the increasing demand of halal products is growing every year. However, halal products and
services are become popular not only among Muslims, but also among people of other faiths,
beliefs and philosophies, as halal products are recognized for their quality and the halal industry
based on mutual respect and authentic cooperation. Halal tourism sector from year to year
increasing its scopes. Halal tourism sector from year to year expends its opportunities. But halal
tourism market remains immature, and the demand for halal services is continuously increasing
(Islam and Chandrasekaran,2013).
As halal concept begin to influence tourism industry, both Muslim-majority and Muslim-minority
countries are seeking to capture the halal tourist market by providing halal foods, halal
accommodation and relevant logistics to cater to the requirements of travelers. Lately, some
Muslim-minority economies, such as Japan and New Zealand, have in progress to promote their
own brand of halal tourism (Henderson, 2016b; Razzaq et al., 2016).
In 2014, Stephenson proposed the prerequisite to consider non-Muslims’ perception, insight,
outlook and experiences in halal services, including halal tourism, because of halal services were
not being developed exclusively for or being consumed only by Muslim customers. This
understanding is also vital with the purpose of address the bias or sentiments that are still prevailing
among some non-Muslims against Islam. In similar vein, Haq and Medhekar (2014) suggested that

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Pakistan (a Muslim-majority country) and India (a Muslim-minority country) to collaborate in
order to leverage on the opportunities provided by halal tourism, by reason of their geographical,
social and cultural proximities.
Henderson (2016a, 2016b) highlighted that the complexity and difficulty of serving different
segments of tourists, the Muslims and non-Muslims. In Russia for example, Gabdrakhmanov et al.
(2016b) concluded that the implementation of halal tourism had high potential to raise and sustain,
while in another study, Gabdrakhmanov et al. (2016a) highlighted the need for appropriate
infrastructure that could help to enable and facilitate the delivery of halal services as a requisite to
encouraging the development of halal tourism in Russia, a Muslim-minority country. Razzaq et al.
(2016) highlighted that halal tourism would take up in New Zealand because of their organized
supply of halal meat, their study ultimately recommended that provision of halal tourism was much
more multifaceted because of the requirement to understand consumer behavior, as well as the
comprehensive Shariah requirements related to preparing halal food. As Bangladesh is very new
in the Halal tourism market so it is hard to compete with a country like Malaysia, Indonesia, UAE
who already grasps the top position in the Halal market.
Halal tourism is not only accommodation, but also innovative environment, products and services.
This issue may because the development of Halal industry was made based on the government
initiative rather than tourists needs. This leaves a big challenge, especially with the rapidly change
in customers behavior and preferences which influence the tourism portfolio and value add to the
government GDP (Government.ae, 2018).
Therefore, we argue that, understanding tourists ‘perspective about the motivation factors that
influence them to select the UAE as their Halal tourism destination is the key to develop a holistic
model that advances this vital industry. The majority of the past studies addressed the motivation
factors towards tourism destination have been conducted either in hotel industry level or the
country. Yet, the motivation factors towards Halal tourism destination as country have not received
an adequate attention (Papa Stathopoulos, A., Kaminakis, K., & Mertzanis, C. (2020, July 11).

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3.1 Methodology:
As there are a few earlier studies found so far by the authors on the present topic in Bangladesh.
Theoretical discussions were made on the potentials of Halal tourism development, target market,
and Halal tourism resources in Bangladesh. A mixed-mode method quantitative and qualitative
method has been used to meet the objectives of this study.
3.1.1 Qualitative method:
The study is a descriptive study and a few of the data was collected from the secondary
sources which the base of this study and it includes the existing literature such as
published journal article, newspaper, websites of Bangladesh tourism board, bureau of
statistics and different annual reports of halal traveler.
3.1.2 Quantitative method:
Quantitative method refers to the primary data and it was collected by doing an offline
survey.
3.2 Source of Data:
3.2.1 Primary Data:
The Survey is conducted through data collection (Questionnaire Survey) and interview with
concerned agencies and persons in the tourism related fields. Data analysis has been done primarily
with the help of Microsoft Excel. Statistical calculations have been done with Excel.
3.2.2 Secondary Data:
The study basically utilized secondary data. For this, desk research was conducted on the relevant
journal articles, books, newspaper articles, thesis papers, website articles and publications of
Bangladesh Tourism Board (BTB), Bangladesh Parjatan Corporation (BPC) and World Travel and
Tourism Council (WTTC). Theoretical analysis based on secondary information and available
religious resources in Bangladesh along with researchers' intuition, introspection and judgment
was made throughout the paper.

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3.3 Data Collection Methods:
I. Sampling method: Convenient sampling.
II. Information collection instrument: Structured questionnaires for the respondents.
III. Sample size: 25 respondents.
3.4 Data Analysis methods:
Statistical techniques were used to analyze the collected information.
3.5 Presentation of information:
Collected information and findings of the analysis are presented in text as well as in a graphical
form.
3.6 The sample size and the population:
The sample of this research has been taken from tourism and hospitality related organizations of
Bangladesh where people from different backgrounds exist and different types of tourists are also
taken for conduct this survey. For survey, the author was selected 5 Restaurants, 5 Hotels, 5 Tour
operators, 10 domestic and inbound tourists.
Demographic profile of the respondents:
Age Gender Occupation
18-28
29-39
40 & above
8
12
5
Male-14
Female-11
Hotel Employees-5
Restaurant Employees-5
Tour Operator-5
Job Holder-3
Business man-5
Others-2

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Data analysis
And
interpretations

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4.1 Data Analysis and Interpretations:
This section shows the analysis and interpretations from the questionnaire conducted wherein a
sample size of 25 was taken. This questionnaire was distributed among to the Halal product and
service Providers (Halal hotel, Restaurant and Tour operator) and Tourists. The results gave a clear
picture about the need and awareness of the concept of Halal Tourism. Also, it gave an idea of the
halal Consumers basic needs and their suggestions for the improvement of the tourism industry as
a whole.
4.1.1 Analysis of Questionnaire (Respondents- Restaurant):
Availability of Halal food is also a crucial factor in influencing tourists on their destination and
hotel selections. It has been a motivating factor in an individual’s behavior. The sample size
consists of 5 respondents (Restaurants), out of which, 100% of the respondents (Restaurants) are
served Halal Foods.
100%
0%
Restaurant Serve the Halal Food
yes
No

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As customer satisfaction is influenced by the availability of customer services, the provision of
quality services has become a major concern of all businesses. To ensure quality services
employees can play a significant role. The sample size consists of 5 respondents (Restaurants), out
of which, 100% of the respondents (Restaurants) employees feel free and concern to halal food
products.
There are four factors that affecting the client’s intention to purchase the halal food. The halal
concept on food today is beyond the understanding of religious values alone. It represents hygiene,
cleanliness and the quality of the food consumed. The sample size consists of 5 respondents
(Restaurant), out of which, 40% respondents rated Product quality as the most important factor
they consider while purchasing the halal food. Product safety, product price and product awareness
are equally important to purchase on halal food.
100%
0%
EMPLOYEES FEEL LOYAL AND CONCERN TO
HALAL FOOD PRODUCTS.
yes No
40%
20%
20%
20%
Factor affecting Client's to purchase Halal food.
Product Qualitry
Product Safety
Product Price
Product awarence

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True and easily available authentic halal food information is very crucial for the tourists to choose
the particular destination. Availability of Halal food is also a crucial factor in influencing tourists
on their destination selections. The sample size consists of 5 respondents (Restaurants), out of
which, 100% of the respondents (Restaurants) halal food information are easily available.
Although Muslims are less likely to travel during the month of Ramadhan, there are still many
looking to spend this time away from home, especially if this period coincides with school
holidays. Destinations who wish to target this period need to be able to cater to the special needs
during the month of fasting. 100% respondents provide food and service during Ramadan.
100%
0%
Halal food information easily available
yes No
100%
0%
serve food during Ramadan
yes No

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‘Halal Certification is very important for creating customer loyalty and increasing market
competitiveness’ in this statement 60% respondents are agreed, 20% respondents are disagreed
and 20% aren’t sure.
100% of our surveyed Restaurants store ingredients Separately so that Foods for Muslims is not mixed
with food for others.
60%
20%
20%
Halal Certification is Very Important.
yes
No
Not Sure
100%
0%
Restaurant store ingredients Separately
yes No

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‘Organizational philosophies and statements mainly focus on providing quality Halal products’ in this
statement 60% of respondents are agreed and 40% are disagreed.
100% of our surveyed Restaurants dining male and female customers togethers.
60%
40%
Organizational Philosophies mainly focus on
Providing quality halal products.
yes No
yes
100%
No
0%
MALE AND FEMALE DINING TOGETHER
40%
40%
20%
0%
0%
transportation System helps to make Halal food
organizations.
Strongly Agree Agree Neutral Disagree Strongly Disagree

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The loading/stuffing is the critical area in halal transportation. In the transportation of halal goods,
it is important that the transport is clean before it is being stuffed or loaded. Ritual cleansing is
also critical for wet (chilled, frozen) environments. Halal livestock need to be segregated from
non-halal livestock (like pigs).
‘Transportation system in our country is effective to support Halal food producing organizations’
in this statement 40% respondents agree, 40% respondents strongly agree and 20% respondents
are neutral.
Halal Assurance System (HAS) is an integrated management system which is developed,
implemented, and maintained to manage materials, production processes, products, human
resources, and procedures in order to maintain the sustainability of halal production process in
accordance with Halal requirements.
100% of our visited Restaurants have Halal Assurance System or other reporting system on Halal Food.
Internet has become an important promotional medium for halal tourism. Search engines and
online travel sites are important elements of the online travel planning. The new technologies in
yes
100%
No
0%
HALAL ASSURANCE SYSTEM
yes No

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the communication field affect the tourism industry.40% Restaurants promote Halal food through
their website, the rest of restaurants use different social media platform to promote their halal food
and service.
‘The regulatory framework and proper mechanism off our country offers advantages for Halal
food producing organizations’ in this statement 80% respondents strongly agree and 20%
respondents disagree.
‘The Halal food industry strongly influences on the tourism and hospitality related organizations’
in this statement 100% respondents strongly agree.
80%
20%
Regulatory Framwork and Proper mechanism
offers advantages for Halal Food organization.
yes
No
100%
0%
food industry strongly influences on tourism
yes No

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4.1.2 Analysis of Questionnaire (Respondents- Hotel):
The sample size consists of 5 respondents (Hotels), out of which, 100% of the respondents (Hotels)
are served Halal products and services.
availability of mosques and places of worship, Halal foods, and was rated as the most attractive
pull travel motivations for destination's attributes. proximity to a mosque may influence Muslim
tourists’ preferences when making hotel reservations. The sample size consists of 5 respondents
(Hotels), out of which, 100% of the respondents (Hotels) provide items that are necessary for
prayers.
yes
100%
No
0%
Serve the halal products and services.
yes No
yes
100%
No
0%
Lend necessary items for Prayers
yes No

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In most hotels nowadays, gender mixing is allowable in swimming pools, hence resulting in the
Muslim women guests’ inability to enjoy such activity because the standard rules require them to
wear swimming attires that are not conforming to Islamic teachings. As such, hoteliers should
provide options in an attempt to provide swimming opportunities for both genders that are in
accordance to their religious beliefs. 100% of the respondents (Hotels) that are visited provide
gender mixing swimming pools.
There are four crucial factors in influencing Halal tourists on their hotel selection. The sample
size consists of 5 respondents (Hotel), out of which, 40% respondents (Hotel) rated halal
entertainment facilities as the most important factor they consider while selecting the hotel. Rest
of them are equally important to select the hotel.
yes
100%
No
0%
SEPARATE SWIMMING POOL
yes No
20%
20%
20%
40%
0 0.5 1 1.5 2 2.5
HALAL FRIENDLY HOTEL SERVICES
AVAILABILITY OF HALAL FOODS
AN AUTHENTIC HALAL CERTIFICATION
HALAL ENTERTAINMENT FACILITIES
The Crucial factor in inluencing tourists on their
hotel selection.

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Provision of Halal entertainment is important for hoteliers as an attempt to attract hotel guests.
100% of our survey hotel have available Halal entertainment Facilities to attract the Halal Tourists.
Availability of Halal foods which were rated as the most attractive pull travel motivations for
destination's attributes. a list of nearby Halal restaurants should be available in influencing Muslim
tourists towards a particular destination of interest during the month of Ramadan. 100% of our
survey Hotels provide available Halal Pre-down and Sehri facilities during the month of Ramadan.
yes
100%
No
0%
Available of halal pre-down and Sehri facilities.
yes
No
yes
100%
No
0%
AVAILABLE OF HALAL ENTERTAINMENT
FACILITIES
yes No

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Availability of Halal food is also a crucial factor in influencing tourists on their hotel selections. It
has been a motivating factor in an individual’s behavior. ‘the Halal food industry strongly
influences on your hotel business’ in this statement 60% of the respondents agree, 20%
respondents disagree and 20% respondents are neutral.
Halal certified products provide assurance to the consumers in particular the Muslims that the
product ingredients and their production processes are shariah (Islamic law) compliance. ‘Halal
certification is very important to increase your market competitiveness’ in this statement 60% of
the respondents agree, 20% respondents disagree and 20% respondents are neutral.
60%
20%
20%
Halal food industry strongly influences on Hotel
Business.
yes
No
Not Sure
60%
20%
20%
Halal Certification is very important .
yes
No
Not Sure

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In many countries, halal certification is given by the government. Halal certification is also given
by many private companies which marks the food or products permissible for the followers of
Islam. The sample size consists of 5 respondents (Hotel), out of which, 60% respondents (Hotels)
rated Enhancing the marketability of the product as the main advantage of an authentic Halal
Certification.
100% of our surveyed Hotels have proper monitoring mechanism to ensure Halal products and
hospitality.
60%
20% 20%
0%
0
0.5
1
1.5
2
2.5
3
3.5
Enhancing the
marketability of the
product
Quality Assurance Authenticity and
Customers Loyalty
Trustworthiness
Advantage of an authentic halal certification.
yes
100%
No
0%
Proper monitoring machanism ensure halal
products.
yes No

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Hoteliers should educate their staff on cross cultural communication to enable them to treat
Muslim tourists with respect. This can be made possible by recruiting religious staff. Such an effort
will subsequently satisfy their Muslim guests as the staffs know how to treat their customers well.
The sample size consists of 5 respondents (Hotel), out of which, 60% respondents (Hotels) have
expert and skillful Staff to conduct cross cultural Communication with the tourists in accordance
to their culture and religious belief.
yes
100%
No
0%
Available of Expert and skillfull staff.
yes No
60%
40%
proper monitoring Mechanism.
yes
No

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‘Our country has a proper monitoring mechanism to ensure companies comply with Halal
certification’ in this statement 60% of the respondents are answered positively and 40%
respondents are answered negatively.
‘Halal friendly hotel service providers should invest considerable time and effort towards
gathering information about their customer’s needs and expectations’ in this statement 80%
respondents agree and 20% respondents disagree.
4.1.3 Analysis of Questionnaire (Respondents- Tour Operator):
80%
20%
Invest considerable time and effort to gather
information about halal customers.
yes
No
20% 20%
60%
INBOUND TOUR OUTBOUND TOUR DOMESTIC TOUR
Market Sectors

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The sample size consists of 5 respondents (Tour Operator), out of which 60% Respondents (Tour
Operators) operate Domestic Tour, 20% Respondents (Tour Operators) operate Inbound tour and
rest of them operate Outbound Tour.
Operators) offer trip for small group, 20% offer and operate trip with large group and rest of them
target private journey for trip.
Halal tourism is a new product in the tourism industry market. This niche market offers a great
prospective for halal tourism.100% of our visited Tour operator companies offer halal tour
package.
60%
20% 20%
SMALL GROUP LARGE GROUP PRIVATE JOURNEYS
Types of Trip
100%
0%
Offer Halal tour package
yes
No

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‘The Halal food and hospitality industry strongly influences on halal tour packages business’ in
this statement all of the respondents strongly agree.
There is no doubt that demand on halal products has become very important and powerful
economic value in today’s world. The display of halal logo in an eating establishment plays a
significant role in convincing the customers mainly the Muslims to visit and dine without having
any suspicions on the purity of the food. The sample size consists of 5 respondents (Tour Operator),
out of which 40% respondents think that the important of a halal Logo or Certificate in Influencing
the Tourists to purchase of Halal Products is very High.
100%
0%
Halal tour packages business srtongly influences
on halal food and hospitality
yes No
40%
40%
20%
0%
Important of Halal logo/ Certification
Very High
High
Moderate
Low

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The sample size consists of 5 respondents (Tour Operator), out of which all of the Respondents
(Tour Operators) provide prayer and meals facilities during the Journey.
The sample size consists of 5 respondents (Tour Operator), out of which all of the Respondents
(Tour Operators) 80% have a separate transportation and tour guide facilities for both male and
female but 20% respondents don’t have separate transportation facilities for female clients.
100%
0%
prayer and meals faclities
yes
No
80%
20%
Separate Transporation and Tour Guide
yes
No

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In the last few years social media has literally become the lifeblood of any business. Internet has
become an important promotional medium for halal tourism. Search engines and online travel sites
are important elements of the online travel planning. The new technologies in the communication
field affect the tourism industry.50% tour operator promote Halal tour packages through using
Facebook, the rest of tour operators use different social media platform to promote their halal tour
packages and service.
A list of nearby Halal restaurants should be available in influencing tourists towards a particular
destination of interest. ‘Availability of halal food determines the choice of travel destination’ in
this statement 80% respondents are strongly agreed and 20% respondents are disagreed.
80%
20%
Availabilty of Halal food determines the choice of travel
Destination
yes No
50%
25%
0%
25%
Social Media Platform refer to promote Halal tour
packages
Facebook
Website
Blog
Twitter

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The tourism industry has become a significant source of revenue for almost every country over the
world. “Halal Tourism and Hospitality help the Bangladesh economy” in this statement 100%
respondents strongly agree.
In halal tourism, employees play a significant role to satisfy the customers. Every tour operator
that we are surveyed, recruit skillful and expert staff and tour guide to conduct cross cultural
communication with the tourists in accordance to their culture and religious belief.
100%
0%
Halal tourism Contributes Bangladesh Economy
yes
No
100%
0%
Feel Loyal and Concern to Halal Tourists
yes
No

33
‘The regulatory framework and monitoring mechanism off our country offers advantages for
Providing Halal tour packages’ in this statement 80% respondents are strongly agreed and 20%
respondents are disagreed.
Operators) have Halal Assurance System or other reporting system on their Halal tour packages.
80%
20%
Regulatory Framwork and Monitoring mechanism
yes
No
100%
0%
HALAL ASSURANCE SYSTEM
yes No

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4.1.4 Analysis of Questionnaire (Respondents- Tourists):
The sample size consists of 10 respondents (Tourists), out of which majority 70% of Respondents
plan the trip by themselves and 30% Respondents plan and make their trip with the help of a travel
agent.
The sample size consists of 10 respondents, out of which, 40% of the respondents travel for family,
40% travel for business, 10% travel for religious purposes and the rest 10% travel for spiritual
purposes.
70%
30%
Plan your Trip.
By Yourself Through a Travel Agent
40%
0%
40%
10%
10%
Purpose of Travel
Family Vacation
Adventures
Business
Spiritual
Religious

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The sample size consists of 10 respondents, out of which, majority 40% of the respondents prefer
trip with family, 30% Respondents like to travel with friends, 20% prefer to travel alone and the
rest 10% prefer travel with colleagues.
Majority 60% of the respondents often travel in Bangladesh and the rest 40% Respondents rarely
travel in Bangladesh.
40%
30%
10%
20%
With Whom Travel you Most Often
Family Friends Colleagues Alone
yes
60%
No
40%
TRAVEL IN BANGLADESH

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The sample size consists of 10 respondents, out of which, majority 70% of the respondents familiar
with the concept of Halal tourism. And the rest 30% Respondents don’t have a clear idea about the
halal tourism before our survey conducted.
Newspaper, television and Govt. Publication are the same responsible for promoting halal tourism.
Majority 90% of tourists knew the halal tourism from these media. newspaper, television, Govt.
Publication as well as social media platform plays a significant role to promote halal tourism.
yes
70%
No
30%
Ever Heard of Halal Tourism
yes No
30%
30%
30%
10%
First hear halal tourism from
Newspaper
Television
Govt. Publication
others

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90% of the Respondents prefer Halal Products and services while they are travelling and the rest
10% Respondents prefer non-halal products during their journey.
The sample size consists of 10 respondents, out of which, majority 90% of the respondents willing
to put considerable effort in obtaining Halal products and services and the rest 10% respondents
don’t try hard to find the halal products and services during their trip.
yes
90%
No
10%
PREFER HALAL PRODUCTS AND SERVICES
yes No
yes
90%
No
10%
WILLING TO PUT CONSIDERABLE EFFORT IN
OBTAINING HALAL PRODUCTS.

38
The sample size consists of 10 respondents, out of which, majority 40% of the respondents think
that Halal Logo’s important is very high in influencing the customers to purchase of halal products.
20% respondents think that halal logo’s important is moderate when the customers purchase the
halal products.
40% of the Respondents deliberate that family approval of their purchase of halal food is very
important and 20% respondents think that family approval isn’t needed to purchase their halal
products.
40%
40%
20%
0%
How Important is a Halal Logo
Very High High Moderate Not at all
Very High
40%
Moderate
30%
Low
20%
Very Low
10%
HOW IMPORTANT FAMILY APPROVAL FOR PURCHASE
HALAL PRODUCT

39
‘It is acceptable to pay more for Halal products than for non-Halal products’ in this statement 80%
of the Respondents are agreed and the rest 20% respondents are disagreed.
90% of the Respondents found available halal products and services in Bangladesh and 10% of
the Respondents didn’t find available halal products and services in Bangladesh.
yes
80%
No
20%
Pay more for Halal Products.
yes No
yes
90%
No
10%
Available Halal products and services in
Bangladesh.
yes No
yes
90%
No
10%
HALAL FOOD INFORMATION EASILY AVAILABLE IN
BANGLADESH.

40
‘Halal food information is true and easily available in Bangladesh’ in this statement 90% of the
respondents are agreed and the rest 10% respondents are disagreed.
‘The Halal product price is reasonable and affordable in Bangladesh’ in this statement 80% of the
Respondents are agreed and the rest 20% respondents are disagreed.
yes
80%
No
20%
Halal product price is reasonable and affordable
in Bangladesh.
yes No

41
Challenges to develop
halal tourism

42
5.1 Barriers in implementing halal tourism in Bangladesh
1. Lack of awareness among Stakeholders about Halal tourism:
✓ Although Bangladesh is a Muslim populated country, it hasn’t developed Shariah
compliant’ application in all tourism related services.
✓ Most of the Restaurant are reluctant to store ingredients Separately so that Foods
for Muslims is not mixed with food for others.
✓ The Restaurant Employees don’t feel loyal and concern to halal food products.
✓ Halal Products and Services information aren’t true and easily available and
credible in Bangladesh.
✓ Transportation system in our country isn’t effective to support Halal food
producing organizations.
✓ Most of the service providing organizations don’t have halal Assurance System or
other reporting system on Halal products and services.
✓ The regulatory framework and proper mechanism off our country don’t offers any
advantages for halal food producing organizations.
✓ Lack of separate swimming pool for both male and female.
✓ Unavailable halal entertainment Facilities to attract the halal Tourists.
✓ Lack of separate transportation and tour guide facilities for both male and female.
✓ Unavailable halal tour Packages provide by Tour Operator.
✓ The Tour packages not properly combine the halal tourism requirements.
✓ Visa issuing process is another hindrance for the tourism sector.
2. Unavailability of proper infrastructural facilities:
Though tourism is a promising sector of Bangladesh, infrastructural facilities are
not properly available in our country. And as halal tourism is not introduced yet,
there are no infrastructural facilities to support halal tourism in our country.

43
3. Limited educational and research scope on Halal tourism
Tourism is a researchable matter. There is huge research have been conducting all
over the world on this topic. Researchers engaged to find out how tourism may be
a tool for sustainable economic development. But in Bangladesh there is a little
scope to research on tourism.
4. Lack of standards and rating on Halal Hotels
The absence of all-inclusive standard quality and rating frameworks include a
significant interference for the improvement of the Halal travel industry. As a
result, there is scarcity of experienced inspectors, who are well experienced in the
accommodation sector, poses a serious challenge to implementing the Halal
tourism standards.
5. Lack of knowledge
Although the Halal tourism industry has been recording meaningfully advanced
annual growth rates, this fact is not eminent among private sector players and
policy-makers. Though, the limited knowledge about the status and potential of
Halal tourism industry occasionally reduces funding options for investment
projects.
6. Economies of scale
Halal tourism product price is very expensive which is applicable for luxury
tourists. As a result, all classes of tourist are unable afford it.
7. Cost of implementation
A country that is eager to develop its Halal tourism industry and has a goal to arise
as major destination in the world requirements to comprehend confident
investments and complete essential steps. From the private sector perspective,
hotels need to capitalize into their establishments so as to ensure that they encounter
all criteria for the ‘Halal certificate' including building up chosen common prayer
rooms, gender segregated swimming pools, and all halal restaurants. from the

44
public side, establishment of a unit accountable for the tourism industry in the
Ministry, development of standards and certification bodies, setting the inspection
and rating mechanisms entail certain investments and human capital.
5.2 Necessary Steps for Halal Tourism Development in Bangladesh
Bangladesh needs to take some steps to grab a slice of the fast-growing halal tourism.
❖ Build up proper infrastructural facilities encouraging to Halal Tourism.
❖ Involvement of mass media in Halal tourism efforts.
❖ Optimized website.
❖ Social media marketing.
❖ Implement public private partnership.
❖ Increase scope of tourism education and research.
❖ Create awareness among mass people.
❖ Service quality should test appropriately so that, it can be obtainable error free to the
customer.
❖ Total quality management (TQM) should be established and maintained properly.
❖ Specialized law enforcement team should audit every incident.
❖ The safety and security should be ensured for the pilgrim tourist at everywhere such as
airport, lodging areas, and destinations.
❖ The religious products need to be standardized and improved to add their values.
❖ Effective marketing policies and strategies should be adopted at the destination areas in
order to increase religious or pilgrimage tourist inflow in the country the advertising
campaigns and public relations need to be adopted for promoting these destinations.
❖ The guidelines should be made to ensure sustainability for developing Halal tourism in the
country.
❖ The respect for all religious sites should be increased among the community people.

46
6.1 Observation and Finding:
Halal tourism is a kind of tourism where it is important to do all kinds of touristic activities by
following the rules or laws of Islam called Sharia as well but Bangladesh is a secular democratic
country, although the majority follow Islam, Sharia law has not compulsory here. The environment
of most of the luxury hotels aren’t halal, separate floor, swimming pool, restaurants for man or
women are not available and they are allowed to serve or sell alcoholic beverages. though
Bangladesh is very new in the Halal tourism market so it is hard to compete with a country like
Malaysia, Indonesia, UAE who already grasps the top position in the Halal marketplace. Though
many OIC countries, as well as non-Muslim countries, are making innovative policies and plans,
marketing strategies to promote halal tourism for capturing the Halal Tourism market but in
Bangladesh, there is no such kind of activity noticed. Very few tour operators are customizing
halal tour package but the rest of the operators do not have skilled and trained staff to operate Halal
Tourism as well as the term Halal is not familiar to the mass people and they aren’t concern to
purchase halal tour packages. For developing the halal tourism market all the stakeholders must
be aware of and also quantifying the knowledge and creating awareness of the Bangladeshi people.
as a result, it will be much easier to take initiatives by the government and the authority for
promoting halal tourism destination.
From the questionnaire and interviews conducted among the Bangladesh audience regarding Halal
Tourism, it can be seen that even though halal tourism is flourishing in other destinations such as
Malaysia, UAE. the Bangladeshi audience is not yet aware of this novel concept. Awareness in the
form of Advertisements by Travel agencies and online booking websites require to be shaped in
order to familiarize this concept in people’s minds.
Also, it was seen that even though the respondents were not conscious of this subcategory tourism,
every respondent who took part in the survey preferred Halal Travel over Normal Travel. Thus, if
more awareness is created, outbound tourism is supposed to increase in no time.
Although this idea has grew from the needs and requirements of Muslim travelers, but it should be
obviously noted here that the extra or additional services being presented under this head are also
advantageous for non-Muslims. Majority of this market segment is also in lookout for hygienic

47
and clean hotels, food etc. and they also are going to get very unique experience while travelling
in a Halal friendly way.
The concept is exciting but the market for it has to be recognized. Hotels should be more innovative
and look beyond the halal and hygiene market to use the healthy lifestyle platform. Another
recommendation could be to have more conferences and seminars on halal tourism and Hospitality
Services in order to increase the awareness among all people.
As well as specially tailored tour packages and unique flight practice, the hospitality industry also
plays a vital role in encouraging halal tourism. International hotels should accommodate to the
halal tourists’ taste and mystical desires on top of providing a 5-star quality environment of
comfort and luxury. This is purely about creating the precise themes, ambiances, architecture,
interior and exterior that could make them feel at comfort during their stay. The hotel rooms should
have a Qibla pointing and a prayer mat to allow the Muslim travelers to perform their religious
obligations.

49
7.1 Conclusion:
Halal tourism has definitely gained popularity and has become a new phenomenon in the tourism
industry and countries across the globe should not miss on the opportunity to tap into this market.
Halal tourism has become one of the fastest-growing segments in the global tourism industry, both
Muslim and non-Muslim countries are showing their interest in Halal tourism for its prosperous
and promising future. Despite having a huge opportunity in Halal tourism because of Muslim
infrastructures, Halal food, Muslim friendly environment, Bangladesh has not been able to attract
the attention of the world yet in the Halal tourism sector due to some reasons. The masses of this
country are not much aware of the advantage and prospects of halal tourism and there is an
insufficiency of trained and skilled staff to operate and design Halal tourism. However, it is very
possible to solve these problems and established Bangladesh as a Halal tourist destination but for
that the government along with the stakeholders must take initiatives on making the masses aware
of Halal tourism, formulating proper Halal tourism policy, branding, highlighting, and promoting
Halal tourism to get the best outcome.

51
8.1. Bibliography:
✓ Andriani, D., Khalikal, K.A., Aqmarina, L., Nurhayati, T., Permanasari, I.K., Binarwan,
R., et al. (2015), Initial Report of Study of halal Tourism Development. Jakarta: Kemenpar.
✓ Battour Mohamed, Ismail Nazari, and BattorMoustafa (2010), Toward a Halal Tourism
Market, Tourism Analysis, Vol. 15, No.4, PP: 461–470.
✓ Bin Ab Talib, Mohamed; Rubin, lim ; Zhengyi,VincentKhor (2013),Qualitative Research
on Critical Issues in Halal Logistics, Journal of Emerging Economics and Islamic
Research, Volume 1,No 2.
✓ Bon, M., & Hussain, M. (2010). Halal food and tourism: Prospects and challenges.
Bridging Tourism Theory and Practice, 2, 47-59.
✓ Context Consulting. (2016). Halal travellers 2016: ATTO report. Retrieved August 02,
2017, from http://www.amadeus.com/web/binaries/ blobs/864/164/halal-travel-report-
2016.pdf
✓ Gabdrakhmanov, N. K., Biktimirov, N. M., Rozhko, M. V., & Khafizova, L. V. (2016a).
Problems of development of Halal tourism in Russia. Journal of Organizational Culture,
Communications and Battle, (Special Issue 2), 88-93.
✓ Gabdrakhmanov, N. K., Biktimirov, N. M., Rozhko, M. V., & Mardanshina, R. M. (2016b).
Features of Islamic tourism. Academy of Marketing Studies Journal, 20(Special Issue), 45-
50.
✓ “Halal tourism is poised to become next big goldmine” Op.cit.
✓ Halkias Daphne, Pizzurno Emanuele, De Massis Alfredo, and Fragoudakis
Mirka(2014),Halal Pproducts and Services in the Italian Tourism and Hospitality Industry:
Brief Case Studies of Entrepreneurship and Innovation, Journal of Developmental
Entrepreneurship Vol.19 (2), PP:1-12.
✓ Han, H. et al. (2019) ‗Exploring halal-friendly destination attributes in South Korea:
Perceptions and behaviors of Muslim travelers toward a non-Muslim destination ‘,
Tourism Management. Elsevier, 71, pp. 151–164. doi: 10.1016/j.tourman.2018.10.010.

52
✓ Haq, F., & Medhekar, A. (2014). Islamic tourism in India and Pakistan: Opportunities and
Challenges. In H. Elgohary & R. Eid (Eds.), Emerging research on Islamic marketing and
tourism in the global economy (pp. 190-216). Hershey, USA: IGI Global Publishing.
✓ Henderson, J. C. (2016b). Muslim travellers, tourism industry responses and the case of
Japan. Tourism Recreation Research, 41(3), 339-347.
✓ Islam Tajamul and Chandrasekaran Uma (2013), Halal Marketing: Growing the Pie
International Journal of Management Research. And Review, Volume 3, No. 12, Article
no. 10 /PP:3938-3948.
✓ Pillai, S. (2015). Halal tourism, the new billion dollar travel trend. Retrieved August 02,
2017, from http://luxurylaunches.com/travel/halal-tourism-the-new-billion-dollar-travel-
trend.php.
✓ Papastathopoulos, A., Kaminakis, K., & Mertzanis, C. (2020, July 11). What services do
Muslim tourists want? Uncovering nonlinear relationships and unobserved heterogeneity.
Tourism Management Perspectives.
https://www.sciencedirect.com/science/article/pii/S2211973620300878.
✓ Razzaq, S., Hall, C. M., & Prayag, G. (2016). The volume of New Zealand to lodge the
halal tourism market - Tourism Management Perspectives, 18(1), 92-97.
✓ Stephenson, M. L. (2014). Deciphering ‘Islamic hospitality’: Developments, challenges
and opportunities. Tourism Management, 40, 155- 164.
✓ Travel and tourism - The Official Portal of the UAE Government. (2018 n.d.).
https://u.ae/en/information-and-services/visiting-and-exploring-the-uae/travel-and-
tourism.

53
Appendix-1
A Questionnaire Survey on:
The Prospects of Halal Tourism Development in Bangladesh
for Restaurant
Please complete this questionnaire as honestly, completely and accurately as you can.
Disclaimer: Your response via this questionnaire will be used strictly for academic purposes.
There will not be any commercial solicitation or usage of the response in any kind / form
whatsoever.
Name of the Organization:
Name: Gender:
E-mail ID: Mobile No.:
Age Group: a) Below 18 b) 18-28 c) 29-39 d) 40 and Above
Designation: ___________________________________________________________________
1. Do your Restaurant serve the Halal food?
a) Yes b) No
2. Are Your Restaurant Employees feel loyal and concern to halal food products?
a) Yes b) No
3. What is the main factor affecting the client’s intention to purchase the halal foods in your
restaurant?
a) Product Quality b) Product Price c) Product Awareness d) Product Safety
4. Is the halal food information true and easily available in your restaurant?
a) Yes b) No c) Not Sure
5. Do you have available Halal Pre-down and Sehri facilities during the month of Ramadan?
a) Yes b) No

54
6. Do you think that Halal Certification is very important for creating customer loyalty and
increasing market competitiveness?
7. Does this Restaurant store ingredients Separately so that Foods for Muslims is not mixed with
food for others?
a) Yes b) No
8. Do you think that Organizational philosophies and statements mainly focus on providing quality
Halal products?
a) Yes b) No
9. Do you have male and female customers dining togethers?
a) Yes b) No
10. Do you think that Transportation system in our country is effective to support Halal food
producing organizations?
a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree
11. Do you have Halal Assurance System or other reporting system on Halal Food?
a) Yes b) No
12. Which Social Media platform you refer to promote the halal foods for your restaurant?
a) Facebook b) Website c) Blog d) Twitter e) others
13. Do you think that the regulatory framework and proper mechanism off our country offers
advantages for Halal food producing organizations?
a) Yes b) No
14. Do you think that the Halal food industry strongly influences on the tourism and hospitality
related organizations?
a) Yes b) No

55
for hotel
whatsoever.
Name: Gender:
Designation: ______________________________________________________________
1. Do your Hotel Serve Halal Products and Services?
a) Yes b) No
2. Do you lend items necessary for Prayers?
a) Yes b) No
3. Are Your Hotel Employees feel free to ask about halal products and services?
a) Yes b) No
4. Do you have a separate swimming pool for both male and female?
a) Yes b) No
5. What is the main crucial factor in influencing Halal tourists on their hotel selection?
a) Halal Friendly Hotel Services
b) Availability of Halal Foods
c) An Authentic Halal Certification
d) Halal Entertainment Facilities
6. Do you have available Halal entertainment Facilities to attract the Halal Tourists?
a) Yes b) No

56
7. Do you have available Halal Pre-down and Sehri facilities during the month of Ramadan?
a) Yes b) No
8. Do you think that the Halal food industry strongly influences on your hotel business?
a) Yes b) No c) Not sure
9. Do you think that Halal certification is very important to increase your market
competitiveness?
10. What is the main advantage of an authentic Halal Certification?
a) Enhancing the marketability of the product.
b) Quality Assurance
c) Authenticity and Customers Loyalty
d) Trustworthiness
11. Do you have proper monitoring mechanism to ensure Halal products and hospitality?
a) Yes b) No
12. Do you have expert and skillful Staff to conduct cross cultural Communication with the
tourists in accordance to their culture and religious belief?
a) Yes b) No
13. Do you think that our country has a proper monitoring mechanism to ensure companies
comply with Halal certification?
a) Yes b) No
14. Do you think that Halal friendly hotel service providers should invest considerable time
and effort towards gathering information about their customer’s needs and expectations?
a) Yes b) No

57
for Tour Operator
Please complete this questionnaire as honestly, completely and accurately as you can
whatsoever.
Name: Gender:
Designation: _____________________________________________________________
1. Which of the following market sectors do you operate in?
a) Inbound Tour b) Outbound Tour c) Domestic Tour
2. Which of the following types of trip do you offer?
a) Small Group b) large Group c) private Journeys
3. Do you offer Halal tourism Package?
a) Yes b) No
4. Do you think that the Halal food and hospitality industry strongly influences on your halal tour
packages business?
a) Yes b) No
5. How important is a halal Logo or Certificate in Influencing the Tourists to purchase of Halal
Products?
a) Very High b) High c) Moderate d) Low e) Not at all

58
6. Do you provide prayer and meals facilities during the Journey?
a) Yes b) No
7. Do you have a separate transportation and tour guide facilities for both male and female?
a) Yes b) No
8. Which Social Media platform you refer to promote the halal tour package?
a) Facebook b) Website c) Blog d) Twitter e) others
9. Do you think that availability of halal food determines the choice of travel destination?
a) Yes b) No
10. Do you think that Halal Tourism and Hospitality help the Bangladesh economy?
a) Yes b) No
11. Are your Employees and tour guides feel loyal and concern to halal tourists?
a) Yes b) No
12. Do you think that the regulatory framework and monitoring mechanism off our country offers
advantages for Providing Halal tour packages?
a) Yes b) No
13. Do you have Halal Assurance System or other reporting system on your Halal tour packages?
a) Yes b) No

59
for Tourist
whatsoever.
Personal Information
Name: Gender:
Age: Mobile No.:
Nationality: E- Mail:
Occupation: Monthly Income:
1. How do you Plan your Trip?
a) By Yourself
b) Through a Travel Agent
2. What is most common type purpose of your travel?
a) Family Vacation
b) Adventures
c) Business
d) Spiritual
e) Religious
3. With whom, do you travel most often?
a) Family
b) Friends
c) Colleagues
d) Alone
4. Do you often travel in Bangladesh?
a) Yes
b) No

60
5. Have you ever heard of Halal Tourism?
a) Yes b) No
6. Where did you first hear it from?
a) Newspaper b) Television c) Govt. Publication d) others
7. Do you prefer halal products and services while travelling?
a) Yes b) No
8. Are you willing to put considerable effort in obtaining Halal products and services?
a) Yes b) No
9. How important is a halal Logo or Certification in influencing your purchase of halal products?
a) Very High b) High c) Moderate d) Not at all
10. How Important is family approval in your purchase of halal products?
a) Very High b) Moderate c) Low d) Very Low
11. Do you think that it is acceptable to pay more for Halal products than for non-Halal products?
a) Yes b) No
12. Do you find available halal products and services in Bangladesh?
a) Yes b) No
13. Do you think that Halal food information is true and easily available in Bangladesh?
a) Yes b) No
14. Do You think that the Halal product price is reasonable and affordable in Bangladesh?
a) Yes b) No
.
Thank you.

“The Prospects of Halal Tourism Development in Bangladesh”. part-2.pdf

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