ABSTRACT The present study discusses the interplay between local and global consumer cultures (GCC) in the context of changing travel behavior in Muslim communities. It evaluates the occurrence of halal tourism and articulates a cultural transformation process specific to the halal tourism ecosystem through the lens of acculturation theory. Existing literature on acculturation theory, GCC, and halal tourism is critically assessed, with a cross‐evaluation made on the premises and present information specific to these three areas. It is postulated that the acculturation process of the Muslim community through globalization has revealed three types of community strata. The first group is excluded from the acculturation process oriented toward GCC (separation); the second group reconciles GCC with Islamic tenets (integration), and the third group exchanges Islamic tenets for GCC (assimilation) or avoids adopting the principles of both cultures (marginalization).
Özekící et al. (Sun,) studied this question.