The Value of Islamic Tourism: Perspectives from the Turkish Experience

The aims of this article are twofold. One is to propose a framework to better understand the terms Islamic tourism and value. Marketing scholars have long studied perceived value and proposed various conceptualisations of the term. However, further explorations are needed to broaden the concept so as to fit the needs and expectations of Muslim consumers. Although Muslims make up one of the largest tourist markets in the world, the perceived value of tourism offerings oriented toward this market has not been clearly defined. Therefore, a framework to present an Islamic view of the concept constitutes the first aim of this article. A second aim is to provide an overview of the halal tourism market in Turkey. Current developments in the Turkish halal tourism market and the value of Turkish tourism offerings are discussed in detail. Current issues and proposals for future studies are addressed at the end of the article.