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Exploring Muslim Millennial Travelers’ Attitude Toward Halal Tourism in India

In: Research on Islamic Business Concepts

Author

Listed:
  • Asad Rehman

    (Aligarh Muslim University)

  • Naziya Aisha

    (Aligarh Muslim University)

Abstract

Within the expanding and growing interest in Muslim travel market, the Muslim millennial travelers have been identified as the key drivers of tourism growth in the context of halal travel. Muslim millennial travelers (MMTs) exhibit distinct tourism characteristics from their previous generations in terms of their values, needs and expectations. The study is a maiden attempt to understand the awareness and perceptions of consumers, specifically the Muslim millennial travelers of India with regard to their travel needs. An online survey was conducted by distributing questionnaires to Muslim respondents, aged 18–36, residing in India. In total, this study collected 155 responses. A two-tailed t-test was run to check significant differences if any, between the responses of male and female respondents. The findings are highly indicative of the potential of halal tourism in India. A large number of consumers appear to be ready to opt for this form of tourism and are even willing to pay a premium price for it.

Suggested Citation

  • Asad Rehman & Naziya Aisha, 2023. "Exploring Muslim Millennial Travelers’ Attitude Toward Halal Tourism in India," Springer Proceedings in Business and Economics, in: Veland Ramadani & Baker Ahmad Alserhan & Leo Paul Dana & Jusuf Zeqiri & Hasan Terzi & Mehmet Bayirli (ed.), Research on Islamic Business Concepts, pages 137-153, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-18663-9_9
    DOI: 10.1007/978-3-031-18663-9_9
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