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Concept of halal food development to support halal tourism: a review

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International Conference on Green Agro-industry and Bioeconomy IOP Publishing
IOP Conf. Series: Earth and Environmental Science 475 (2020) 012053 doi:10.1088/1755-1315/475/1/012053

Concept of halal food development to support halal tourism: a

review

F N Addina1, I Santoso1 and Sucipto1,2

1
Department of Agroindustrial Technology, Faculty of Agricultural Technology,
Universitas Brawijaya, Malang
2
Halal Qualified Industry Development (Hal-Q ID), Faculty of Agricultural
Technology, Universitas Brawijaya, Malang

E-mail: [email protected]

Abstract. Muslims increasingly represent an influential consumer segment in the tourism and
the fastest growing in the global travel industry. For Muslim tourists, halal food is essential
during traveling. In the context of halal food tourism, halal and haram describe each of what is
allowed or not to be consumed by Muslims in the Qur'an and the Prophet's Hadith. It is essential
to develop halal food in restaurants and food souvenirs to attract travel in halal tourism
destinations. This review aims to identify factors in the development of restaurants and food
souvenirs to increase halal tourism. In this paper, a systematic review was adopted as the
principal methodology for surveying and analyzing the latest literature. Symbols, utilities, and
sensory are the focus of the concept of food souvenirs. Unlike food souvenirs, restaurants
emphasize food quality, service quality, and the quality of the physical environment. Food can
be the function as a unique image for branding. Halal food in restaurants and food souvenirs can
increase the attractiveness of halal tourism. The government and business must be able to adjust
the criteria for tourist needs with innovation in food souvenirs and improvement in restaurant
services. Indonesia, which is rich in tourism and culinary has great potential to expand halal
tourism. Food quality, service quality, environmental quality, and halal in sensory, halal in
utility, halal in symbolic become an essential focus of developing halal restaurant and halal food
souvenirs in halal tourism.

1. Introduction
The tourism sector is a significant contributor in terms of the economy. Interest in halal tourism is
becoming popular due to an increase in Muslim tourists in the international segment [1]. The Muslim
travel market is growing fast in the global industry. International Muslim travelers are projected to rise
to 168 million by 2020, with tourism revenues of more than USD 200 billion [2,3]. Indonesia is the
largest Muslim population in the world, where, in recent years, there has been a consistent growth of
Muslim tourist arrivals [4,5]. According to the Global Muslim Travel Index (GMTI) report [3], in 2019,
along with Malaysia, Indonesia was ranked first as the world's halal tourism destination.
The Muslim travel sector is synonymous with adherence to religious obligations. All tourism-related
activities carried out by Muslims in traveling must be based on Islamic teachings [6]. In halal tourism,
several main aspects needed, like as the availability of halal food, adequate prayer facilities, iftar services
during the month of Ramadan, and restrictions on activities that are not by following sharia [7,8]. The
availability of halal food is one crucial aspect of traveling for Muslim tourists [9]. In the world of
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International Conference on Green Agro-industry and Bioeconomy IOP Publishing
IOP Conf. Series: Earth and Environmental Science 475 (2020) 012053 doi:10.1088/1755-1315/475/1/012053

tourism, food was considered as one of the aspects that influences visitor satisfaction in a destination
and becomes a significant source of tourism revenue [2]. The halalness of food comes from the Quran,
the Hadith of the Prophet (the teachings of the Prophet Muhammad), and Islamic jurists [10].
As a country with the largest Muslim population in the world, Indonesia has considerable halal food
tourism potential. Indonesia continues to develop the halal tourism sector in the country [11]. The
development of Indonesian halal tourism in the halal food industry sector needs to be done quickly and
accurately. This review discusses essential factors in halal food in restaurants and halal food souvenirs
as an effort to develop halal tourism. This model was built based on the results of a literature review
from several studies related to halal tourism and the halal food industry.

2. Halal Tourism
The word halal comes from Arabic, which means: permitted or acceptable [12]. Halal shows all that is
permitted by Islamic law. Every Muslim was ordered only to consume halal and avoid what is not
allowed, on food and beverage [13]. The halal concept is not only related to food or drink but also covers
all aspects of Muslim life (male or female). All products that comply with Islamic sharia include banking
and finance, tourism, cosmetics, employment, travel and transportation services, etc. Halal products
(following Islamic sharia) must meet the requirements of sharia, as found in Islam [12].
Halal tourism was considered as a subcategory of religious tourism, which refers to the availability
of tourism products and services according to what Muslim tourists need both in worship activities and
food requirements [1,12], involved in the tourism industry. According to Islamic teachings, halal tourism
was related to Muslim-oriented tourism, which was useful for addressing Muslim needs, where tourists
will follow sharia law as facilitated by destination hosts, providing halal products and services suitable
for Muslim tourists [1]. Halal tourism provides options for Muslim tourists to ensure that problems and
matters relating to compliance with the Islamic law are maintained which can give them peace of mind
when traveling because Muslim tourists must actively look for halal-based products and services or
avoid certain things to meet halal requirements [14].

3. Methods
In this paper, a systematic review was adopted as the principal methodology for surveying and analyzing
the latest literature. A systematic review is a structured and comprehensive approach to selecting
relevant theoretical perspectives and practices in leading literature [15]. A literature survey has been
carried out from quantitative and qualitative empirical studies published in several leading international
journals such as tourism management perspective journals, tourism management, and other journals.
Journal publications within the scoping review have been found and extracted through the use of an
aggregator database including Scopus, and in the publisher database, including Elsevier and Emerald
Insight. The paper is traced using several keywords such as "halal food," "halal tourism," "food
souvenir," "halal food in a restaurant," and "food tourism." Publications were analyzed for the period
between 2010 and 2019. After abstracting and reading the contents of the article, only 37 articles were
used as final samples for further review and analysis.

4. Discussion
4.1. Concept of halal food tourism
Food tourism was described as a visit to a food producer (primary or secondary), a restaurant, a food
festival, or a visit to a location that has unique food, which is the leading destination of the trip [16].
Food tourism is often determined as a way to enhance other cultures through food. An exciting
experience with local cuisine allows tourists to like the socio-cultural characteristics of the destination.
From a tourist perspective, food becomes an indispensable part of travel [17].
In the context of halal food, halal and haram describe what Muslims can and cannot consume as
regulated in the Quran, the words of the Prophet and determined by jurists [16]. The entire food chain
is covered by the halal concept, starting from the form, origin, processing of edible goods, equipment,
and machinery must be cleaned by Islamic law and not stained by contact with non-halal material [13].

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International Conference on Green Agro-industry and Bioeconomy IOP Publishing
IOP Conf. Series: Earth and Environmental Science 475 (2020) 012053 doi:10.1088/1755-1315/475/1/012053

From the two meanings above, it can be concluded that halal food tourism is food tourism in a tourist
destination that applies the principles of Islamic law and must pay attention to the location of halal and
prohibited food and beverage products.
Halal food is considered to be an essential and significant aspect that affects visitor satisfaction to
utilize sensory experiences that satisfy the senses of tourists [2,18]. Many reported that Muslim tourists
find it difficult to get halal food when traveling. The existence of food outlets or the availability of halal
food can be the object of choice for Muslim tourists when traveling [19,20]. It is crucial to develop halal
food to support halal tourism. In developing halal food tourism, several essential factors must be
considered. These factors are illustrated in Figure 1.

Figure 1. Halal food tourism concept

4.1.1. Halal food in restaurant

In Islamic principles, halal food means food that is permitted to be eaten by Muslims. Food must be free
of alcohol or meat products that are prohibited in Islam [21,22], which is strictly forbidden to be part of
halal food either as part of ingredients, packaging materials, or, have close contact with non-halal food.
Halal food is prepared according to sharia law and is processed in an Islamic way so that food can be
labeled as halal. Several characteristics of products, services, and physical environment must be
considered so that halal in restaurants can be maintained, which can be seen in Table 1.

Table 1. Characteristic halal food in restaurant

Halal Characteristics Sources
Halal Food Halal food and beverages, no non-halal activities, and halal [14,19,23,24]
Quality certification; delicious and nutritious food; menu variety; food
freshness, clean and hygienic; attractive services
Halal Service Food served as ordered; Ramadhan service; quick and [23,25]
Quality comfortable service; helpfulness; error-free orders
Halal Physical Halal logo; cleanliness; staff is neat and well dressed; attractive [8,14,19,23,26]
Environment employees; restaurant interior; facility aesthetics; seating
Quality comfort, ambient conditions; temperature, air quality, noise,
odor, dining equipment; social factors, prayer rooms and
facilities, water-friendly washrooms

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International Conference on Green Agro-industry and Bioeconomy IOP Publishing
IOP Conf. Series: Earth and Environmental Science 475 (2020) 012053 doi:10.1088/1755-1315/475/1/012053

a. Halal food quality

The quality and variety of foods offered are essential elements of customer satisfaction. Food quality is
an indication of the quality of ingredients and food offered by fast-food restaurants, which include
cleanliness, freshness, health food, and variations of food offered at fast-food restaurants [27]. Food
quality factors such as taste, smell, appearance, temperature, and halal presence are among the main
factors customers choose to visit a restaurant [18,26,28]. In addition to the above factors, providing halal
food and drinks at tourist destinations is essential for achieving practical goals and obtaining behavior
from Muslim tourists [26]. The availability of halal food will attract tourists to visit tourist attractions,
by providing halal food outlets/ restaurants at tourist sites that show halal logos, offering halal food and
drinks, providing clean, safe and hygienic tourist attractions, and halal food providers their halal
certification [14].

b. Halal service quality

Providing quality customer service is one of the most critical challenges of any organization. The
company survives if it can attract and maintain customer satisfaction. Company performance depends
on the quality of services that are offered effectively to customers. Product quality is the most important
competitive factor in the market [29].
Service and satisfaction quality have become top marketing priorities because they can influence
consumer loyalty [25]. The essential advantage lies in providing high-quality services, which in turn
leads to customer satisfaction [27] because service quality can directly affect the customer's intention to
return and recommend a destination. Service quality is a critical component, and customers can spend
most of their money when they get high-quality service [30].
The availability of high-quality halal products and services at tourist destinations has become an
essential concern for attracting more Muslim travelers. For example, service providers in restaurants
should avoid serving alcohol and pork on the spot to win the trust of Muslim tourists about food safety
and hygiene and to fulfill the halal concept [8,14,23]. The service quality during Ramadan is also
important to be a concern for food providers. To that end, meeting individual needs during Ramadan,
such as providing appetizers in breaking the fast (exceptional food during Ramadan) free of charge and
performing services when pre-dawn, can affect the quality of halal service [26].

c. Halal physical environment quality

Consumer assessments of the performance of physical environmental services in restaurant settings such
as attractive interior design and decoration, clean dining rooms, and well-dressed employees [23]. Some
critical elements that must be considered in halal tourism, like services and facilities frequented by
Muslim tourists, must be equipped with an ideal prayer room, separate for men and women. Another
important consideration is that there is a place for ablution (cleansing the body). Ablution is performed
before a Muslim performs prayers [10], also the availability of prayer room facilities, such as the Qibla,
prayer mat, and the Quran, this will influence the decision of Muslim to a tourist destination [4,8,19].
The availability of prayer rooms facilities is an essential request for most Muslim travelers. [26]
They hope to find access to this facility in places they visit, such as hotels, airport terminals, and tourist
attractions. The restaurant atmosphere will affect the customer's experience during dining [14].

4.1.2. Halal food souvenir

Most of the cost of travel for shopping [30]. Buying food or drinks as souvenirs to bring back from
holidays is an integral part of the holiday experience. Bringing food products to home from travel
destinations can extend and strengthen the holiday experience [31]. Food souvenirs can be classified as
local products. Tourists bring special home foods from specific destinations as souvenirs to be eaten
alone or for others. Offering food to tourists has significant implications for the economic, cultural, and
environmental sustainability of the tourist destination [32]. Therefore, food souvenirs are considered
necessary for the progress of tourism.

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International Conference on Green Agro-industry and Bioeconomy IOP Publishing
IOP Conf. Series: Earth and Environmental Science 475 (2020) 012053 doi:10.1088/1755-1315/475/1/012053

From the explanation of the food souvenir above, the halal food souvenir is concluded to be a
souvenir product in the form of halal food by taking into account the attributes that can affect the halal
food souvenir product. The quality of halal food souvenirs does not only focus on the halal aspect but
also focuses on other attributes that can affect the quality of halal food souvenirs. The attributes of Halal
food souvenirs that must be considered can be seen in Table 2.

Table 2. Attributes of halal food souvenirs

Dimension Attributes Source
Halal in Utility Eco-friendly, reasonable price, halal material [32,33]
Halal in Symbol Authentic, uniqueness and creativity, halal logo and [32,34]
information
Halal in Sensory Esthetic quality [32]

a. Halal in utility
In general, "Utility" refers to comfort, reasonable prices, quality, environmentally friendly souvenirs,
and ease of understanding souvenirs [32]. The utility of halal products can be seen from the raw materials
used. Raw materials in making halal food besides paying attention to raw materials from natural products
without artificial additives and chemicals. Food ingredients described as preservative-free, gluten,
cholesterol, unsaturated fats, MSG (monosodium glutamate), GMO (genetically modified organisms),
and rBST hormone must be from halal products [32,34].
The halal of a food souvenir product in the utility by paying attention to its raw material products.
The choice of raw materials must be considered as halal materials. The gelatin from pigs should be
avoided by finding alternatives [33].

b. Halal in symbol
The symbolic meaning attached to a souvenir gives a message where the souvenir came from. In general,
symbolic judgments include authenticity, expertise, cultural relevance, originality, and memory [32].
The benefits and perceived value of souvenirs are categorized as having economic, symbolic, and artistic
values [31]. Local food is understood as an authentic product that symbolizes location and culture.
Authenticity contributes substantially to the evaluation of unique food attributes. Food/ material sources
(e.g., milk from local agriculture), the origin of products, and the general lifestyle of each individual
who makes a product creates not only local cultural experiences and food history but also produces
exciting moments. Tourists can find a sense of authenticity through the purchase of certain products [32]
Another factor that influences the marketing of halal food souvenir products is the presence of the
halal logo printed on the packaging. Halal logos and essential information are used to find out raw
material information on food souvenir products [14,35]. The halal logo and halal information provided
can convince Muslim consumers so that they do not doubt the product purchased.

c. Halal in sensory
Taste and aroma of food souvenirs in tourism destinations become memories after they return home.
The feeling of a fantastic trip can respond quickly. Family and friends can also experience the journey.
Aesthetic, such as design and color, are evaluation criteria for craft souvenirs, and traders' attitudes
toward artistic quality of memories that are the best predictors of consumer purchase intentions [30].
Visual elements include the physical environment, such as physical attractiveness, color, graphic
layout, image quality, and the entertainment factor of service performance, which is worth enjoying. An
excellent aesthetic perception can produce feelings of pleasure, service satisfaction, and intention to
reuse the service [36]. Aesthetics can reduce the difference between expectations and performance and
increase customer satisfaction and loyalty. In the aesthetics of food tourism experiences in cities can
strengthen or weaken the ranking of customers' perceptions of food brands [37].

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International Conference on Green Agro-industry and Bioeconomy IOP Publishing
IOP Conf. Series: Earth and Environmental Science 475 (2020) 012053 doi:10.1088/1755-1315/475/1/012053

5. Conclusions
Halal tourism is becoming popular because of the interest of Muslims in international tourist
destinations. Indonesia has the largest Muslim population in the world and is number one in the
development of halal tourism. The most significant aspect when traveling for Muslims is the availability
of halal cuisine. Halal food tourism focuses on factors that can improve the quality of halal food in a
restaurant and food souvenir. The restaurant development focuses on the quality of halal food, the
quality of halal service, and the quality of a Muslim-friendly environment. The attributes of food
souvenirs that essential to be developed are utility, symbols, and sensory. Food can function as a unique
image as a reminder of a destination. The combination of halal food in restaurants and food souvenirs
can improve the quality of halal tourism.

Acknowledgment
Authors want to thank Universitas Brawijaya for official support and our colleagues in the Department
of Agroindustrial Technology for practical help.

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IOP Conf. Series: Earth and Environmental Science 475 (2020) 012053 doi:10.1088/1755-1315/475/1/012053

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