Promoting Halal Tourism via University Curriculum

Abstract

The current study investigates how universities can mainstream halal tourism into study programs in order to prepare future industry experts with the skills needed for this burgeoning industry all over the world. The research that is conducted with 146 participants from universities, academics, and industry experts examines their views on halal tourism, its key characteristics, advantages of incorporating it into study programs, and optimal teaching methods. The survey respondents perceive halal tourism as being family-oriented and embracing, with its key characteristics being cultural experiences and halal food. The respondents believe incorporating halal tourism into academic programs would be more effective in preparing graduates for the profession of tourism and hospitality, stimulate industry growth, and promote cultural exchange. The survey highlighted the first-hand experience, with internships considered the best way of educating on halal tourism. The respondents also had a preference for interactive methods, such as oral and written presentations and audio–visual devices, for communication and interaction. The interest in research on halal tourism was highest among young respondents, with a substantial response from female respondents, under 25, highlighting its broad attraction across age and gender categories. The study underscores the importance of a holistic approach toward research on halal tourism, with experience and knowledge blended. To this end, universities must foster industry mutual partnerships and apply up-to-date teaching technologies and cultural understanding in order to ready and empower their forthcoming graduates and stakeholders for career growth in this rapidly developing and spreading industry.