Promotion Of Halal Tourism In The Philippines Towards Strategic Direction

Abstract

The perspectives and analyzation of strategic techniques underlying Halal tourism promotion, large percentage of global Muslim tourists, and Southeast Asian countries attempts to strategize their country’s potential as preferred halal hub through promoting Halal services for tourist’s interests. Still present, limited study on Philippine Halal tourism relative to the knowledge of Islamic perspectives on tourism defines the features of Muslim tourist behavior complying Halal tourism. Organized by the review of related literature this study defines the relevant study on Halal tourism and culinary marketing strategies. Quantitative approach consisting Muslim and non-Muslim participants with recent halal domestic and international experience were used. Convenience sampling for data collection to 2 groups provided to 200 travelers segmented to 15 halal tourism professionals on the second group. Instrument used, an adopted survey questionnaire from global halal standards crossing reference with local accreditation bodies. Promotional technique quality through indicators, reflects the adoptive of halal methodology to accommodate travel needs. The 5-point
Likert scales ranging from 1 less to 5 highly halal attractive measured datum. Preceding to data collection, questionnaire was validated by three academic experts in Halal Standards. An academician and expert in Shari’ah Law; A psychometrician; A tourism consultant and a halal chef. Consequently, through ANOVA by factors and paired T-test analysis, data kurtosis and skewness were utilized. Techniques of analysis are Frequencies, Mean, S. Deviation, Mean Difference to test significance and cross tab relations. Overall, high extent of expected compliance to global halal requirements by Philippines tourism in terms of services and products were present. Yet, heterogeneity of the assessment was shown indicating results of cost is higher than the revenues of establishments. Thus, major
challenge in Philippine context with implications for destination marketers, policymakers, and experts. Finally, significant perception that the country has no prescribed and unique standards for the tourism sector yet and diverse interpretations of the Philippines Halal standardization from Global Halal led to various levels of demand where most were claimants of halal services only, resulted to the existence of several halal certification bodies. Nonetheless, use of term “Muslim-friendly” as a pledge that services respect the basic requirements of the Sharia law, aside from being completely halal, is gradually widespread among service suppliers. Conversely, in defiance of inclination to practice halal certification, Muslim countries reflect all tourism products and services must be halal, unless otherwise designated. It is presently recognized that widespread ignorance about this market, turned as a stern inadequacy and barrier to entry.