World Islamic Tourism Forum (WITF), Kuala Lumpur, Malaysia, 12-13 July 2011 VALUE OF ISLAMIC TOURISM OFFERING Perspectives from the Turkish Experience Teoman Duman, Ph.D. International Burch University Sarajevo, Bosnia and Herzegovina
Aims 1. To propose definitions of Islamic tourism and halal tourism 2. To propose a framework of perceived value for Islamic tourism decision making process 3. To provide an overview of halal tourism market in Turkey
For details of the presentation Please request a copy of my conference paper through; teomanduman@yahoo.com
Introduction Yearly international tourist arrivals have reached to one billion threshold. Technology is making everything easier today. Travel is becoming a way of life for most people. One of the largest segments of travelers is Muslim travelers. Muslims have special needs due to their belief system. There is a lot of misunderstanding about Islam and Islamic values. Whatever the reasons for misunderstanding, it is our duty as muslims to convey the true message of Islam and set good examples.
Introduction - continued Tourism is one of the realities of contemporary life. People travel for many reasons. Many see tourism as satisfaction of some basic needs. Others see it as an expression of unacceptable extremes. Maybe, there is truth in each of these perceptions. The main question for Muslims is; What is the status of tourism in Islam? Does it represent satisfaction of basic needs for us as Muslims too? Or, Does it represent extremes which are unacceptable in our value system?
Introduction - continued So far, the West has established tourism as a strong sector of the economy and as an academic discipline. But, we, Muslims, seem to act too slow to define its role in Muslim societies. Some of the preliminary questions that come to my mind are, How does Islam and tourism interact? And, how should we define Islamic tourism? Who is the Muslim tourist and what does s/he look for in his/her tourism experience? What does value mean for Muslim tourists? What makes products valuable for them? How do Muslim countries handle tourism as a sector?
Questions? Three specific questions I intend to tackle in my speech today are, How should we define Islamic tourism and halal tourism? What does value mean for Muslim tourists? What makes products valuable for them? As a special case, what are the historical, political and sectoral dynamics of halal tourism industry in Turkey?
Definition of Tourism Before I attemp to define Islamic tourism, I will provide the definition of tourism in general. According to WTO, Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited. (Medlik, 2003).
Definition of Tourism Tourism has three key characteristics. These are, the movement of people (make up the demand side) a sector of the economy or the industry (makes up supply side) a broad system of interacting relationships of people, their needs to travel outside their communities and services that attempt to respond to these needs by supplying products (Page and Connell, 2009, 65; Chadwick, 1994, 65).
Definition of Islamic Tourism There are still definitional ambiguities with regards to Islamic tourism concept (Henderson, 2010). Henderson (2010) distinguishes between Islamic tourism, non-islamic tourism and un-islamic (anti- Islamic) tourism.
Previous Definitions of Islamic Tourism Some of the previous definitions of Islamic tourism include: All product development and marketing efforts designed for and directed at Muslims (Henderson, 2010). Tourism mainly by Muslims (Henderson, 2009). Islamic tourism as an economic, cultural and religious (conservative) concept (Ala- Hamarneh, 2011). All forms of tourism except those that go against Islamic values (Shakiry, 2006). The type of tourism that adheres to the values of Islam (Hassan, 2007). A new ethical dimension in tourism (Hassan, 2004). Islamic tourism covers tourism activities by Muslims in seaside destinations for the purposes of relaxation and entertainment in hospitality enterprises that apply Islamic principles (Dogan, 2010).
Definition of Islamic Tourism Previous definitions give reference to, participants of the activity (i.e. Muslims) locations of the activity (i.e. Islamic destinations, countries) dimensions of the activity (i.e. economic, cultural, religious dimensions) products offered to the markets (i.e. accommodation facilities, trips, food and beverage) management of the service production process (i.e. marketing and ethics)
Motivational perspective to Islamic tourism In an excellent review, Din (1989) talked about the role of travel and tourism in Islam. In this classical article, Din argued that travel in Islam is a purposeful (goal-oriented) activity and motivations are at the center of the activity (p. 552).
Motivational perspective to Islamic tourism Muslims travel to achieve physical, social and spiritual goals by travelling. Also, in Islam, deeds are valued according to intentions (Sahih-Al Bukhari, 2011).
Motivational perspective to Islamic tourism Accordingly, it can be argued that travel and tourism in Islam are goal-oriented activities that originate from Islamic motivations (e.g. acting in the cause of God (fisabilillah), submission to the ways of God, realization of the smallness of man and the greatness of God and encouraging and strengthening the bond of sillaturrahim (muslim fraternity) (Din, 1989)).
Motivational perspective to Islamic tourism Islamic motivations deviate from generic motivations to travel in most instances. Examples of Islamic and generic motivations are in Table 1.
Generic Motivations Islamic Motivations Table 1. Examples of Generic and Islamic Tourist Motivations Motivations Conducting business, visiting friends or relatives, pursuing other personal business activities (i.e. shopping) and pleasure Experiencing culture, pleasure-seeking, fantasy, relaxation, physical participation Relaxing mentally, discovering new places and things, avoiding the hustle and bustle of daily life, relaxing physically, being in a calm atmosphere, increasing knowledge, having good time with friends, being with others, building friendships with others, using imagination, gaining a feeling of belonging, challenging personal abilities, using self abilities and skills in sports, developing close relationships. Climate, relaxation, adventure, personal reasons (i.e. nostalgia), educational motives Acting in the cause of God (fi-sabilillah), submission to the ways of God (through the Hajj and the Umrah), realization of the smallness of man and the greatness of God, encouraging and strenthening the bond of sillaturrahim (muslim fraternity), conducting business Seeking health (relaxation), education (learning-teaching-information sharing-visiting scientists), realization of other cultures, business Declaration of Islam (Tebliğ), seeking scientific knowledge, educating others, work for halal earnings, taking lessons from past Sources Goeldner and Ritchie (2006) Kozak (2002) Ryan and Glendon (1998) Bansal and Eiselt (2004) Din (1989) Aglamaz (2009) Kusursuz (2011)
A Proposed Definition of Islamic Tourism: Motivational Perspective From this perspective, I propose to define Islamic tourism as: All tourism activities by Muslims that originate from Islamic motivations and are realized according to shariah principles.
Tourism vs. Islamic Tourism If we apply this definition to the WTO definition, then, Islamic tourism can be defined as the activities of Muslims travelling to and staying in places outside their usual environment for not more than one consecutive year for participation of activities that originate from Islamic motivations which are not related to the exercise of an activity remunerated from within the place visited.
Islamic Tourism as an Economic Activity Categorization of tourism related goods and services that are designed, produced and presented to the markets according to Islamic rules (shariah) can be considered under halal tourism. Such use of the terminology is already common in daily usage halal trips hotels airlines food etc. (Hassan, 2008; halaltrip.com; Wikipedia, 2011).
Islamic Tourism Decision Making Process and Perceived Value Based on previous discussion, I propose the following perceived value model for Islamic tourism decision making process
A Proposed Model of Perceived Value for Islamic Tourism Decision Making Process motivations decision making black box service consumption postpurchase evaluation future behavior islamic motivations for travelling decision making- Sheriah compliance affective aspects monetary aspects value generic motivations for travelling behavioral intentions nonmonetary aspects decision making satisfaction non-islamic motivations for travelling quality aspects Denotes Tourism Participation and Evaluation Process for Non-Muslim Tourists Denotes Tourism Participation and Evaluation Process for Muslim Tourists
Halal Tourism in Turkey Turkish tourism industry Turkish tourism product Halal tourism industry in Turkey Historal perspective Political perspective Legal status Major types of halal tourism Seaside Hot-spa (thermal) Market description
Turkish Tourism Industry One of the top ten destinations in the World 28 million international tourists in 2010 $21 billion tourism receipts $630 average tourist spending By 2023, 63 million tourists, $86 billion earnings
Turkish Tourism Product Possible to find all kinds of tourism Around 600,000 touristic bed capacity 2600 touristic accommodation facilities These numbers are up from 56,000 bed capacity and 500 facilities in 1980. Antalya, Istanbul and Mugla are the three major destinations accommodating around 50% of international visitors to the country (Duman and Kozak, 2010).
Recent History of Tourism Development in Turkey A Review of Recent Tourism Development History in Turkey is given in Table 2. Number of Halal seaside hotels increased from 5 to 39 after AKP took over the government (2002). Halal hot-spa facilities doubled during the same period.
Table 2. A Review of Recent Tourism Development History in Turkey Political environment Before 1980s 1980-1992 1992-2002 2002-2011 Political turmoil Turgut Özal ANAP Political stability Political turmoil Economic downturn Recep Tayyip Erdoğan - AKP Political stability Economic development Rising of middle class Scope of tourism activity Very limited tourism activity Establishment of tourism legislation Planning and infrastructure Upsurge in tourist numbers Recognition in European markets Building of superstructure Rising promotion activities Increasing supply Popularity in Russian markets Increasing tourist numbers Popularity of allinclusive vacations Decreasing tourism earnings Increasing tourism supply and demand Tourism product diversification Increasing thermal tourism supply Holistic tourism planning (Turkish Tourism Strategy 2023) Upsurge in participation of Muslims in tourism activity
Types of Halal Tourism Facilities in Turkey Primarily, there are two types of halal tourism facilities in Turkey Seaside facilities Hot-spa (thermal) facilities Popular terminology that connotes these facilities is given in Table 3.
Table 3. Terminology used by hospitality enterprises to describe vacations and tourism products to attract Muslim tourists in Turkey Terminology in Turkish İslami tatil yerleri Islami oteller Muhafazakar oteller tatil köyleri - tatil Alternatif tatil -oteller Tesettürlü oteller Dini oteller Islami termal oteller Islami kaplicalar Kaplıcalar Dindar tatil İçkisiz oteller Bay-bayan ayrı havuzlu oteller Islami konseptli otel Terminology in English Islamic vacation destinations Islamic hotels Conservative hotels resorts - vacation Alternative hotels - vacations Veiled (covered) hotels Religious hotels Islamic hot-spa (thermal) hotels Islamic hot-spas Hot-spas Religious vacations Alcohol-free hotels Hotels with separate pools for man and women Hotels with Islamic concept
Table 4. Selected Seaside Hospitality Enterprises in Turkey Targeting Muslim Populations Note : Categorization of hotels is based on web-site descriptions. Sources : Doğan (2011); islamitatil (2011); tesetturluoteller (2011) and islamioteller (2011).
Table 5. Selected Hot-spa Hospitality Enterprises in Turkey Targeting Muslim Populations Note : Categorization of hotels is based on web-site descriptions. Sources : Islamitatil (2011); tesetturluoteller (2011) and islamioteller (2011).
Capacity of Halal Tourism Facilities in Turkey Total hospitality enterprises in Turkey (100%) 600,000 beds in 2600 facilities Hospitality enterprises using halal tourism concept (5.6%) 33,781 beds in 64 facilities
Legal Status of Halal Tourism Industry in Turkey No direct reference to selling of alcoholic beverages Four-star holiday villages have to have an open or closed bar Five-star holiday villages have to have a discotheque or a night club Halal hotels use these facilities for their own purposes They are criticisized to separate beaches illegally for men and women.
Market Description Three major markets Turkish citizens living and working in European countries (Around 2.4 million) Upscale customers with conservative Islamic lifestyles (rising middle-class) Foreign Muslim tourists especially from Middle Eastern countries
Consumer Behavior Internet based survey of halal tourism participants Generally positive views - majority of participants; find halal hotels Islamically acceptable (59%) think vacation is a need (66%) search for price, cleanliness and quality of service in choice find prices expensive keep religious sensitivity during vacation (70%) and spend most of the time swimming and suntanning.
Consumer Behavior Complaints are generally about high prices low service quality common usage of beaches with non-muslim tourists fake halal hotels
Conclusion Future projects about Islamic tourism may include, graduate research (master-doctoral thesis) consumer behavior studies edited book special issue in journals e-library certification and standardization practices for industry
THANK YOU FOR YOUR ATTENTION! Teoman Duman, Ph.D. teomanduman@yahoo.com International Burch University Sarajevo, Bosnia and Herzegovina