Islamic Marketing for Sustainable Tourism: A Synergy towards Responsible Travel, Case of Turkey

Safia   BENMEHDI; Azeddine   MERIDJA

Safia BENMEHDI RMTQ Laboratory, University of Bejaia (Algeria)
Azeddine MERIDJA RMTQ Laboratory, University of Bejaia (Algeria)

Keywords: Islamic Marketing, Sustainable Tourism, Responsible Travel, Turkey

Abstract

This study explores the role of Islamic marketing in advancing sustainable tourism, with a focus on halal-friendly practices in Turkey. As ethical and faith-oriented travel gains global relevance, the research aims to demonstrate how Islamic principles can contribute meaningfully to responsible tourism development. A qualitative case study methodology was adopted, centred on two leading halal hotels in Turkey: “Adenya Hotel & Resort” and “Bera Alanya Hotel”. The research relied on document analysis and secondary data to understand how religious, sustainability principles and Muslim-friendly tourism are applied in practice. The results highlight a strong alignment between Islamic values and sustainable tourism objectives. Both hotels illustrate how faith-based hospitality can successfully integrate environmental awareness, ethical conduct, and religious compliance.

This includes the application of halal standards, eco-friendly operations, and recognised international certifications. These practices reflect broader patterns within the halal tourism sector, where increasing emphasis is placed on environmental responsibility alongside spiritual integrity. The study recommends the development of integrated certification frameworks that combine halal and sustainability standards. Policymakers, tourism authorities, and hotel managers are encouraged to adopt strategies that respect both religious values and ecological commitments. This approach may serve as a model for other destinations aiming to balance ethical tourism with global sustainability goals

References

Abd Hamid, M., Ismail, N., Othman, N., Fuza, Z. I. M., & Rani, Z. M. (2022). Review of Islamic tourism and sustainability. International Journal of Social Science Research, 4(1), 447-456.

Adham, K. A., Mahmad Nasir, N., Sinaau, A., Shaznie, A., & Munawar, A. (2025). Halal tourism on an island destination: Muslim travellers’ experiences in the local islands of the Maldives. Journal of Islamic Marketing, 16(1), 236-257.

Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practices, challenges and future. Tourism Management Perspectives, 19, 150–154. https://doi.org/10.1016/j.tmp.2015.12.008

Boğan, E. (2020). Halal tourism: The practices of halal hotels in Alanya, Turkey. Journal of Tourism & Gastronomy Studies, 8(1), 29-42.

BOĞAN, E., (2020), Halal Tourism: The Practices of Halal Hotels in Alanya, Turkey. Journal of Tourism and Gastronomy Studies, 8 (1)

Dusuki, A. W., & Abdullah, N. I. (2007). Maqasid al-Shari'ah, maslahah, and corporate social responsibility. The American Journal of Islamic Social Sciences, 24(1), 25–45.

Hassib, Rehailia and Ibtissem, Saadsi (2020) "Islamic Tourism and Sustainable Development: From Utopia to Reality," International Journal of Religious Tourism and Pilgrimage: Vol. 8: Iss.3

Hein, L., Metzger, M. J., & Moreno, A. (2009). Potential impacts of climate change on tourism; a case study for Spain. Current Opinion in Environmental Sustainability, 1(2), 170-178.

Holy Quran (2002), Abdullah Yusuf Ali, Publisher: Amana Publications, UK.

López-Guzmán, T., Sánchez-Cañizares, S., & Pavón, V. (2011). Community-based tourism in developing countries: A case study. Tourismos, 6(1), 69-84.

Nurcahyo, S. A., Jannah, R., & Anis, M. (2024). Maqasid Syariah Management in Realizing Sustainable Development Goals: Perspective of the Halal Tourism Industry. Journal of Digital Marketing and Halal Industry, 6(2).

Saffinee, S. S. (2022). Muslim-friendly sustainable geo-tourism (MFS-GT): a qualitative study using the grounded theory. Revelation and Science, 12(1).

Tellis, W. (1997). Application of a case study methodology. The qualitative report, 3(3), 1-19.

UNWTO. (2013). Sustainable Tourism for Development Guidebook. Madrid: United Nations World Tourism Organization.

Viera, C. A. (2023). Case study as a qualitative research methodology. Performance Improvement Journal, 62(4), 125-129.

Wilson, J. A. J., & Liu, J. (2011). The challenges of Islamic branding: navigating emotions and halal. Journal of Islamic Marketing, 2(1), 28–42. https://doi.org/10.1108/17590831111115222

Yuli, S. B. C. (2023). A Systematic Literature Review of the Halal Tourism Model. In International Collaboration Conference on Islamic Economics (Vol. 1, No. 1).