دانلود رایگان مقاله انگلیسی استراتژی بازاریابی آشپزی حلال و گردشگری در وب سایت های دولتی - الزویر 2018

ABSTRACT

In the present study, the use of the internet to promote Halal cuisines and culinary tourism is compared and contrasted through content analysis method of investigation of the national tourism bureaus of China, South Korea, Japan and Thailand on their official websites. It was found that Japan, South Korea and Thailand attempted to strategize their country's potential as a preferred Halal tourism destination for Muslim tourists by introducing and promoting Halal cuisines, Halal food culture, Halal food restaurants and general Halal services of interest for Muslims. However, the same was not observed in the case of China, which dealt with the issue of religion as an ethnic issue in its culinary tourism strategies. The findings furnished by the present study accommodate both the perspectives of the industry and the research by providing a framework for essential website dimensions for the promotion of Halal culinary tourism and additional Halal services.

5. Discussion and conclusion

In the non-Muslim countries, some adjustments in tourism offerings should be integrated with promotional efforts to address the distinctive requirements of Muslims regarding food, daily prayers and travel preferences in general. It was found that the emerging Halal trend was integrated in the destination marketing and was given due consideration by the tourism bureaus of Thailand, Japan and Korea. These three tourism bureau websites published specially designed restaurant guidebooks for Muslim travelers to assuage their concerns regarding the availability of Halal cuisines. Because the most distinguished experiences of tourists are generally associated with local cuisines and restaurants (Baker et al., 2013), a separately designed food guidebook for Muslim travelers is an essential marketing strategy element to create an impression of a destination's Halal friendliness. The tourism bureaus of the TAT, KTO and JNTO largely pursued similar marketing strategies in promoting Halal tourism that were essentially built around easing the concerns of Muslim tourists through the provision of adequate information regarding Halal appraisal and certification, Halal cuisine features, recommended Halal restaurants, and the enhancement of Halal experiences.