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Understanding Muslim

Tourists' Perceptions and


Expectations of Muslim-
Friendly Tourism in the
United Kingdom
By: Siska Mandalia
PGR Student School of Humanities, Social Sciences and Law
SPV : - Dr Susan P. Mains
- Dr Fiona M. Smith
TABLE OF CONTENT

01 Background What Has Been Done


04 From January 2024
02 Literature Review
Milestone for The Next
05
03 Research Design Journey
BACKGROUND
The Growth of Muslim International Arrivals

CrescentRating | Global Muslim Travel Index 2023


BACKGROUND
MUSLIM FRIENDLY TOURISM AS A SPECIAL TOURISM

Special Tourism/ Niche tourism refers to how a specific tourism


product can be tailored to meet the needs of a particular
audience/market segment. Muslim-Friendly Tourism is one of them.

Muslim-friendly tourism involves providing facilities and


services that take into account the specific needs of Muslim
travellers.

The Halal Times


Why is the research is How could this research
How is this research unique?
important? impact future projects?

Strategic Tourism
Growing Muslim Focus on Non-Muslim
Development
Tourism Market Majority Country
Industry Practices
Economic Potential Comprehensive
Cross-cultural
Cultural Integration Approach
Engagement
Policy Development Cultural Sensitivity
Sustainability
WHY UK?
Significant Muslim Population
Cultural Integration and Heritage
Growing Segment in the Tourism
Industry
Availability of Muslim-Friendly
Services
Economic Impact
Innovation and Adaptation
Global Perspective
Wego Travel Blog
Top 20 Destination Top 20 Non-OIC Destination

CrescentRating | Global Muslim Travel Index 2023


Term and Definition

Literature
Review
Islamic Tourism Halal Tourism

Muslim Friendly
Tourism

Using a Narrative/Traditional
Literature Review Type
The Following are The Points Discussed in
the Literature Review:
Literature Historical Development of Muslim-Friendly Tourism in the

Review United Kingdom


Theoretical and Conceptual Perspectives on Muslim Tourists'
Perceptions
Expectations and Experiences of Muslim Tourists in Tourism
Contexts
Cultural and Social Factors Influencing Muslim Tourists'
Behaviour
Policy and Planning Considerations in Muslim-Friendly
Tourism Development
Economic Implications of Muslim-Friendly Tourism
Sustainable and Global Development Goals of Muslim-Friendly
Tourism
Research Objectives
1. To explore the perceptions of Muslim tourists regarding the
availability and quality of Muslim-Friendly Tourism services in the
United Kingdom.
2. To examine what specific facilities and services do Muslim travellers
expect from Muslim-friendly tourist destinations in the UK.
3. To assess the level of satisfied are Muslim tourists with the current
Muslim-Friendly Tourism offerings in the United Kingdom.
4. To provide possible suggestions on improvements that can
implemented to meet better the needs and expectations of Muslim
travelers in the UK.
5. To explore the impact of media and Islamophobia on Muslim tourists’
perceptions and experiences in the United Kingdom.
Research Design
Use qualitative methods with an ethnographic
approach. Etnographic approach is intended to be
used by accompanying tourists on their UK
experience
Use snowball sampling
Semi-structured interview with key informants of the
research and 20 Muslim tourists for data collection
Use thematic analysis for data analysis
Use NVivo for data processing
WHAT HAS
BEEN DONE
FROM JANUARY
2024
Training
Course Title/Description Date

Improving your online presence and your digital profile 24/04/2024

The Writing Process Getting Started with the Literature Review 02/05/2024

Professional Networking 24/05/2024

Presentation Skills for International PGRs 30/05/2024

Time Management, Motivation and Prioritising Your Workload 06/06/2024

Drafting, Editing and Proofreading Skills 14/06/2024

Pitch Perfect - Public Speaking, Networking and Engaging 19-20/06/2024


CONFERENCE

INTERNATIONAL
HALAL (MUSLIM-
FRIENDLY)
TOURISM
CONGRESS
Izmir-Türkiye, 10-12 May 2024
STUDENT-LED
SYPOSIUM
Beyond the Buzzword: Interdiciplinarity and
Wellbeing!

Stirling Court Hotel, University of Stirling, 17 May 2024


THE SGSSS
SUMMER
SCHOOL
University of Dundee,
5-11 June 2024
GUEST LECTURER

TOURISM,
TRANSNATIONALISM
AND MOBILITY MODULE
ATTENDED TWO MODULES

GE52010 - Qualitative GE32019 - Tourism,


Methods in Social Research Transnationalism and Mobility
(SEM 2 23/24 ) ( SEM 2 23/24 ) & GE42021
WHAT IS BEING DONE

Submitting Ethics Waiting for


Form Approval
MILESTONES FOR THE NEXT
JOURNEY

Doing Data Collection in


Doing Upgrade Exam in
Winter, December 2024
January 2025
and Summer, June 2025
THANK YOU!

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