Publication: A Review of Halal Tourism Marketing Strategies During The COVID-19 Pandemic
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Date
2021-08-23
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Islam Malaysia
Abstract
This article review is intended to examine marketing strategies from several publications published concerning the impact of the COVID-19 pandemic on the Halal tourism industry. A search in the database of Mendeley using a search string [“Halal tourism” AND “COVID-19”] conducted in June 2021 resulted in fourteen documents. These documents were then filtered in terms of the years of publication, the subject areas, type of document, category of access, and written in English. These papers were published in the areas related to Islamic Economics, Business, Marketing and Halal industry from 2020 to 2021 resulted in six relevant
documents. Only relevant documents were selected for further analysis after the documents were reviewed for eligibility by looking at the abstracts and findings. The findings suggested marketing strategies as the key factors to be applied during the COVID-19 pandemic to ensure the sustainability and continuity of halal tourism. COVID-19 pandemic has disrupted the tourism industry globally. This review article investigates the segmentation, target market, and positioning (STP) and 7P’s marketing strategies for the Halal tourism industry during the COVID-19 pandemic.
Description
3rd INTERNATIONAL HALAL MANAGEMENT CONFERENCE
(3rd IHMC 2021)
“Sustainability and Empowerment of Halal Industry in The Midst of COVID19-Pandemic”
Date: 23rd – 24th August 2021, Malaysia
eISBN: 978-967-440-956-2
Organised by : Faculty of Economy and Muamalat, USIM
Page:127-130
Keywords
Halal tourism; Halal industry; COVID-19 pandemic; Marketing strategies, marketing mix; STP