Going Back to Basics as an Innovative Way Forward on Muslim Health Tourism

Abstract

The fast growth of health tourism has been attributed to creating a health and prevention boom era expected to usher in new economic power. Offering a different approach derived from the Sharia, Muslim health tourism poses a proximity between religion, tourism, and health. Amid the urgency to understand Muslim tourists as a potential market with such unique characteristics and specific needs, it is unfortunate that no model describes the decision-making behaviour when selecting a Muslim-friendly health destination. As a result, the author suggests a Muslim health tourist behaviour model. This study also highlighted Sharia salons and spas as one of the forms of Muslim health tourism business. It's becoming increasingly clear that for the Muslim health tourism business to truly understand its market, going back to basics is the most innovative approach.