Presenting Halal Tourism Marketing Model in Middle East (Case Study: Kish Island) with qualitative approach

Subject Areas : Management

seyede fatemeh abdollahi bahnemiri ¹ , vahidreza mirabi ² , Ali Norouzi mobarake ³

1 - Department of Management, Kish International Branch, Islamic Azad University, Kish, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Management, Payame Noor University, Tehran, Iran

Received: 2021-02-27 Accepted : 2021-03-27 Published : 2023-03-21

Keywords: Marketing, Middle East, Kish Island, Halal tourism,

Abstract :

This Research has been conducted with the aim of providing the Halal tourism model presentation in 2019 in Kish Island. The samples of this Research included 10 persons. After interview and coding, totally, 227 frequencies were obtained from 10 interview files. After the study, very short meaningful keywords were assigned to a part of the text. After classifying the subcomponents, the category of strengths included 8 subcomponents of varied foods and high quality and diversity of the product with the greatest frequency and appropriate climate with the least frequency. The Weaknesses with eight subcomponents of lack of accurate and efficient advertisement had the greatest frequency and too much non-native people without specialty and low number of specialized non-native people, hot weather in the spring and summer had the lowest frequency. The Opportunities with 8 subcomponents was observed where being marine and coastal with the greatest frequency, the cost effectiveness of goods price with the lowest frequency. The Threats was observed with 7 subcomponents of expensiveness and price of flights with the greatest frequency and weak and inefficient management and overtaking of foreign competitors with the least frequency. Totally, 254 frequencies were obtained for categories. Finally the tree model was presented.