مجلة الامتياز لبحــوث الاقتصاد والادارة
Volume 10, Numéro 1, Pages 447-459
2026-06-05

Islamic Marketing For Sustainable Tourism: A Synergy Towards Responsible Travel, Case Of Turkey



Authors : Benmehdi Safia . Meridja Azeddine .

Abstract

This study explores the role of Islamic marketing in advancing sustainable tourism, with a focus on halal-friendly practices in Turkey. As ethical and faith-oriented travel gains global relevance, the research aims to demonstrate how Islamic principles can contribute meaningfully to responsible tourism development. A qualitative case study methodology was adopted, centred on two leading halal hotels in Turkey: “Adenya Hotel & Resort” and “Bera Alanya Hotel”. The research relied on document analysis and secondary data to understand how religious, sustainability principles and Muslim-friendly tourism are applied in practice. The results highlight a strong alignment between Islamic values and sustainable tourism objectives. Both hotels illustrate how faith-based hospitality can successfully integrate environmental awareness, ethical conduct, and religious compliance. This includes the application of halal standards, eco-friendly operations, and recognised international certifications. These practices reflect broader patterns within the halal tourism sector, where increasing emphasis is placed on environmental responsibility alongside spiritual integrity. The study recommends the development of integrated certification frameworks that combine halal and sustainability standards. Policymakers, tourism authorities, and hotel managers are encouraged to adopt strategies that respect both religious values and ecological commitments. This approach may serve as a model for other destinations aiming to balance ethical tourism with global sustainability goals.

Keywords

Islamic Marketing ; Sustainable Tourism ; Responsible Travel ; Turkey

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