Academic journal article Journal of Organizational Culture, Communications and Conflict

Problems of Development of Halal Tourism in Russia

Academic journal article Journal of Organizational Culture, Communications and Conflict

Problems of Development of Halal Tourism in Russia

Article excerpt


Islamic tourism as a new social phenomenon, to some extent associated with the dogma and practice of Islam, started to be spoken in the late 1980s.

Halal Industry in the Russian Federation has its origins in 2002 by the initiative of the Council of Muftis of Russia.

It is proposed to distinguish religious tourism into spiritual, halal tourism, pilgrimage and religious (Islamic) tourism pertaining to visiting the "holy places", places of worship, and so on. Scholars D.A. Gusenova, Z.-B.T. Alikhanova believe that Russia with Muslim regions in its political and geographical system, has the huge development potential of these trends in religious tourism [2].

The global halal industry turnover is currently estimated as more than $ 2 billion. It is believed that Russia's accession to the WTO in 2012 will promote the development of Halal tourism though it will take long time.

Halal tourism and recreation is a type of tourism aimed at Muslims, providing an opportunity to rest in accordance with the rules of Islam. In Halal tourism accommodation is provided in hotels that offer only soft drinks, all food complies with Halal standards and it is equipped with separate infrastructure for male and female, for example, isolated beaches and pools. In addition to these features, Halal resorts announce the time of prayers and there are prayer rooms, and some even have mosques. The hotel also offers special excursions to places related to the history of Islam. For evening resource, vacationers can choose to rest without music, if necessary, they are provided with organized entertainment and activities within the norms of Islam. [8]

The production and supply of cosmetics, pharmaceuticals, financial services targeted at the Muslim population is also growing.

It is noteworthy that halal tourism has no specific definition, usually it is understood as tourism product, implying accommodation and servicing in accordance with the rules of Islam. And this is despite the fact that 60-70% of the clients of such hotels are non-Muslims. They, as a rule, observe a strict dress code and do not allow males and females to encounter in public places [2, p.49].

The choice of food for all consumers is due to social norms and traditions. The consumption of meat and meat products in particular can often be associated with religious traditions and rituals. Religious rules affect food choices, forcing to refuse certain types of meat.

It should be noted that the level of confidence in such products is higher, depending on the fact how much consumers follow the principles and rules of halal.

One of the most important quality measures for consumers of culturally conditioned goods is the confidence in producers and sellers that follow principles and rules of slaughter, production, storage and selling of meat and meat products [3].

TheRezidor Hotel Group, the owner of such hotel networks as Radisson Blu and Park Inn, believes that over the next 10 years, demand for recreation on Shariah will grow by 20% annually.

Even McDonald's today offers Halal foods [4].

The potential of the international market of Halal products is growing along with the growth of the Islamic population and the spread of Islamic tradition.

To date, there are 1.8 bn Muslims in the world.

According to experts, by 2050 the Muslim population will be more than 2.6525 billion people, or about 29%, worldwide. To compare, more recently, in 1950, the number of believers did not exceed 17.5%.

At the same time, such goods are bought by consumers who do not belong to the Muslim religion, but prefer such goods because they perceive them as ecological, organic. Such trends are characteristic both for the international market, and Russian one.

The largest countries - producers and consumers of such products are: Indonesia - 180 million people, India - 140 million, Pakistan - 130mln, the Middle East - 200 million, Africa - 300 million, Malaysia - 14mln, North America - 8 million, Europe - more than 56 million, Russia - about 27. …

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