TURİZMDE YENİ BİR PAZARLAMA YAKLAŞIMI: HELAL TURİZM VE DÜNYADAKİ UYGULAMALARI ÜZERİNE BİR İNCELEME

Son yıllarda yaşanan gelişmelerle birlikte turizm sektöründe hızla yükselen bir pazar türü olan helal turizm faaliyetleri gerek ülkelerin gerekse de turizm işletmelerin üzerinde durduğu bir alan olmuştur. Geleneksel turizm anlayışında yer alan alkol kullanımı, uygunsuz giyinme, kumar oynama gibi olumsuz yönlerin var olması muhazafakar Müslümanlar arasında olumsuz bir etki oluşturmakta ve böylece helal turizm yaygınlaşmaktadır. Helal oteller, İslami kesimin rahatça tatillerini yapacakları ve aynı zamanda dini vazifelerini kolaylıkla yerine getirebilecekleri bir merkez olma konumundadır. Bu otellerin tercih edilmelerinde en büyük etken kadınların ve erkeklerin ayrı ayrı yüzme havuzları, mescit gibi özelliklerin müşterilerin hizmetine sunulmasıdır. İslami oteller içerisinde yapılan bütün faaliyetler, otelin tasarımı kadar İslami kurallara, İslam'ın gerektirdiği mütevaziliğe ve ahlaki değerlere uygun olarak gerçekleştirilmektedir. Bu çalışmanın amacı, İslam ve turizm arasındaki ilişkiyi açıklayarak İslami kurallar (Şer'i hükümler)'in ilkelerini otel sektörü için ortaya çıkartarak bu kuralların dünyada nasıl uygulandığını incelemektir. Yapılan inceleme sonucunda Suudi Arabistan, Malezya ve İran gibi ülkelerin İslami turizm alanında önemli altyapı faaliyetleri yürütmelerine karşın konuyu ele alış ve uygulamaları birbirlerinden belirli oranlarda değişiklikler gösterdiği sonucuna ulaşılmıştır

A NEW MARKETING APPROACH IN TOURISM: A REVIEW ON HALAL TOURISM AND ITS PRACTICES IN THE WORLD

Halal tourism activities, being rapidly growing market type in tourism industry, have become the field with which both countries and tourism businesses deal along with the developments taking place in the recent years. The existence of negative aspects such as alcohol use, improper dressing and gambling in the tradtional tourism concept has adverse impact on conservative Muslims and therefore, halal tourism has been widespread. Halal hotels have been centers where the Muslims will have their vacation comfortably and at the same time, they will be able to fulfill their religious duties easily. The most important factor in these hotels' being pferred is the provision of facilities such as swimming pools and small mosques for men and women separately. All of the activities carried out in the İslamic hotels are performed in accordance with the modesty required by Islam and Islamic moral values as well as the design of the hotel. The aim of this study is to examine how these rules have been applied in the world by explaining relationship between Islam and tourism and revealing Islamic rules' (Ecclesiastical judgements') principles for the hotel sector. In the result of the research done, although the countries such as Saudi Arabia, Malaysia and Iran carry out important infrastructure activities in the field of Islamic tourism, it has been achieved that their handling of the subject and the practices show changes at certain rates

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