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The research aims to classify halal hotels based on Islamic values as embodied in both physical and non-physical attributes.

This study explores the perceived values of business owners of the halal hotels.

Perceptions of hotel owners are divided into three types: those who view the value of halal hotel only in terms of branding and attracting consumers; those who consider the ideology behind halal hotels based on strong Islamic values; and those who avoid halal branding but implement Islamic values in their hotels. For the hotel industry, halal certification is not a priority because a minimum effort at implementing halal standards can already attract Muslim customers. This case is especially true for countries where Muslims make up the majority of the population.

This study was limited to a case study in Bandung and Bangkok as a representative of halal tourism in Asia. Hence, it could be extended by conducting comparative studies with other cities in Association of South East Asian Nation which already declare to develop halal tourism.

The findings of this research show that there is a large variety of halal hotel products, depending on the Islamic values upheld, which is causing difficulties for the government in creating standards. Then the result can help inform the government in establishing the strategic framework of halal tourism development, more particularly in the formulation of policy for industrial actors.

The findings contribute to the concept of product-centered business, in which it is generally assumed that industrial actors are frequently focused on the mere label of “halal” and ignore the true values. However, the research shows that some industrial actors put Islamic values first instead of the mere halal label, and another case shows that some of them implement Islamic values in their business but avoid halal branding. This empirical evidence shows that in halal hotels, the concept of product-centered is not always proper. The quality of halal hotel products depends on the Islamic value of the owner, not always influenced by business imperatives.

This study aims to investigate the components of a halal tourism ecosystem and how to establish a model for an effective halal tourism ecosystem. Therefore, each component can play a role in encouraging the productivity of halal tourism.

A qualitative approach was applied through in-depth interviews and focus group discussion (FDGs) with representatives of stakeholders who are associated with the development of halal tourism in Indonesia.

The results show that the effectiveness of the halal tourism ecosystem is primarily determined by the role of the government as an initiator and a policymaker. The halal tourism ecosystem must be run with universal Islamic norms, and it must be avoid exclusive rules.

This research concludes that the symbols in the halal ecosystem are not components that can glue the differences between various organizations and institutions in the context of tourism. However, the role of adhesive is substituted by its practice or implementation that can accommodate shared understandings of Sharia norms.