Muslim-friendly tourism experience and value creation: A study of service innovation in Lombok

Abstract

Purpose – This study aims to analyze how integrating Muslim-friendly tourism experiences contributes to value creation for tourists through service innovation in halal tourism destinations in Lombok. The primary focus of this research is to understand the mechanisms underlying the creation of functional, emotional, and spiritual value through halal-service innovation practices.
Methodology – This study employed a qualitative case study design. Data were collected through in-depth interviews with halal tourism industry actors, destination managers, policymakers, and Muslim tourists, supported by field observations and document analysis. Data were analyzed thematically through coding to identify patterns, meanings, and relationships among concepts relevant to Muslim-friendly tourism experiences and value creation.
Findings – The findings reveal that the availability of halal facilities does not solely determine the integration of Muslim-friendly tourism experiences but is also influenced by service innovations that emphasize interaction quality, service ethics, and the consistency of Sharia values. Service innovation creates functional value in the form of convenience, emotional value in the form of safety and satisfaction, and spiritual value in the form of inner peace and religious closeness for Muslim tourists.
Implications – These findings have practical implications for destination managers and halal tourism industry stakeholders in designing service innovation strategies that prioritize holistic-value creation. Theoretically, this study enriches the halal tourism literature by strengthening the link between Muslim-friendly tourism experiences and service-based value creation theory.
Originality – This research offers an integrative perspective, positioning service innovation as the primary mechanism for co-creating functional, emotional, and spiritual value in halal tourism.