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Halal Tourism Marketing Strategies and Legal Protection for Muslim Consumers: A Comparative Analysis of Indonesia, Malaysia, Singapore, Thailand, and Vietnam

Author


Poppy Wulandari(1Mail), Muslim Marpaung(2), Irma Suryani Lubis(3), Syahrial Arif Hutagalung(4), Dita Kartika Sari Hasibuan(5),
(1) Politeknik Negeri Medan, Jl. Almamater No. 1, Padang Bulan, Kecamatan Medan Baru, Kota Medan, Sumatera Utara 20155,
(2) Politeknik Negeri Medan, Jl. Almamater No. 1, Padang Bulan, Kecamatan Medan Baru, Kota Medan, Sumatera Utara 20155,
(3) Politeknik Negeri Medan, Jl. Almamater No. 1, Padang Bulan, Kecamatan Medan Baru, Kota Medan, Sumatera Utara 20155,
(4) Politeknik Negeri Medan, Jl. Almamater No. 1, Padang Bulan, Kecamatan Medan Baru, Kota Medan, Sumatera Utara 20155,
(5) Politeknik Negeri Medan, Jl. Almamater No. 1, Padang Bulan, Kecamatan Medan Baru, Kota Medan, Sumatera Utara 20155,

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Available online: 2026-11-10  |  Published : 2026-11-10
Copyright (c) 2026 Poppy Wulandari, Muslim Marpaung, Irma Suryani Lubis, Syahrial Arif Hutagalung, Dita Kartika Sari Hasibuan
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Abstract


This study aims to analyze halal tourism marketing strategies and legal protection for Muslim consumers in Indonesia, Malaysia, Singapore, Thailand, and Vietnam, as well as to identify an integrated model that combines both aspects to enhance tourism destination competitiveness. This research employs an empirical legal research method with fieldwork and comparative approaches. Data were collected through semi-structured interviews, field observations, and literature reviews of legislation, policies, halal certification standards, and institutional documents in each country. The data were analyzed qualitatively through data reduction, data presentation, and conclusion drawing. The findings indicate that halal tourism competitiveness is determined not only by the size of the Muslim population but also by service quality, the availability of Muslim-friendly facilities, marketing strategies, and the credibility of halal institutions. Malaysia demonstrates strengths in integrating halal standardization and certification, while Indonesia has significant potential through strengthening its halal industry ecosystem. Singapore demonstrates competitiveness through service quality and inclusivity, whereas Thailand and Vietnam continue to develop their halal industry capacities and regulatory frameworks. This study emphasizes that legal protection for Muslim consumers should encompass information transparency, the prevention of misleading halal claims, business operators' liability, and accessible complaint-handling and dispute-resolution mechanisms. Therefore, integrating marketing strategies, halal assurance, and legal protection is essential to building consumer trust and enhancing the sustainable competitiveness of halal tourism.

Keywords


halal tourism; marketing strategies; consumer protection; halal certification.

References


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