| Summary: | Halal tourism is a global and comprehensive market niche within the tourism industry that has increased significantly in recent years and is expected to continue doing so in the future. Many countries see the economic opportunities and want to claim their position on the market. The following study is the second one that has been performed in Sweden about halal tourism, whose purpose was to gather an understanding about the attitudes that people with leading roles within Swedish hotel operations have towards developing and marketing Sweden as a possible destination for halal tourism. An additional purpose of the following study has been to gather knowledge about their perceptions about applying modified versions of halal tourism: Muslim-Friendly and options. In order to reach a deeper understanding of the subject some theories on culture and values were applied. The methodological approach in the study has been a combination of quantitative and qualitative, consisting of a survey with open and closed questions which generated 62 survey answers, as well as five follow-up interviews. The main result showed that the respondents had low knowledge about the issue and remained generally negative towards development of a complete halal or Muslim-Friendly concept in their hotels. The concepts consist of detailed requirements that are challenging to follow, and the result shows that most of the respondents believe that parts of it clash with Swedish values about equality. But as the result indicates, a vast majority of the respondents are more positive to the concept of options.
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