Journal of Tourism & Hospitality
Open Access

Abstract

Innovative System Indicators for Islamic Tourism Using C-PEST Factors

Nor’Ain Othman and Salamiah A Jamal

Islamic tourism is seen from a different perspective as compared to the conventional tourism, such as economic, cultural and religious. The qualitative research design has been incorporated to assess the innovative system indicators through systematic analysis. Basically, it is an exploratory study of the Competitive-Political, Economic, Social and Technological (C-PEST) factors that were conducted through three phases to understand current and potential Islamic tourism market in the tourism industry. The preliminary stage involves a comprehensive literature review taken as a foundation of Islamic tourism concept, theories and principles from the Holy Quran, Hadith, and tourism reports. Phase two (2) and three (3) involves the field survey with tourists and interviews with key informants from tourism suppliers.