Noor, Nurhafihz, and Bahardeen, Fazal (2025) An updated model for halal tourism: a review of RIDA by CrescentRating. Journal of Hospitality and Tourism Horizons. (In Press)

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Abstract

Purpose: The tourism industry continues to rely on strategic frameworks such as the widely used Global Muslim Travel Index to manage their halal markets. However, dynamic changes in the halal tourism environment necessitate a rethinking of old models and a conceptualization of new ones to remain relevant. The purpose of this paper is to analyze the new responsible, immersive, digital and assured (RIDA) model by CrescentRating.

Design/methodology/approach: Using an autoethnographic approach, this paper draws upon the experience of the model’s developer and provides an analysis through a synthesis of the services marketing, technology adoption and Islamic marketing literature.

Findings: RIDA combines important factors including technological innovation, sustainability and growth in halal travel into a streamlined framework. The nomological network in our conceptual model suggests that RIDA affects positive tourist outcomes including satisfaction and usage intentions.

Practical implications: Hospitality managers can use the strategic insights from this paper to better understand the implementation of the RIDA model.

Originality/value: This paper offers first-hand insights into the development of the RIDA model as well as analyzes the industry model based on theoretical lenses from the literature. It concludes with 15 key research directions at the micro-, meso- and macro-levels.

Item ID:	85522
Item Type:	Article (Research - C1)
ISSN:	3049-7922
Keywords:	halal tourism, halal travel, Muslim-friendly travel, technology
Copyright Information:	Copyright © 2025, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher'.
Date Deposited:	19 May 2025 23:29
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 100%
SEO Codes:	13 CULTURE AND SOCIETY > 1305 Religion > 130501 Religion and society @ 50% 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 50%
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