Driving factor of Muslim travelers in Japan when choosing a place for dining out?
Together with Ahmad Mahbubi Mufti , we tried to clarify factors influencing Muslim travelers when dining out in Japan.
1. What’s the priority for Muslim travelers when choosing a place for dining out?
> 70% of Muslim travelers in Japan prioritized prayer room availability more than halal-certified food (although in the last decade we experienced halal boom). Only 20% of Muslim travelers were prioritizing halal-certified food. If you are making a business targeting Muslim travelers (maybe after this COVID-19 pandemic end), then you should consider providing a prayer room as your first service priority. If you still have the budget, time and energy, then gaining halal certification is also a good idea.
2. How much are Muslim travelers willing to pay for one serve of halal-certified food with a prayer room available?
> They were willing to pay for as much as 1.5 times higher than the average price of the same dish in Japan. E. g. Muslim travelers were willing to pay as much as 1,200 JPY for ramen (the average price of ramen in 2018 was 800 JPY). Their purchasing power is good, and they tend not to consider price when selecting their preferred place.
If you are interested to read the full paper (it’s open access), you can find it here
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