Abstract

Background and Objectives: Halal branding covers a wide range of economic activities including pharmaceuticals, cosmetics, health, textiles, clothing, leather, financial services, banking and tourism. Among the various forms of tourism, medical tourism has grown rapidly due to its competitive advantages. Therefore, the purpose of this study is to investigate halal branding as a strategy to develop medical tourism. Methods: A qualitative research method and a case study were used. Data were drawn from semi-structured interviews and analyzed by using thematic analysis. A total of 20 interviews with patients, accompanying persons and hotel hospital staff were conducted. Results: A total of 110 main themes were drawn. These themes had two general orientations within themselves: The nature of the requirement that was either materialistic or spiritual and were simultaneously applicable to short-term and long-term affairs. Certain codes such as not serving haram foods and drinks, not performing abortion and the availability of prayer room in the facilities were specific to halal hotel hospitals. Conclusion: From the combination of these two orientations, four organizing themes, i.e. spiritual and long-term purposes, short-term requirements, materialistic and long-term requirements and short-term purposes were drawn. The inclusive themes were determined by the nature of the requirement and the time orientation of the requirement.