Muslim Friendly Tourism (MFT):
Understanding the Supply and Demand Sides
In the OIC Member Countries
11
market research has been conducted to collect information for the study. The primary market
research has been mainly focused on direct interviews with various stakeholders across a
number of countries. The research takes into account the demand side key themes and supply
side key themes along with the key faith-based needs of Muslim travelers, as illustrated below
in Figure 3.
Figure 3: Research Methodology
Source: CrescentRating (2015)
The supply side and demand side themes are derived from CrescentRating’s CRaHFT model
shown in Figure 4, which maps the user journey of a typical traveler from leaving home to the
activity at the destination. It identifies individual segments in the tourist value chain. The
details of the key themes are discussed in Chapter 1.
Figure 4: CRaHFT Reference Model
Source: CrescentRating (2015)
The faith-based needs of Muslim travelers are the unique determinants of this segment. As
such, all research has been conducted and considered from the point of view of these needs.
These key needs are discussed in detail in Chapter 1.