Abstract
This research endeavour locates the manifestation of Islam in the context of tourism, arguing
for its viability as a significant component of an emerging global Islamic tourism market. By way of
empirical research focused on Muslim tourists visiting Cape Town, this study presents a South African
case study, with it arguing for the need to capitalise on the opportunities that the market represents. A
mixed-methods research design was followed. The views of hoteliers were explored (qualitative) and
400 Muslim travellers of eight hotels successfully completed questionnaires (quantitative). Analysis of
variance, correlation and regression analysis were performed to reach the objectives of the study. Prayer
facilities highly influenced Muslim tourist experiences, whilst halal food highly influenced their return
intentions to a hotel. The study provides hotel management with an improved understanding of the
unique attributes that impact on Muslim tourist experiences and return intentions to South Africa.