Key attributes of mobile apps for halal tourism: an analysis of online reviews using Leximancer

Purpose With the continued relevance of mobile apps to manage travel experiences and the rise in tech-savvy halal travel markets, there is an urgent need to identify the major attributes valued by consumers of mobile apps catered for halal tourism. This study aims to identify the key service quality attributes of halal tourism mobile apps. Design/methodology/approach A content analysis of 279 user comments from a leading mobile app catered to Muslim travelers was done using Leximancer. Findings Eleven themes were uncovered from the analysis and found to be salient for users of mobile apps for halal tourism. Nine key themes – “app”, “prayer”, “halal”, “work”, “Muslim”, “useful”, “fix”, “open” and “reply” – were related to the service quality dimensions while two themes – “gratitude” and “reward” – reflect the consequences of using a high-quality halal tourism mobile app service. Results also showed that users had generally positive attitudes toward the app. Practical implications The findings provide tourism managers with critical design considerations to develop and benchmark mobile apps that can serve the travel needs of halal markets. Originality/value This study is among the first to explore the perceived service quality dimensions valued by halal markets in the context of mobile apps catered to their travel needs. The findings of this study advance the literature of how service quality dimensions can differ in new service environments, with our context intersecting faith- and mobile-based tourism services. Our study also offers managerial insights on improving the mobile app service experiences of Muslim travelers by optimizing the themes uncovered.