全球穆斯林人口約20億人，佔全球人口的1/5。2014年來臺穆斯林旅客約18萬人次，產值近90億臺幣，穆斯林旅客消費力高，較一般旅客平均高出20％，極具觀光開發潛力。2014年阿聯酋航空新增杜拜到桃園機場直航班機，每周7班，1週內便帶來近千人來自中東或歐美轉機之旅客，穆斯林來臺的觀光市場蓬勃發展。本研究目的為了解穆斯林旅遊團體操作模式及手法，以提供同業作為接待參考，並使未來數量日益龐大的穆斯林旅客，擁有更好的旅遊服務品質。本研究方法運用團體套裝旅遊關鍵服務特色架構，簡稱GPT (Group Package Tour)，擬作訪談問題。再來與國內6位接待穆斯林旅客有相當經驗之行程規劃者及導遊人員做深度訪談，將訪談過程對話做內容分析，並且邀請旅遊相關產業背景之評判人針對分析資料予以分類及檢核項目。為明確了解整個操作過程，運用參與式觀察法實際參與穆斯林來臺旅遊團。研究結果產出穆斯林團體套裝旅遊眉角架構，分為規劃行程面及導遊執行面。規劃行程面又分6個構面：遊覽車安排、飯店設備確認、飲食規範、飲食偏好及旅遊禁忌；導遊執行面分為11個構面：取得認同感、車上娛樂、尊重異性、禮拜規範與彈性、飲食規範、飲食偏好、飯店設備確認、嚐鮮、談話技巧、購物、旅遊禁忌。穆斯林旅遊團體與一般旅遊團體操作手法極為不同，期許透過本研究建立之架構及實際參與式觀察經驗分享，提供穆斯林旅遊學術研究的缺口及政府、產業未來接待穆斯林旅客參考。

Islam is one of the world’s major religion, the population of global Muslim is near 1.7 billion. It’s almost one-fifth of the world’s population. According to United Nations World Tourism Organization ( UNWTO ) estimated more than US$141 billion from Muslim tourism and expected annual 5% growth rate. In Arabic, the word Halal means permitted or lawful. Halal tourism is a subcategory of religious tourism which is geared towards Muslim families who abide by Sharia rules. Battour, Ismail, and Battor for the Impact of destination attributes on Muslim tourist’s choice research mention the "tangible" and "intangible" aspects of religious obligations. The tangible aspects include prayer facilities and Halal food. The intangible aspects contains Islamic entertainment, Islamic dress code, general Islamic morality and Islamic call (Azan) for prayer. Muslim should be guided by Sharia (Islamic code of life) rules performing five prayers a day and food is permissible to be consumed. There are about 160 thousand Muslim tourists visited Taiwan in 2013 and earned 250 million New Taiwan Dollars foreign exchange. Muslim is no doubt a new market for tourism industry in Taiwan. Taiwan is non-Muslim country but have religious liberty. In Recent years, Taiwan Tourism Bureau with Chinese Muslim association activity created a Muslim friendly travel environment make hotel and restaurants get Halal certification. There has 85 restaurants got Halal certification so far. The most Muslim tourists travel in Taiwan are Group package tour (GPT). But in the travel six elements such as food, accommodation, transportation, travel, shopping and entertainment are getting the needs for Muslim tourists, the amount of the visitors is still less than other tourists and only few travel agencies operate domestic Muslim tours. The study is trying to find out the reason cannot attract Muslim visitors and the difficulties in servicing them. The purpose is to solve the problems which are encountered in Muslim traveling in Taiwan. This study also trial to explore the GPT framework of critical service features for Muslim tourists and provides the details to travel agents while planning the tour for Muslim tourists in order to give them a pleasant journey even in Non-Muslim countries.

中國回教協會 (2014)。通過認證之清真餐廳及穆斯林友善餐旅認證名單。中國回教協會官網，取自: http://www.cmainroc.org.tw/ef05/homeweb/catalog_detail.php?infoscatid=67&ifid=245
王瓊淑（譯）（民 90）。穆罕默德--先知的傳記（原作者：Karen Armstrong）。臺北市：究竟出版社。（原著出版年：2001）
交通部觀光局 (2014年4月3日)。穆斯林餐旅認證星光閃爍，共創觀光新藍海。交通部觀光局官網，取自: http://taiwan.net.tw/m1.aspx?sNo=0019903
吳敏綺 (2014)。來臺穆斯林遊客旅遊動機、旅遊滿意度與重遊意願之研究 (未出版碩士論文)。開南大學，桃園縣。
林坤源 (2014年11月)。臺灣穆斯林旅遊市場推動現況暨產品規劃。臺北國際旅展旅遊論壇 (2014)，臺北市，中華民國。取自: http://www.taipeiitf.org.tw/Content/article.aspx?Lang=1&SNO=02000049
孫立珍 (2013年11月29日)。開發觀光新商機 高市建構穆斯林友善接待環境。新傳媒，取自：http://www.xinmedia.com/n/news_article.aspx?newsid=405455&type=0
徐重仁 (2013年8月30日)。美麗新世界：穆斯林市場。行政院官網，取自：http://www.ey.gov.tw/News_Content15.aspx?n=22DE2FC89D3EE7DA&s=1A5456D1A9D31F52
容繼業 (1997)。網際網路消費者對旅行業設置網路行銷認知之研究。觀光研究學報，(3)2，52-60。
曹勝雄 (2001)。產品屬性，觀光產品與服務，觀光行銷學。臺北市：揚智文化事業股份有限公司。
郭朝河 (2014年5月7日)。大馬膺選全球最佳穆斯林旅遊國。中央通訊社，取自：http://www.cna.com.tw/news/aopl/201405070449-1.aspx
陳立 (2014)。穆斯林餐旅認證星光閃爍 共創觀光新藍海。自立晚報，取自：http://www.idn.com.tw/news/news_content.php?catid=4&catsid=5&catdid=1&artid=20140330andy001
陳宜君 (2014)。雙認證制度影響穆斯林遊客農業旅遊體驗效益之研究 (未出版碩士論文)。國立東華大學，臺中市。
彭漣漪 (2013)。比中國更大的市場 瞄準穆斯林國家。遠見雜誌320期。
黃燕燕 (2014年11月)。全球伊斯蘭觀光分析：馬來西亞的趨勢與潛力。臺北國際旅展旅遊 (2014)論壇，臺北市，中華民國。取自: http://www.taipeiitf.org.tw/Content/article.aspx?Lang=1&SNO=02000049
蔡和穎 (2014年3月30日)。迎穆斯林客 飯店特訓人員接待。中央通訊社，取自: http://www.cna.com.tw/news/ahel/201403300095-1.aspx
蔡必昌 (2001)。旅遊實務，臺北市：揚智文化事業股份有限公司。
蔡家傑 (2014)。伊斯蘭市場與HALAL認證之研究 (未出版碩士論文)。東吳大學，臺北市。
蕭介雲 (2014年10月28日)。走進阿拉的世界 抓住穆斯林旅客的心。新傳媒，取自：http://www.xinmedia.com/n/news_article.aspx?newsid=7996&type=3
藍悅真 (2014)。攻穆斯林商機 觀光局頒50家餐廳認證。大紀元電子報，取自：http://www.epochtimes.com.tw/n86964/%E6%94%BB%E7%A9%86%E6%96%AF%E6%9E%97%E5%95%86%E6%A9%9F-%E8%A7%80%E5%85%89%E5%B1%80%E9%A0%9250%E5%AE%B6%E9%A4%90%E5%BB%B3%E8%AA%8D%E8%AD%89.html
Ahmed, Q. A., Arabi, Y. M., & Memish, Z. A. (2006). Health risks at the Hajj. The Lancet, 367(9515), 1008-1015.
Alvarez, M. (2010). Marketing of Turkey as a tourism destination. Anatolia, 21(1), 123-138.
Anonomous (2013). Food and religion：A meaty question. The Economist, 406(8822), 61-62.
Aziz, H (2001). The journey: An overview of tourism and travel in the Arab/Islam context. In D. Harrison (Ed.), Tourism and the less develop world: Issues and case studies, 151-159 .
Battour, M.M., Battor, M.M., & Ismail, M. (2012). The mediating role of tourist satisfaction: A study of Muslim tourists in Malaysia. Journal of Travel &Tourism Marketing, 29(3), 279-297.
Battour, M.M., Ismail, M. N., & Battor, M. (2010). Toward a Halal tourism market. Tourism Analysis, 15(2), 461-470.
Battour, M.M., Ismail, M. N., & Battor, M. (2011). The Impact of destination attributes on Muslim tourist’s choice. International Journal of Tourism Research, 13(6), 527-540.
Blake G. H., and R. I. Lawless (1972). Algeria’s Tourist Industry. Geography 57(1), 148-152.
Biner, M.J., Booms, B. H. and Mohr, L. A. (1994). Critical service encounters：the employee’s viewpoint. Journal of Marketing, 58(1). 95-106.
Christopher Reeve (2012, November 12). Halal tourism's moment in the sun. CNN Travel News. Retrieved from http://travel.cnn.com/halal-tourism-329146
Decrop, A. (1999). Triangulation in qualitative tourism research. Tourism Management, 20 (1) ,157-161.
Elnur Seyidli & Enver Cebi ( 2014, September ). HalalBooking.com. Developing halal services. How to brand and market to this customer base. Paper presented at Halal Tourism Conference in Spain. Retrieved from: http://www.htc2014.com/
Esthy Reko Astuty (2014, September). Wonderful Indonesia : A Muslim Friendly Destination. Paper presented at Halal Tourism Conference in Spain. Retrieved from: http://www.htc2014.com/
Fazal Bahardeen (2014, February 18). Top Halal Friendly Holiday Destinations – 2014. Crescent Rating & Halal Trip. Retrieved from : http://www.crescentrating.com/crahft-ranking-2014/item/3602-crescentratings-top-halal-friendly-holiday-destinations-2014.html
Fazal Bahardeen (2014, November). Muslim travel market. Paper presented at Taipei International Travel Fair 2014 Travel Forum. Retrieved from：http://www.taipeiitf.org.tw/Content/article.aspx?Lang=2&SNO=02000049
Hamarneh, A., & Steiner, C. (2004). Islamic Tourism: Rethinking the strategies of tourism development in the Arab World after September 11, 2011. Comparative Studies of South Asia, Africa and the Middle East, 24(1), 175-186.
Henderson, J. C. (2003). Managing tourism and Islam in Peninsular Malaysia. Tourism Management, 24(4), 447–456.
Henderson, J. C. (2009). Islamic tourism reviewed. Tourism Recreation Research, 32(2), 207–212.
Henderson, J. C. (2010). Sharia-compliant hotels. Tourism & Hospitality Research, 10(3), 246-254.
Henderson, J. C. (2011). Religious tourism and its management: The hajj in Saudi Arabia. International Journal of Tourism. 33(2), 231-243.
Hodge, D. R. (2002). Working with Muslim youths：Understanding the values and beliefs of Islamic discourse. Children & Schools, 24(1), 6-20.
Howard, D. R. and Madrigal, R. (1990). Who makes the decision:The parent or the child? The perceived influence of parents and children.on the purchase of recreational services. Journal of Leisure Research, 22(3).244-258.
Jafar Jafari & Noel Scott (2014). Muslim world and its tourisms. Annals of Tourism Research. 44(1), 1-19.
Kadir H. Din (1989). Islam And Tourism Patterns, Issues, and Options. Annals of Tourism Research. 16(1), 542-563.
Laderlah, S. A., Rahman, S. A., Awang, K., & Man, Y. C. (2011). A Study on Islamic Tourism: A Malaysian Experience. International Proceedings of Economics Development & Research, 17.
Lin K. Y. (2014). Director of International Division, Tourism Bureau, MOTC, R.O.C. How Taiwan promotes tourism in the Muslim market and how travel products are planned. Paper presented at Taipei International Travel Forum.
Lincoln, Y., & Guba, E. (1985). A naturalistic inquiry. California, CA: Sage Publications.
Martin, W. H., & Mason, S. (2004). Leisure in an Islamic context. World Leisure Journal, 46(1), 4–13.
McDonnell, M. B. (1990). Patterns of Muslim pilgrimage from Malaysia, 1885-1985. Muslim Travellers: pilgrimage, migration, and the religious imagination, 9(3), 111.
Metcalf, B. D. (1990). The pilgrimage remembered: South Asian accounts of the hajj. Muslim travellers: Pilgrimage, migration, and the religious imagination, 85-107.
Morrison, A. M. (1989). Hospitality and Leisure Marketing. Albany, NY：Delmar.
Moufakkir, O. (2010). Peace through domestic tourism and tourism rights: Inclusion of Muslim ethnic minorities in the context of social tourism. The Journal of Tourism and Peace Research, 1(1), 42-59.
Ozdemir, I., & Met, O. (2012). The expectations of Muslim religious customers in the lodging industry: The case of Turkey. Current Issues in Hospitality and Tourism Research and Innovation, Zainal A, Radzi S, Hashim R, Chik C, Abu R (eds). London: Taylor and Francis, 323-328.
Pew Research Center (2012). Religion & Public Life. The Global Religious Landscape－Muslim. Pew Research Center. Retrieved from：http://www.pewforum.org/2012/12/18/global-religious-landscape-muslim/
Shafi S, Booy R, Haworth E, Rashid H, Memish ZA. (2008). Hajj: health lessons for mass gatherings. Journal of infection and Public Health. 1(1), 27-32.
Shaimaa Khalil (2010, August 13). Halal holidays in the sun. BBC News. Retrieved from http://news.bbc.co.uk/2/hi/programmes/fast_track/8901976.stm
Timothy, D. J., & Iverson, T. (2006). Tourism and Islam: considerations of culture and duty. In Tourism, religion, and spiritual journeys, 186-205.
Wang K. C., Hsieh A. T., & Huan T. C. (2000). Critical service features in group package tour: An exploratory research. Tourism Management, 177-189.
Woodward, S. C. (2004). Faith and tourism: Planning tourism in relation to places of worship. Tourism and Hospitality Planning & Development, 1(2), 173-186.
Zamani-Farahani H, Henderson JC. (2010). Islamic tourism and managing tourism development in Islamic societies: the case of Iran and Saudi Arabia. International Journal of Tourism Research, 12(1), 79-89.