may-june. 2020 | @Halal
According to Dogan (2010), Islamic Tourism is an activity by Muslims for
relaxation and entertainment in hospitality organisations to attract Muslims
to a particular destination by applying Islamic principles. Islamic tourism
strictly follows Islamic values. It is a new ethical dimension of tourism which
attempts to include the aspect of ethics.”
for Muslims was found to have a direct
influence on tourist’s satisfaction. (Khan et
al., 2013). Tourists will visit again or share
their good experience on excellent quality
services that they received to their friends.
Religion-affiliated sites near a hotel
or throughout the destinations have a
significant impact on a Muslim tourist’s
choice of travel destination and hotel. Precious
islamic artefacts around the hotel
or frequent travellers’ destination such as
mosques, islamic architectural beauty and
museums of islamic arts are considered
important factors when it comes to choosing
hotels. islamic arts and architecture
were found to have a significant impact on
a Muslim tourist’s choice of hotel and travel
destination (Hashim et al., 2007).
also significant is the availability of
prayer facilities at tourist spots and public
premises (hospitals, offices, R&R, shopping
malls, theme parks, offices).
Muslim-friendly travel packages
including those of seasonal festivities, i.e.
Ramadan, Eid-ul Fitr and Qurban, Muslimfriendly
healthcare facilities throughout the
country, precious islamic artefacts around
the country are also considerations.
such islamic attributes of travel destination
have been found to have significant
influences on Muslim tourists’ satisfaction.
There is a substantial relationship between
halal food availability and tourist choice of
hotel and comfort. This development, however,
comes with its issues and challenges
which hotels in Malaysia face.
The concept of Halal Hotel includes services,
financing and other activities designed to
attract and are carried out to comply with
islamic laws and regulations. Muslim tourists’
needs are strictly addressed. islamic
tourism is about following all the islamic
rules and sharia in providing the services.
This includes providing Halal food, prayer
facilities, Muslim-friendly tour packages,
religion-affiliated sites and general morality.
Besides that, other quality standards are
established and put in place to maintain the
consistency of halal practices and integrity.
These factors seem to influence Muslim
tourists’ satisfaction directly.
according to Kamaruddinet. al, (2012),
Muslim tourists decide where to stay in
Muslim countries as well as for religious
motivation depending on seeking for pleasure
and blessings from allah (God) to avoid
wrongdoings, to travel to those places to
satisfy God and for their leisure. also, Muslim
sites are considered one of the key elements
for such religious-based travellers. Malaysia
is moving forward to get this recognition
and to become a halal centre for Muslim
visitors/travellers around the world.
islamic tourism and sharia-compliant hotels
in Malaysia and related quality system have
received lots of interest in travel tourism
The key in Malaysia’s
success is that a
commitment is required
to activate the whole
industry to make Muslim
travel as a priority market
for the destination.
with the growth of the Muslim population.
The travellers from the Middle East and
other Muslim countries have indirectly and
directly forced some of the leading tourism
industries to consider what is halal and nonhalal.
suppliers in the Malaysian sector with
halal certification and practice of shariacompliant
hotels as well as accommodations
guidelines started promoting their hotels to
attract Muslims, signalling that they fully
comply with the religious needs of Muslims.
some of the factors that influence Muslims
who practice, understand and wish to follow
islam have been taken into consideration,
and the tourism sector is addressing their
needs in the name of islamic Tourism.
The key in Malaysia’s success is that a
government-led commitment is required
to activate the whole industry to make
Muslim travel as a priority market for the
destination. This has led to it becoming
the best destination for Muslim visitors in
the world with all facilities and services.
However, being one of the top players in
the Muslim travel market does not come
without any challenges. Malaysia has to plan
very carefully and strategically to market
itself among the Muslim market and at the
same time to overcome the sentiments and
prejudice by the non-Muslims towards the
image of Malaysia as an islamic country.
This is very important so that the Malaysian
tourism industry will not only depend on
Muslim travellers, but also tourists from all
over the world.