Konsep pelancongan Muslim daripada perspektif operator pelancongan di Malaysia

Abstract

Muslim tourism is now being viewed as a distinctive tourism concept due to the perception that there is a high demand from potential tourists who emphasize on the importance of Islamic characteristics and values. The trend seems to be on the rise in Malaysia judging from the increased popularity of Muslim-theme tourism package services, including to international destinations. However, understanding of the definitions, characteristics, and attributes of Islamic-based tourism remains the subject of continuous debate, discussions and arguments due to the confusion in the actual concepts of the terms ‘Muslim Tourism’, ‘Islamic Tourism’, and ‘Halal Tourism’, or in general, religious or spiritual tourism. The definitions of these concepts are frequently interchangeable and overlapping. Therefore, this study aims to determine the concept and characteristic of Muslim tourism services from the perspective of tourism service providers whilst inter-relating them with the motivation for religious or spiritual tourism. To this end, this study used a qualitative approach method focusing on the perspective of tour operators who have the capacity of introducing and are offering the Muslim-concept tourism packages. Twenty-one tour operators who are registered members of the Malaysian Association of Tour and Travel Agents (MATTA) and meet the criteria for this study and are actively providing online (Internet-based) Muslim tourism package services were chosen. Data were collected using face-to-face interview method. A thematic analysis method was used to analyse interview transcription to develop the relevant sub-themes. Based on the findings, a Muslim tourism system framework from the perspective of tour operators was derived to gain insight into the interrelationship of the Muslim tourism travel concept. The framework covers three phases of Muslim-tourism process i.e. the package provision phase of the Muslim tourism concept, the during-travel phase, and during-visitation of the destination phase. The framework delineates the particular characteristics that differentiate between the definition and concept of religious-based tourism, especially in the context of Muslim tourism. The definition was formulated from the concept of ‘inclusiveness’ and ‘exclusiveness’, which can be understood using three components namely tourism characteristics, operations, and activities. The implications of this research are important in helping stakeholders to understand the position and importance of Muslim tourism from the context of holistic tourism so that plans for the development of this tourism sector will live up to its true meaning and purpose.