Exploring the implementation of islamic friendly hotel practices in Malaysia

Abstract

The increasing demand on Islamic products and services has led hoteliers in Malaysia to provide more Islamic friendly hotel services to fulfil the Muslim tourists’ needs. Therefore, this study examined the implementation of the concept of Islamic friendly hotel at selected hotels in Malaysia. Despite many attempts to study Islamic friendly hotel, previous studies focused on concept and characteristics while a limited number of studies explored how hotels implemented the concept of Islamic friendly services. This study applied the diffusion of innovation theory as a guiding theory and used the qualitative approach via in-depth interview, expert interview and non-participatory observation at ten hotels in Kuala Lumpur, Shah Alam, Malacca and Johor Bahru. The findings of the interviews and observations were analyzed using the thematic analysis technique. The role of the top management as champion, organizational context, and marketing strategies were found to be the organizational drivers, while the role of government as change agent, government policy, change in travel behaviour among Muslim travellers were identified as the environmental factors leading to the adoption of the concept of Islamic friendly hotel. Implementation wise, these Islamic friendly hotels faced challenges such as the short-term consequence of conversion to an Islamic friendly hotel, compliance with Halal certification standards, varied practices of Islamic friendly hotel and capacity management in peak seasons. This study found that room amenities, availability of prayer room for guests and Halal food were the most popular features while Islamic akad, Islamic snacks, guest facilities, and community activities were the least popular services provided by the Islamic friendly hotels. Academically, this study adds to the existing literature on service innovation and Islamic friendly hotel. Incorporating the diffusion of innovation, this study is able to explain the implementation of the concept of Islamic friendly hotel from the perspective of supply. From the managerial perspective, this study raises the issues and highlights the challenges faced by Islamic friendly hotels for the benefit of other hotels intending to implement Islamic friendly hotel.