Reflective Journal

 

FUNDAMENTAL OF TOURISM AND HOSPITALITY

DTM 10083

PREPARED BY :

MOHAMAD AIMAN FAHMI BIN NIZAM

17DUP19F1021

PREPARED FOR :

PUAN MAZLINA BINTI JAMALUDIN

Islamic values play a significant role in the travel decisions of Muslim tourists.

Islamic values are just as important as the destination, quality and value for money for Muslims when choosing a holiday destination, according to a new study by the University of Portsmouth.

The research found that when choosing a halal holiday (one that allows Muslim tourists to go on a holiday while remaining true to their religion), Muslim's travel destinations are based on a combination of 'consumption' values (associated with accommodation, airline, entertainment), 'personal' values (fun, enjoyment, security) and Islamic religious values, such as Iman (faith).

Islamic values, related to aspects such as halal food, segregated facilities for men and women, prayer facilities and avoiding haram, were found to play a significant role for Muslim's in their expectations of a halal holiday.

The study, published in the latest issue of the International Journal of Tourism Research, recommends that tourism and hospitality companies develop products and services that are Sharia- compliant. With the halal tourism market expected to be worth more than USD 200 billion by 2020 (Global Muslim Travel Index GMTI, 2016), such initiatives would enable tourism and hospitality firms to demonstrate their cultural responsiveness to this emerging sector.

Lead author of the study Dr Padmali Rodrigo, Research Fellow in Marketing at the University of Portsmouth, said: "Given the growth in Halal tourism, understanding the values that influence Muslim consumers travel decisions are important as it would allow companies to provide a unique and authentic travel experience to Muslims, which would make them feel safe, secure and welcomed. Therefore, we argue that consumption values need to be broadened to include religious values such as Islamic values that stem from Iman."

The data for the study was gathered via 21 semi-structured interviews conducted among Sri Lankan Muslims (17 male and 4 female). While the study has limitations, such as interviewees from just one country and the low number of female respondents, the findings provide new insights into expectations of Muslim consumers in theunder-represented halal-tourism market (the share of halal tourism is 12 per cent globally).

Co-author Dr Sarah Turnbull, Principal Lecturer in Marketing at the University of Portsmouth, said: "Merely understanding the values associated with basic consumption expectations are not sufficient tourism and hospitality companies need to pay attention to other factors such as religious and personal values that come into play. It is not possible to understand the behaviour of Muslim tourists without incorporating the Islamic attributes."

5.2 Discuss the significance of Muslim travellers in international and domestic tourism .

This article tells us about importance of Islamic value is significance role in travel decisions. Islamic values are just as important as the destination, quality and value for money for Muslims when choosing a holiday destination . The research found that when choosing a halal holiday, Muslim's travel destinations are based on a combination ofconsumption value, personalvaluesand Islamic religious values, such as Iman (faith).Islamic values, related to aspects such as halal food, segregated facilities for men and women, prayer facilities and avoiding haram, were found to play a significant role for Muslim's in their expectations of a halal holiday.

Muslim Traveler needs

 Muslim consumers travel decisions are also important as it would allow companies to provide a unique and authentic travel experience to Muslims, which would make them feel safe, secure and welcomed. Therefore, they argue that consumption values need to be broadened to include religious values such as Islamic values that stem from Iman.

In tourism industry , muslim have to prayfive times a day. However, the beauty of Islam is that it gives you the option to shorten and combine prayers when traveling. This is the biggest difference we have from other travellers . When Muslims are travelling there are special rulings that should be considered. The distance of the journey and the duration of the stay will play an important factor in deciding if the prayer can be shortened or combined. While there are scholarly differences in opinion in regards to this, it is generally agreed that shortening of prayer (Qasr) is possible while traveling.

  One of the most significant elements of Islamic tourism is halal food, access to which is a concern for Muslim travellers. However, specific consumer protection legislation is not always present outside the Islamic world and there is evidence of improper attribution, which is hard to detect.The accommodation sector is a provider of food and other services essential to the tourist experience. Greater attention is now being given to the notion of halal hotels, halal food, a ban on alcohol and gender segregation for certain amenities. The term "syariah-compliant" is sometimes applied and is accurate for properties in conservative Muslim countries .

As Muslims, some consideration to the activities you can do is important. Muslims can’t spend their nights in clubs drinking and dancing. I know this is the same with many other people and there are personal preferences, however in Islam it is not permissible. When Muslims travel we choose places where we can relax and enjoy ‘other’ fun activities that don’t involve drinking and nightclubs.Movies, entertainment centers, and recreational activities are top on our lists because it gives us the opportunity to have fun in a permissible way.