Exploring Muslim-Friendly Services and Halal Tourism in Sarawak:
Stakeholder Perspectives
Keywords:
halal tourismreadiness, tourism service providers, Sarawak, Islamic tourismAbstract
Sarawak is increasingly recognised as a promising Muslim-friendly destination, with its tourism sector actively developing to attract more Muslim tourists. Zamani-Farahani and Eid (2021) suggested that Islamic Tourism should support sustainable development by promoting ethical travel practices that align with Islamic teachings, including environmental respect and community support. Globally, many countries are capitalising on the economic potential of Muslim travellers by offering halal-certified services and amenities. This study adopts a qualitative approach to explore such opportunities in Sarawak by conducting in-depth interviews with the key stakeholders involved in the Islamic tourism sector, such as Muslim-friendly tour guides, mosque visit guides, and providers of Muslim-friendly accommodations. Additionally, insights were gathered from international Muslim tourists visiting the region. On-site observations of various tourist attractions provided further understanding of local Islamic tourism implementation of Islamic tourism packages. The findings emphasise the importance of ongoing collaboration among stakeholders and industry players to enhance the capacity of Sarawak's Islamic tourism industry. These efforts focus on addressing Muslim visitors’ needs through initiatives that standardise practices in alignment with Malaysia’s broader Islamic Tourism Industry guidelines. Such initiatives aim to build Sarawak’s reputation as a credible Islamic tourism destination. The study addresses a significant gap by providing qualitative data on the perceptions, satisfaction, and expectations of international Muslim tourists regarding Muslim-friendly services in Sarawak. It also sheds light on how local stakeholders operationalise Muslim-friendly facilities and practices in the region. Ultimately, this research highlights the potential socio-economic benefits of Islamic tourism for Sarawak and underscores the strategic role of industry cooperation in advancing Muslim-friendly tourism offerings. By fostering authentic and inclusive travel experiences tailored to Muslim tourists, Sarawak can strengthen its position within the global Islamic tourism market and contribute to sustainable regional development.
References
Ab Hamid, S. H., Abdul Aziz, Y., Abd Rahman, A., & Ali, M. H. (2018). Implementing big scale halal tourism in Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(16), 304–318.https://doi.org/10.6007/IJARBSS/v8-i16/5134
Aidi-Zulkarnain, N., & Ooi, S. K. (2014). Tapping into the Lucrative Halal Market: Malaysian SMEs Perspective. International Journal of Business and Innovation, 1(6), 12–22.
Al-Ansi, A. & Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing & Management, 13, 51-60. https://doi.org/10.1016/j.jdmm.2019.05.007
Ayyub RM. (2015) Exploring perceptions of non-Muslims towards Halal foods in UK. British Food Journal. 2015; 117 (9): 2328–2343. https://doi.org/10.1080/08974438.2013.723997
Aziz, Y. A., & Chok, N. V. (2013). The role of halal awareness, halal certification, and marketing components in determining halal purchase intention among non-Muslims in Malaysia: A structural equation modeling approach. Journal of International Food & Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997
Aziz, Y. A., Rahman, A. A., Hassan, H., & Hamid, S. H. (2016). Exploring the Islamic and halal tourism definition. In S. A. Jamal, S. M. Radzi, N. Sumarjan, C. T. Chik, & M. F. S. Bakhtiar (Eds.), Innovation and Best Practices in Hospitality and Tourism Research: Proceedings of the Hospitality and Tourism Conference 2015 (HTC 2015), Melaka, Malaysia, 2–3 November 2015 (pp. 139–144). CRC Press, Taylor & Francis Group. https://doi.org/10.1201/b19162
Battour, M. M., Ismail, M. N., & Battor, M. (2010). Toward a halal tourism market. Tourism Analysis, 15(4), 461–470. https://doi.org/10.3727/108354210X12864727453304
Battour, 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. https://doi.org/10.1002/jtr.824
Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practices, challenges and future. Tourism Management Perspectives, 19, 150–154. https://doi.org/10.1016/j.tmp.2015.12.008
Battour, M., Ismail, M. N., Battor, M., & Awais, M. (2017). Islamic tourism: An empirical examination of travel motivation and satisfaction in Malaysia. Current Issues in Tourism, 20(1), 50–67. https://doi.org/10.1080/13683500.2014.965665
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa. [accessed Jun 04 2025]
Crescent Rating. (2012). Halal Travel Frontier 2020 Report. Singapore.
Creswell, J. W. (2014). Educational Research: Planning, Conducting and Evaluating Quantitative and Qualitative Research (Fourth Ed). England: Pearson New International Edition.
Dealwis, C. Affidah, M. and Aiza, J. (2022). The Perceptions of Non -Muslim towards halal tourism: A case study in Kuching, Sarawak. Proceedings in Borneo Islamic International Conference; Vol. 13, 01-12, Majmuah Enterprise, Kuching, Sarawak.
Department of Statistics Malaysia. (2026). Demographic Statistic Malaysia, First Quarter 2026. Available from: https://www.dosm.gov.my/portal-main/release-content/demographic-statistic-malaysia-q12026 [accessed Jun 24 2025]
Dhar, P. (2013). Zakat as a measure of social justice in Islamic finance: An accountant’s overview. Journal of Emerging Economies and Islamic Research, 1(1), 1–11. https://doi.org/10.24191/jeeir.v1i1.9118
Din, K.H. (1989), Islam and tourism: patterns, issues, and options, Annals of Tourism Research, 16(4), 542-563.
Dugan, B. (1994), Religion and food service, The Cornell Hotel and Restaurant Administration Quarterly, 35 (6), 80-85.
Euromonitor International. (2015) Doing business in the halal market: products, trends, and growth opportunities. Available from: http://go.euromonitor.com/white-paper-business-halal-marketproducts-trends-growth-opportunities.[accessed Jun 24 2025]
Geobey, S., Westley, F. R., & Weber, O. (2012). Enabling social innovation through developmental social finance. Journal of Social Entrepreneurship, 3(2), 151–165. https://doi.org/10.1080/19420676.2012.726006
Halal Malaysia. (2014) Manual Prosedur Pensijilan. Available from: myehalal.halal.gov.my [accessed June 24 2026].
Hashim, N. H., Murphy, J., & Hashim, N. M. (2007). Islam and online imagery on Malaysian tourist destination websites. Journal of Computer-Mediated Communication, 12(3), 1082–1102. https://doi.org/10.1111/j.1083-6101.2007.00364.x
Ishak, M. I., & Ibrahim, B. (2020). Form of Rukhsah for prayer in critical situation. International Journal of Academic Research in Business and Social Sciences, 10(4), 359–370. https://doi.org/10.6007/IJARBSS/v10-i4/7139
Islamic Tourism Centre. (2022, September 15). Sarawak further strengthens its Islamic tourism ecosystem with Islamic Tourism Centre. Ministry of Tourism, Arts and Culture Malaysia. Islamic Tourism Centre.
Islamic Tourism Centre. (2026). Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR). Ministry of Tourism, Arts and Culture Malaysia. Available from: https://itc.gov.my/v2/muslim-friendly-tourism-and-hospitality-assurance-and-recognition [accessed June 24 2026].
Javed, N. (2007). Islamic Hotel Branding and Muslim Hospitality. Available from: https:// www.salesvantage.com/ article/1143/Islamic-Hotel-Branding-Muslim-Hospitality. [accessed June 24 2026].
Laderlah, S. A., Rahman, S. A., Awang, K., & Che Man, Y. (2011). A Study on Islamic Tourism: A Malaysian Experience. IACSIT Press, Singapore, 17, 184–189.
Laldin, D. M. (2008). Introduction to Shariah & Islamic Jurisprudence (2nd Edition). Kuala Lumpur: CERT Publication Sdn Bhd.
Malaysian Tourism Statistic in Brief,(2024) Available from: https://data.tourism.gov.my/frontend/pdf/New_Final_Malaysia%20Tourism%20Statistics%20in%20Brief%202024.pdf.[accessed June 24 2026].
Ministry of Tourism, Arts and Culture Malaysia. (2020). Pelan Induk Pelancongan Islam 2020–2025 (Islamic Tourism Master Plan 2020–2025). Putrajaya: MOTAC.
Mohammad Luthfan Jeffri (2021). Exploring the Resources and Development of Halal Tourism in Japan. Master’s Dissertation Ritsumeikan Asia Pacific University, Graduate School of Asia Pacific Study.Kyoto, Japan.
Nakyinsige K., Che Man Y.B., Aghwan Z.A., Zulkifli I., Goh Y.M. & Abu Bakar F. (2013) Stunning And Animal Welfare From Islamic and Scientific Perspectives. Journal of Meat Science. 95 (2): 352–361. 10.1016/j.meatsci.2013.04.006.
Regenstein, J. M., Chaudry, M. M., & Regenstein, C. E. (2003). The kosher and halal food laws. Comprehensive Reviews in Food Science and Food Safety, 2(3), 111–127. https://doi.org/10.1111/j.1541-4337.2003.tb00018.x
Open DOSM (2026) Kawasanku. Available from: https://open.dosm.gov.my/dashboard/kawasanku/Sarawak [accessed June 24 2026].
Razzaq, S., Hall, C. M., & Prayag, G. (2016). The capacity of New Zealand to accommodate the halal tourism market—or not. Tourism Management Perspectives, 18, 92–97. Available from: https://doi.org/10.1016/j.tmp.2016.01.008 [accessed June 24 2026].
Sarawak Tribune (2026) Sarawak records growing trend for halal certification. Available from: https://www.sarawaktribune.com/sarawak-records-growing-trend-for-halal-certification/ [accessed June 30 2026].
Shani, A., Rivera, M.A. & Severt, D. (2007). To bring god’s word to all people: the case of a religious theme-site. Tourism: An International Interdisciplinary Journal. 55(1): 39-50.
Suleaman, N. (2010). The birth of halal holidays. The Guardian, 28.
Stephenson, M. L. (2014). Deciphering ‘Islamic hospitality’: Developments, challenges and opportunities. Tourism Management, 40, 155–164. https://doi.org/10.1016/j.tourman.2013.05.002
Surah Al-Ankabut: 20 in Islamic Tourism: The Characteristics, Concept and Principles. Available from: https://www.researchgate.net/publication/342985649_Islamic_Tourism_The_Characteristics_Concept_and_Principles [accessed Jun 24 2023].
Tourism Malaysia. (2017). Malaysia Tourism Statistics in Brief. Available from https://www.tourism.gov.my/statistics [accessed June 24 2025].
The Quran and the Translation. (2014). Mushaf Aminah. PT Sygma Examedia Arkanleema.
Ulfy, M. A., Haque, A., Karim, M. W., Hossin, M. S., & Huda, M. N. (2021). Tourists behavioral intention to visit halal tourism destination: An empirical study on Muslim tourists in Malaysia. International Fellowship Journal of Interdisciplinary Research, 1(1), 1–18. https://doi.org/10.5281/zenodo.4459649
UKAS. (2025, August 10). 69.5 Peratus Sijil Halal di Sarawak Dimiliki Pengusaha Bukan Islam Tahun Lepas. Sarawak Premier Department (UKAS)
Waharini, F. M., & Purwantini, A. H. (2018). Model Pengembangan Industri Halal Food di Indonesia. Muqtasid: Jurnal Ekonomi dan Perbankan Syariah, 9(1), 1–13.https://doi.org/10.18326/muqtasid.v9i1.1-13
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Gading Journal for the Social Sciences (e-ISSN 2600-7568)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
License Terms
All articles are published under the Creative Commons Attribution–NonCommercial–ShareAlike 4.0 International License (CC BY-NC-SA 4.0). Full license: https://creativecommons.org/licenses/by-nc-sa/4.0/
