MALAYSIAN ACCOMMODATION READINESS TOWARDS SHARIAH … · Quran, prayer mat upon request •...

© 2016. Islamic Tourism Centre, Ministry of Tourism & Culture, Malaysia. All Rights Reserved. No part of this

publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic or

mechanical, including photocopying, recording or otherwise, without written permission of the publisher.

MALAYSIAN ACCOMMODATION READINESS TOWARDS SHARIAH-COMPLIANCE

16 February 2017 | Ankara, Turkey 9TH COMCEC TOURISM WORKING GROUP MEETING

Background

• 10th Malaysia Plan

• Economic Planning

Unit (EPU)

• July 2015 – January

2016

• University Malaya

Consultancy Unit

(UPUM)

9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey

Objectives

• To present the trend and take stock of the

current situation of the hotel industry in

Malaysia;

• To provide an overview of Shariah compliant

practices by accommodation providers in

Malaysia; and

• To gauge the level of readiness of hotel

owners and management companies towards

the concept of SCA.


Methodology

4

Methodology

Primary Data Secondary Data

Qualitative Quantitative

Interviews

Investors (10) Associations (3)

Accommodation Providers (23)

Regulators (3) Tourists (10)

Survey

Accommodation Providers (328)

Tourists (3258)

International (1404)

(718 M 686 NM)

Domestic (1854)

(1346 M 508 NM)

Reports Journal Articles

Newspapers Websites


Awareness and Readiness for Shariah Compliance Accommodation

5

Awareness on the SCA Concept

• Level of understanding towards SCA concept

varies;

6

TOURISTS

• Level of understanding varies

• Majority thought SCA only relates to food and beverages

• Some associate it with facilities

ACCOMODATION PROVIDERS

• Majority have heard of SCA

• Majority know the meaning of SCA

• Understanding criteria is relatively low

REGULATORS

• State concerns on tourist negative perception towards Islam and the word Shariah

• Promote the use of Muslim-friendly as a better terminology


Level of Readiness to Implement SCA

• Level of readiness for Full-Shariah Compliance

is low;

7

TOURISTS

• Only certain Muslim target market are particular with full-compliance

• The rest claimed that partial compliance is acceptable

ACCOMODATION PROVIDERS

• Majority of the hoteliers are willing to provide facilities like Quran, prayer mat upon request

• Numerous hoteliers have provided prayer rooms and halal food

INVESTORS

• Readiness among investors are low because of lack of standardization on Shariah compliant attributes

• A high percentage are reluctant to conduct additional renovations to comply with Shariah


SCA Attributes

8

+ Surau / Musolla

+ Halal Kitchen

+ Qibla Sign

+ Sejadah

+ Some Restaurant are Halal certified

+ Quran (translation)

9

Attributes can be

Implemented


+ Separation of facilities and services

+ Staff wear Shariah compliant attire

+ No alcohol

+ Renovation to fit the Shariah requirement

+ Marketing and promotion

+ Quran in all rooms

+ Guest with proper attire

+ Appoint dedicated Shariah officer

10

Attributes Hard

to Implement


SCA Challenges

11

Key Challenges

12

• Acceptance of headquarters or accommodation provider owners

• Other guest's perception on the word 'Shariah'

• Current practices are sufficient for our target market

• Too risky to invest due to market uncertainties

• Attaining Halal certification

• Brand positioning does not suit Shariah compliance

• To comply would entail higher costs

• Might lose other target market

• Adhering to the strict requirements


13

Session With Industry Players : Outcome of the “Study on The Readiness of Malaysian Accommodation Towards Shariah Compliance” 15 July 2016 | Malaysia Tourism Centre, Kuala Lumpur


WAY FORWARD

14

HOTEL CLASSIFICATION HOTELS / ROOMS

5 104 / 35,411

4 151 / 35,908

3 289 / 47,373

2 315 / 23,670

1 271 / 14,838

15

Malaysia’s Hotels Statistics

No. of Hotels in Malaysia - 2,734 hotels

No. of Rooms - 220,626 rooms

Total Hotels 1,130 / 157,200 Source: Min. of Tourism & Culture, Malaysia As of December 2016


MFA Rating

• Based on several existing mechanism:

Accommodation ratings imposed by the Ministry of Tourism & Culture Malaysia (www.motac.gov.my); and

MS2610:2015 Muslim-Friendly Hospitality Services Requirements

• MFA rating be classified into three: Silver, Gold and Platinum.

• Voluntary adoption 16


17

Rating Accommodation Facilities and Environment

Silver Information of

mosque

location,

religious

attraction and

halal food

eateries

available at

reception

and/or website.

Qibla pointing

signage in room,

bidet in

bathroom,

prayer mat and

Quran in room.

Dedicated

prayer room at

decent location

with ablution

facilities.

Halal food

availability either in

the accommodation

or nearby locations.

Gold Information of

mosque

location,

religious

attraction and

halal food

eateries

available at

reception

and/or website.

Qibla pointing

signage in room,

bidet in

bathroom,

prayer mat,

Quran, printed

prayer schedule

in room.

Dedicated

prayer room

with ablution

facilities and call

for prayer.

Halal kitchen with

halal certification, at

least one restaurant

serves only halal

food and alcohol

free beverages and

prepared by

Muslims.

Dedicated hours for

ladies usage of

facilities i.e.

gymnasium and

swimming pool.

Platinum Information of

mosque

location,

religious

attraction and

halal food

eateries

available at

reception

and/or website.

Qibla pointing

signage in room,

bidet in

bathroom,

prayer mat,

Quran and

printed prayer

schedule in

room and call

for prayer.

Dedicated

prayer room

with ablution

facilities,

resident imam

and call for

prayer.

All kitchen and

restaurants serve

only halal food and

alcohol free

beverages, use

exclusive utensils;

and food and

beverages prepared

by Muslims.

Separate

gymnasium, spa and

health facilities,

enclosed swimming

pool for ladies and

Shariah compliant

entertainment and

recreational

activities.

The majority

of Muslim

staff with

proper dress

code and

display guest

dress code at

the

accommodat

ion entrance.

Dedicated

Shariah officer

overseeing

overall Shariah

operation, and

commitment

to Zakat and

charity.


www.itc.gov.my

18

Islamic Tourism Centre ITC_MY ITC_MY

MALAYSIAN ACCOMMODATION READINESS TOWARDS SHARIAH … · Quran, prayer mat upon request •...

Documents

Transcript of MALAYSIAN ACCOMMODATION READINESS TOWARDS SHARIAH … · Quran, prayer mat upon request •...