CONCEPTUAL FRAMEWORK OF ISLAMIC BRAND IMAGE FOR HOTEL INDUSTRY IN MALAYSIA

Nor Azlina Kamarohim1 ; Nadiatul Natasha Mohd Fawzi2 ; Manisah Othman3

Department of Management and Marketing, Faculty of Economics and Management,Universiti Putra Malaysia, 43400 Serdang, Selangor

Malaysia123

azlinakm@upm.edu.my1, tshafwzi@gmail.com2, manisah@upm.edu.my3

ABSTRACT

The main objective for this study is to identify the factors of Islamic brand image of hotel

industry in Malaysia. From this main objective, it highlights to examine the impact of Islamic

brand image to customer’s hotel choice and to explore an appropriate model of Islamic brand

image of hotel industry in Malaysia. By constructing a conceptual framework of Islamic

brand image for hotel industry will build a differentiation advantage in the marketplace that

will increase their overall image with long term sustainability. Definitely, recent trends in

modern tourism marketing have changed tremendously, and study of a conceptual framework

of Islamic brand image for the hotel industry is increasingly becoming considerable to keep

pace with this change. In this conceptual paper, we have summarized the literature on

currently prevailing concepts and approaches on Islamic brand image for the hotel industry.

In this paper also discuss some interview result from consumer overview about their

understanding toward Islamic brand image in hotel industry based on their knowledge,

experiences and challenges in setting up this new concept of hotel brand image that will

allow us to identify the conceptual framework of Islamic brand image, and therefore will

assist the hotel industry to enhance their marketing efficiency and effectiveness.

INTRODUCTION

Tourism industry is a larger international industry with huge potential for growth. For many

countries, it is an increasingly important source of income, employment and wealth. Besides

that, it can be the largest of multinational activities which accounts for a larger share of

foreign exchange receipts and export earning than any other industry. Sheller and Urry (2004)

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said that tourism is the largest industry in the world and emphasized the mobility produced by

tourism in that it affects individually all around the world.

Malaysia is one of the Asia’s most popular tourist destinations. Malaysia was ranked the third

top travel destination in Asia and the Pacific region, after China and Hong Kong, by the

UNWTO World Tourism Ranking for the year 2014. Besides being an active business and

meetings, incentives, conferences, and exhibitions destination, Malaysia also depends on its

diversified cultural and natural heritage sites and entertainment infrastructure to attract a

considerable leisure market.

In 2006, Malaysia took a holistic approach towards halal goods and services because it

realized that halal sector would be the new source for the country’s economic growth. From

2006 until 2010, Malaysia has synchronized its strategy on developing halal product and

services industries. Currently, Malaysia is looked upon as a progressive Islamic and business

friendly country especially in tourism industry for both Muslim and Non-Muslim world

communities.

In order to attract more tourists to Malaysia, brand image play an important role for the

tourism industry. Brand image for tourism industry construct a conceptual framework that

creates differential effects on customer responses to the marketing of tourism industry.

Considering Malaysia is an Islamic country, brand image toward Islamic perspective for

tourism industry plays an important role as antecedents of brand image that assist tourism

industry to keep touch within customers’ memory for long period of time. As the importance

of Islamic brand image for the tourism industry for now to attract more Muslim or non-

Muslim tourist it’s might be to engaged to develop construct the conceptual framework of

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Islamic brand image and enhance a good memory into customers mind in the perception of

the tourism industry. The conceptual framework indicates of the antecedents of Islamic brand

image for tourism industry especially in Malaysian hotel industry. In fact, the antecedent of

Islamic brand image is a task to build and hold a Islamic brand image in customer’s mind for

future customer’s mind. In this view, the conceptual framework of Islamic brand image for

tourism industry will have great significance in today’s tourism marketing environment.

Basically, the conceptual framework of brand image is one of the essential blocks of

customer-based brand equity that underlies as perceptions about a tourism brand which

reflected by the brand associations apprehended in customer’s memory (Keller,2008). From

that, it is acknowledge that the conceptual framework of Islamic brand image for tourism

industry plays an important role as antecedents of brand image that supports tourism industry

to keep touch within customers’ memory.

With this background, these papers try to present a conceptual framework of Islamic brand

image for the tourism and focus on Hotel industry. This paper discussed a conceptual

framework and its managerial implications that include halal food, facilities and

accommodation and service and operation that are based on the thorough out review of the

existing literature.

SIGNIFICANCE OF CONCEPTUAL STUDY FOR TOURISM INDUSTRY

Tourism industry effects positively on Malaysia economy for increasing foreign exchange

earnings and employment opportunities. The numbers of tourist arrivals are increase year by

year. However, this number has slightly decreased in 2015 compared to previous year.

According to Minister of Tourism and Cultural, Datuk Seri Mohamed Nazri Aziz, the reasons

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for the decline were knock- on effect of economic downturn, the East Coast flooding disaster

and the incident involving Malaysia Airlines and Air Asia (The Malay Mail Online, 2015).

Besides that, the government has allocated amount of fund to tourism industry besides

providing sufficient basic infrastructure. Malaysian government has been spending RM1.8

billion under the Ninth Malaysia Plan (2006- 2010) on upgrading tourist destinations and

infrastructure, as well as on marketing promotions in major sources markets. In addition,

based on the 10th Malaysian plan, it is targeted to be among top ten of the world largest global

tourism receipt by 2015 (Mohd Fadil & Mohd Zulkifli, 2012). To achieve this target, the

Ministry of Tourism has developed many strategic transformation plan towards year 2020

where Malaysia is targeted to become fully develop country. From this plan, Malaysia

tourism industry is expected to achieve a target of 36 million tourist arrivals and RM168

billion in tourism receipts (Malaysia Tourism Office). Besides that, in the plan, the ministry

has identified the several potential areas to focus on which to provide affordable luxury

accommodation, to create family fun activities, to organize more events and entertainments,

to create nature adventure activities and to provide more facilities for business tourism.

In this concept of study, the Islamic brand image framework for the tourism industry is

developed through halal food; facilities and accommodation; service and operation. All these

tools use as latent variable for this conceptual framework to explore the significance of the

concept study in the tourism industry. Indeed, this conceptual framework uses valuable tools

to construct the Islamic image of the tourism industry.

In this concept of study, the Islamic brand image framework for the tourism industry is

developed through halal food; facilities and accommodation; service and operation. All these

tools use as latent variable for this conceptual framework to explore the significance of the

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concept study in the tourism industry. Indeed, this conceptual framework uses valuable tools

to construct the Islamic image of the tourism industry.

CONCEPT OF ISLAMIC TOURISM

In previous time, many researchers conducted in Islamic tourism in many countries such as

Malaysia, Egypt, Iran and Saudi Arabia. They found that Islamic tourism is popular among

Muslim tourists. Islamic tourism is one of the new phenomenon emerged from the growth of

Halal industry (Zakiah et al., 2015). Islamic tourism is the travel activities of Muslim

whereby the staying in places outside of their usual environment (Duman, 2013). According

to Islamic Tourism Centre (2011), Islamic tourism involved any activity, event and

experience undertaken in a state of travel that is in accordance Islamic rules such as good

intention (niat), appreciation for greatness of Allah and strengthen faith and teaching.

The publisher, Abdel-Sahib Al-Shakry (2007), explains what the meaning of “Islamic” in the

context of tourism in nine points, which can be summarized in three main blocks: first, the

revival of Islamic cultures and the spread of Islamic values; second, economic benefit for

Islamic societies; and third the strengthening of Islamic self-confidence, identity and beliefs

in the face of negative stereotyping in comparison to other cultures and lifestyles. Al-

Hamarmeh & Steiner (2004) defined Islamic tourism in three main concept; economic,

cultural and religious conservative.

Tragedy of Sept 11th in 2001 gave huge impact to tourism industry. International

Organizations, governments and private business acted to prevent a possible collapse of this

industry. They have been constructed to ignore the structural crisis and to concentrate all

activities in short term measures and recovery plans. For instance, new international

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marketing strategies, campaign to improve image and encouraging domestic and intra-

regional tourism (Al- Hamarneh & Steiner, 2004).

Undoubtedly, the relationship between Muslim and western nations also poor after this

tragedy (Henderson, 2003). The tourist from Middle East avoided to travelling to US and

Europe because the negative image of Arab Muslims among American people, which led to

Muslims of Arab origins being unwelcome in the US.

In different finding by Jabil (2010), he said that Sept 11 th gives new dimension impact to

religious tourism ideas towards emerges of Islamic tourism. In a few Islamic countries

especially Middle East and North Africa, Islamic tourism is an alternative tourism and been

practiced so many years. Egypt, Iran and Pakistan are the example of countries that taking a

serious and special emphasis towards Islamic tourism in their tourism development agenda

and plans. This support by Nazifa (2011). In her research, she point out that Sept 11 th in US

gave obvious huge impact to halal tourism market. Number of tourist arrivals from West Asia

have drastically increases, from 186, 821 arrivals in 2006 to 245302 arrivals in 2008.

Besides that, tourist from Middle East to Europe and US dropped drastically after Sept 11 th

(Battour, Ismail, & Battor, 2010) This is because of the shift to another Muslim countries

such as Malaysia. They are looking for hospitality can respect to their belief. In additions,

after Sept 11th United Arab Emirates (UAE) has been increasingly attracting Muslim Middle

Eastern tourist. In recent year, UAE has become a popular attraction for regional short term

vacation. They find common culture a source of security and destination attractiveness (Al-

Hamarneh & Steiner, 2004). Therefore, as Halal matters advancing tourism industry, many

Muslims and non- Muslims countries are taking this opportunity to capture Muslims tourists

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market by providing the tourism products, facilities and infrastructures to cater their needs.

For example, Dubai investment agencies have invested in Halal tourism through the

introduction of Islamic hotels, which becoming increasingly popular, in the aim to profit from

regional investments in tourism sector. This hotel serve only Halal foods, no Alcohol and

provide women’s floor in order to provide a need of Muslims travellers (Battour, Ismail, &

Battor, 2010).

CONCEPT ISLAMIC HOTEL IN MALAYSIA

Malaysia aspired for the Islamic countries to be an Islamic tourism hub in the world. Being

an Islamic country, Malaysia has the capability and ability to cater to the needs of Islamic

tourist, for instance, introduce to Islamic hotel or Halal hotel in order to achieve this Islamic

hub status. Islamic hotel or Halal hotel is refer to Sharia Compliance Hotel (SCH) that follow

the principles of Islam. It can also be defined as hotel where services offered and financial

transactions are based on completely Sharia principles, not only limited to serving halal food

and beverages but also for health, safety, environment and the benefits on economic aspects

of all people, despite any race, faith or culture. The whole operation will also be manage

based on Sharia principles.

There are difference between Islamic and conventional hotel. Islamic hotel concept is

concerned toward the halal, followed Sharia rules and pleasure of Allah. Meanwhile,

conventional hotel is only concerned toward the profit, customer’s satisfaction and sometimes

cause customer exploitation as the implementation of high price on the product (Webster Jr.,

1988). Moreover, the other different between Islamic and conventional tourism can be seen

through elements, which theoretically the same but are different in term of practices and

behaviour (Abdullah, Hamali, & Abdullah, 2013).

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In marketing term, Wilson (2012) said that Islamic marketing is a value maximization

approach that acts as an acknowledgement of a God- conscious approach to marketing which

associated with Sharia rules. In Islamic hotel context, it is presumes that Islamic marketing

have been implement however the hotelier does not aware of it. According to Saeed and

Azmi (2014), the Islamic marketing has adopt the conventional marketing that also consist

the 4P’s elements namely product, price, place, and promotion. This elements are work

together to satisfy the customers’ want by using the religious requirement. It emphasizes

value maximization that customer might get rather than chasing only for profit maximization

and on this basis, Islamic marketing is necessary to be implemented (Hassan, Chachi, &

Latiff, 2008)

Besides, all the goods and services of the hotel industry designed according to Islamic law

and offered to Muslim markets are considered part of Halal Hotels in Malaysia. The

standardization and certification of hotel services in Malaysia are ruled by Ministry of

Tourism. The Ministry has introducing a comprehensive standard for halal products through

MS 1500:2004 (Malaysian Standard: Halal Food- Production, Preparation and Storage-

General Guidelines (Second revision 2009) and has a number of laws regulating halal

products and services such as the Trade Descriptions Act 2011. While, Malaysia Department

of Islamic Development (JAKIM) is the authority body that given the certification of Halal

Hotel. This set of guidelines was developed by the Department of Standard Malaysia under

the Ministry of Science, Technology and Innovation with close involvement of JAKIM, the

relevant government agencies, universities, industry players and non- governmental

organizations. The standard as the practical guidelines or manual for the food industry on the

preparation and handling of halal food, including nutrient supplement, and to serve as a basic

requirement for a food product and food trade or business in Malaysia. Moreover, the Manual

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Procedure of halal Certification Malaysia produced by JAKIM covers Halal certification

application procedures, inspection, monitoring and enforcement which servis as guidelines

for the food manufacturers. The hotels that use halal tourism concept are compulsory to obey

and follow all the legal requirements of JAKIM directives.

It is also found that the style of SCH in Malaysia is not only gives services on Halal food but

covers all field with the attribute of SCH by Choufany (2009) and Henderson (2010). The

figure 2 shows the set of attributes of Sharia- Compliant Hotel requirement in Malaysia

according to Choufany (2009) and Henderson (2010). From the illustrated figure below, it

shown that full service of SCH is composed of no alcohol, serve halal food only, provide

separate recreational facilities for men and women, all female floors, prayer room, facilitate

of bidets in the bathroom, Quran and Prayer mats available in each room, bed and toilet

positioned so as not to face the direction of Mecca, appropriate entertainment, conservative

staff dress especially women staff and predominantly Muslim staff and also practice Islam

funding.

Adopted by: Choufany (2009) and Henderson (2010)

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Sharia- Compliant Hotel

Requirement

No alcohol

Conservative staff dress

Predominantly Muslim staff

Halal food only

All female floors

Quran & Prayer mats available in

each room

Separate recreational

facilities for men & women

Prayers room

Islamic funding

Approperiate entertainment

Bidets in the bathroom

Bed& toilet positioned so as not to face the

direction of Mecca

WHAT IS ISLAMIC BRAND IMAGE?

Keller (1998) underlies that brand image has long been recognized as an important concept in

marketing and although marketers have not always agreed about how to measure it, one

generally accepted view is that brand image is consumers’ perceptions about a brand, as

reflected by the brand associations held in consumer memory. Keller (208) mentions in that

creating a positive brand image takes marketing programmes that link strong, favourable and

unique associations to the brand in memory. Meanwhile, brand image is the current of

customer’s view about a brand. It can be defined as a unique bundle of associations within

the minds of target customers. Low and Lamb (2000) said brand image is the reasoned or

emotional perceptions customer’s associates to specific brands.

Build a good and positive brand image is important as it is a perceived value of the product

and services of the organization. The organization should highlight their mission and vision

to have a positive brand image which are unique logo reflecting organization’s image, slogan

describing organization’s business in brief and identifier supporting the key values.

According to Ryu et.al (2012), developing a good perceived value is the goal of every service

provider due its potential impact on repeat purchasing behaviour and profits.

As such, in developing strong brand image within tourism industry, many marketing and

branding decision affect the Muslim consumer are usually based on a Western style (Zakaria

and Abdul-Talib, forthcoming). Studies that look at marketing and branding decision

processes from an Islamic perspective need to follow to the Islamic guidelines and standards

to attract the Muslim consumer directly and also non-Muslim indirectly. Islamic brand image

is too broad and more than halal. It has all these Islamic values and following the Islamic

guidelines. Islamic brand consists of goods and services with quality and image related to

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Islamic economics, business, Islamic management and marketing or al- din as the universal

and comprehensive way of life.

According to Mohd Yusof (2014), brand can be closely linked to emotions, even more so

when religious is involved such as distinction becomes necessary for companies in Islamic

markets understand a religious implications. The understanding of Halal and Islamic brands

is very crucial and if Muslim consumers are not encourage and nurture, the Islamic brands

will be may remain as cultural products and the status of being Halal is temporal.

Nevertheless, until now there seems to be no specific understanding of Islamic brand image

term (Copinath, 2007), therefore to avoid confusion and reduce the likelihood of improper

use, the term Islamic brand image was analysed by several scholars. From Alserhan (2010)

view, the true Islamic brands are Halal produced in an Islamic country and meant for Muslim

consumers, meanwhile traditional Islamic brands originating produced in Islamic countries

and targeting Muslim consumers, assumed to be Halal.

Islamic brand is also a brand that refer to the image of Islamic complied goods and services

(Osman, 2012). It is not a brand that consist of prohibited elements such as alcoholic drinks,

pork, harvest, and gambling or casino activities. Instead, they are goods and services with all

mankind according to the purposes of Islamic Sharia as a basis. Islamic brand is image not

only of halal goods that exclude what have been mentioned as Haram in Al- Quran and Al-

Sunnah like alcohol drinks and pork but also of goods that are harmful to health.

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CONCEPTUAL FRAMEWORK OF ISLAMIC BRAND IMAGE FOR TOURISM INDUSTRY

Concept of Halal Food & Beverage

The demand for Halal food is on the increase and is now widely accepted. According to

Aniza et al. (2013), the global market for Halal products today is an enormous and rapidly

growing Halal is no longer related to religious obligation or observance, but it can be

considered as the standard of choice for Muslims as well as non- Muslims worldwide. The

Muslims’ awareness towards halal concept is also increase and this has opened up the

demand for halal foods in compliance with their religious requirement.

Halal food and beverage is main concerned of Muslims. In general, consumer’s attitude and

behaviour towards food are determined by individual and environmental factors, such as

marketing, information, situation and food specific properties. Religion is the potential

factors that will shape consumption decision, especially among Muslim. According to

Pettinger et al. (2004), religion can influences consumer’s attitude and behaviour in general,

as well as food purchasing and eating habits in particular. For example, in Hindus societies,

they are vegetarian and very strict with their food. Thus, religion play important role as one

of the most influence factors in food choices (Dindyal, 2003).

Moreover, the religion factors on food consumption depends on the religion itself and on the

extent to which individuals follow the rules and teaching of their respective religion (Rezai

et. al, 2012). Besides that, as Muslims, they have to obligate to a set a dietary laws intended

to advance their well- being. According to Vermeir & Verbacke (2005), religious motives is

not only determine of the Halal consumption but health, hygiene, being friendly to

environment, respect for animals; welfare and social issues have also determining factors

influencing it. The faith or belief of food have become very important to consumers.

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According to Halal and Food Safety Institute, halal means permitted, allowed, authorized,

approved, sanctioned, lawful, legal, legitimate or licit. In term for food for Muslims can be

define as (1) free of, and not made of, or containing ay part or substance taken or extracted

from animal which re forbidden to be consumed by Muslims, according to Islamic laws; (2)

not containing any substances, which is declared as filth according to Islamic Laws; (3) not

prepared, processed, produced or manufactured using utensils, equipment and machinery

which are not free filthy substances as directed by Islamic laws; and (4) during preparation,

processing or storage, it should not come into contact or be in close proximity with any food

which do not fulfil the requirements or any substances declared as being filth according to

Islamic law.

In addition, Halal or permissible is essentially a way of life and is not solely confines to the

types of food is a vital component for sustenance needed to lead a meaningful life (Rezai et

al., 2010). Mohd Robin (2004) defines Halal as a general term which means permitted,

allowed, authorized, approved, sanctioned, lawful, legal, legitimate or licit. The word ‘Food

for Muslims’ or ‘Food certified Halal’ or having similar meanings can be defined as follows:

anything not contaminated or made in part by substances derived from animals which are not

allowed to be consumed by the Muslims or not containing substances which are declared as

filth to Islamic laws. Halal is not just about what the Halal is but how it is prepared. It

emphasizes safety, hygiene and wholesomeness of food, process attributes and “halalness”

(Rezai et al., 2010; Rezai et.al, 2012). In short, Halal is a typical belief process attribute even

upon or after consuming the food. Nowadays, halal become a universal concept. As a product

characteristics, Halal is refer to the nature, the origin and the processing method of the food,

which entail similarities with organic food or food that is produced by taking into

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consideration animals’ welfare, sustainability issues, social justice and sustainable

environment (Rezai et al., 2012). It is no longer a concept confined or restricted to the

slaughtering of animals for the consumption of Muslims but encompasses products and

services of the highest quality that meet the ever increasing awareness and needs of non-

Muslim consumers in a demanding market.

In this study, halal food is one of the most significant elements of Islamic tourism especially

to hotel industry in order to access to which is a concern for Muslim travellers. Halal food is

the number one way of meeting the needs of Islamic travellers and is considered by many to

be the top requirement. This is an extremely important part of Muslim culture and involves

the preparation of food in accordance with Islamic law. For instance, hotel with halal kitchen

serving halal food and beverages, should also be free of alcohol drinks and no pork (Rizal et

al., 2013).

As early mention, their increase in awareness with the halal food make the opportunities to

the hoteliers and marketers. The hoteliers and marketers need to understand how the

consumers, construct their preferences according to their religious orientation as this will help

support the selection of appropriate target markets and provide a basis for hotel marketing-

controlling activities. Moreover, this will provides the hotel managers with the information

necessary for successfully tailoring products to market segments by communicating the

benefits of food with a segment (Aniza, Noreina, & Syakinah, 2013). Moreover, hotel

manager and hoteliers need to understand the actual requirement for Halal certificate and

standard in order to capture the growing market. The Malaysian Halal food standard and

certification program has been accepted and was used by FAO or Codex commission in the

preparations of the Codex halal standard (Ahmad, 2004). Hence, it is also necessary for hotel

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in Malaysia to take a holistic approach in serving Muslims need and practices the procedure

standard by comply with Halal certification. The halal certification can be used as a

marketing tools in promoting the Halal service (Rajagopal et al., 2011). Zailani et al. (2011)

added the hotels with Halal certification in their kitchen and premises can give an added

value and competitive advantages to the hotels to attract not only the foreign but also the

local customers.

In Malaysia, JAKIM is the authority body that give certified of Halal certification with

cooperation with others government agencies such as State Islamic Religious Department

(JAIN) and State Islamic Religious Council (MAIN). According to the statistics released by

JAKIM, there were only 390 hotels awarded with Halal certification. The number of Halal

certification of Hotel/ Kitchen Hotel/ Restaurant Hotel issued by JAKIM was 131 hotels and

the other 259 hotels were issued by JAIN. From the statistics in 2011, the number of hotels in

Malaysia is 1,574 including resorts, but only 366 hotels or less than 25 percent were awarded

with Halal certification for food served in their premises.

There are important of halal certifications of the hotel because it effects the hotel

performance (Rizal et al., 2013). Razalli et al. (2012) indicates that Halal certification process

have a positive effects on six dimensions of hotel performance which are personnel

qualification, employee motivation, multi- skillness of employees, efficiency,

environmentally conscious and cost saving. From the study, Razalli et al. (2012) also argued

that the well- established Halal certification practice can make the hotel achieve the green

performance. In another study conducted by Marzuki, Hall & William (2012), they found that

the Halal certificate is perceived to have a factor of customer trust and return visits. In

addition, Halal certification practices must be aligned to the organizational or hotels

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objectives in order to be effectives. Marzuki et al. (2012) also argued that the Halal

certification is very prevalent in hospitality industry such as hotels and restaurants.

Concept of Hotel Facilities & Accommodations

In recent years, the way people spend their vacations has many changes. They like to spend

great times with family or friends while at the same time exploring several of traveller’s

places all around the world. As the result, the tourism industry has seen an unprecedented

growth. Hence, it is also give tremendous growth in accommodation facilities (Johnpaul,

2016). Johnpaul (2016) added comfortable hotels and accommodation facilities play a very

important role in popularizing and attracting any tourist destination. For instance, if the

tourists get enjoys the same facilities and feel comfort as they enjoy at their home, then they

are bound to become attached to the places. In contract, if they end up at the place where the

hotels and accommodation facilities are not satisfactory, it is quite likely that they might

never return to the place.

Several scholars regards accommodation as a basic, functional business within tourism

industry. Hotels constitute proportion as a sub- sector of tourism accommodations business.

Hotel is consider as a commercial accommodation. The accommodation of the hotel is a

provider of food and other services essential to the tourist experience. Besides that, the

accommodations also include rooms, facilities such as spa, gym, restaurant and others

services provided to the guests. Hani Lashin (2004) defined hotel as a place away from home

that provides paid lodging, meals and other facilities for travellers and tourist for short term

by maintaining the security. The facilities including spa centre, massage, tennis court, health

club, conference room, banquet room, business centre, laundry service, in room

entertainment, WIFI or fast internet, gift shop, saloon, signature outlet, bars, casino, valet

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parking, concierge, nightclub, cinema, shopping centre and travel desk. From the study, she

agreed that the majority of standard hotel’s profit comes from room department in term of

prices and cost. The other facilities and accommodations as stated above are the

complimentary as an added value for the guest and few of them are chargeable. Most of the

facilities above also are a common facilities provided in hotels except bars, casino and

nightclub that cannot be applicable for Islamic & halal hotels.

Nowadays, most of the hoteliers, marketers, and business players pay greater attention to the

notion of Islamic hotels, characterised by prayer facilities, halal food, a ban on alcohol and

gender segregation for certain amenities (Henderson, 2016). The term "sharia compliant" is

sometimes applied and is accurate for properties in conservative Muslim countries such as

Saudi Arabia, which are already bound by Sharia law, whereas Dubai in the United Arab

Emirates is less restrictive. Therefore, there are some attributes of facilities and

accommodation of Islamic Hotel as explained by some scholars. According to Henderson

(2003) and Al- Hamarneh & Steiner (2004), Islamic hotels have free- accommodations, no

in- door disco or nightlife hotel, provide gender- segregated fitness and sport facilities to

avoid free mixing between males and females, offer separate swimming pools and

recreational facilities, availability of prayer- rooms on site, women floor and Islamic

entertainment programs. The availability of prayer room is considered as one of the crucial

facilities for Muslims. In some studies, other researchers discussed about the religious

facilities and information such as the location of nearby mosques or prayer ties and nearby

halal restaurant (Din, 1989). Zakiah & Fadilah (2013) indicated that the location of the hotel

that near to mosque may influence Muslims tourist’s preferences when making hotel

reservations.

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Henderson (2016) clarified Muslims travelling for purposes of business must also be taken

into account. Hoteliers should therefore be familiar with Muslim needs and address concerns

about food and prayers as far as possible. This can be achieved by ensuring that menus are

suitable, copies of the Quran are placed in hotel rooms and information about places of

worship is readily available (New Strait Times, 2016).

In Malaysia, there are many existence hotels that provide some facilities and activities in line

with the Islamic values. For example during Ramadhan and fasting season, some hotels

organize the Bazaar Ramadhan, Ramadhan Buffet for “iftar”, “sahur” meal and prayer room

to perform solat tarawih (Junainah & Norazla, 2015). This guideline also stress on the hotel

services during Ramadhan month (SIRIM, 2014). It is pertinent to note that Muslim tourists

especially form West Asia increasingly sensitive and wanted access to more sophisticated

holiday destination. Besides that, as Malaysia towards the formation of Islamic Hotel, there

are a few hotels currently serve basic facilities to fulfil the Muslim tourists’ need and it

known as Muslims- friendly hotel. For instance, PNB Darby Park Hotel and Putra Hotel,

Kuala Lumpur.

Concept Of Hotel Service & Operation

Understanding the hotel services and operations are not easy. Hani Lashin (2004) constructed

hotel’s operation to six elements; room facilities, food and beverage, recreational facilities,

banquet facilities, other facilities and safety and security.

In this study, there are still no written formal requirement of classifications of Islamic hotels

as it seems that the development and operation are similar with the operation of a standard

hotels (Rosenberg & Choufany, 2009). Based on study conducted by Zakiah & Fadilah

(2013), Islamic hotels can be defined as hotel that provides services in accordance to Sharia

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principles and to ensure the hotel operating and managed in accordance of Sharia principles.

Norain et al. (2015) added Islamic hotel defines as a hotel that is governed by Sharia standard

which go beyond the concept of dry and halal hotels. In additions, it is important to Islamic

hotel having a standard because it will increase the customer confidence of the practicing of

Sharia principles all the time whether in its products, instruments, operations, practices, and

management (Sabtu, 2012; Junainah & Norazla, 2015). Therefore, the government had

develop the Muslim Friendly Hospitality Service Requirements (MS2610:2015) in January

2015 (ITC, 2015). With the development of this standard, it gives a guideline to all players in

tourism industry especially the hoteliers. Moreover, by having this standard Malaysia is also

one step ahead from other countries in terms of providing halal hospitality which is known as

the heart of Halal tourism sector.

The Islamic hotel service and operations can be included operations, the human resource or

staff management, financial management, and hotel’s interior and design as suggested by

Rosenberg and Choufany (2009). For operations, the hotel must run and follow according to

Sharia and Islamic laws. All the permissible elements need to be practices in the hotel

operation. For example, the hotel can designate a special area restaurant not serving alcoholic

beverages. Unmarried couples are not allowed to check in, which means that the hotel should

request the marriage certificate upon checking in. Besides, the hotel should not allow any

drug-dealing activities within its premises.

For the operating of staff management, the hotel must be predominantly with Muslims staff

with a proper Islamic dress code (Junainah & Norazla, 2015). In addition, Islamic cultures

often require female housekeeping and room staff. Dress codes in Islamic cultures are mainly

concerned and therefore hotels must be sensitive to the concerns many Islamic travellers

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have. For example, practicing by De Palma hotel, there are compulsory for female staff to

wear Muslim dress code which proper covering the area.

For financial management operation, Zakiah & Fadhilah (2014) suggested that the funding

operations of the Islamic hotel should adopt Sharia- compliant contract and the owners of the

hotels or the hoteliers must pay their zakat. Stephenson et.al (2010) further added that as far

as Islamic funding is concerned, the finance used to operate a hotel should be compliant with

Sharia regulations and in fact, the hotel owner must contribute a proportion of revenue to

Zakat (Charitable acts). On the other hands, the hotel development and the hotel operation

should be financed through financial arrangement in order to fully respect the Sharia

principle and Islamic finance rules.

For the hotel’s interior and design, the design of the hotel include the building an d

decoration of the hotel should not display any art similar he human or display any form

jewels which does not reflects any sign of symbol of living being and layout of furniture must

meet the Sharia principles (Wan Shahida et el., 2011; Zakiah & Fadilah, 2013). Stephenson et

al. (2010) provided extensive guidelines, focused more on the room interior in accordance to

the Muslim needs such as prayer room, Qiblat directions, and toilet not facing to Mecca. In

other words, it is simply about creating the right themes, ambiances, architecture, and any

contingent support that would make the Muslim customers feel at ease during their stay

(Rizal et al., 2013).

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A conceptual framework of Islamic Brand Images for Tourism Hotel Industry

RESULT AND ANALYSIS

There are 14 respondents that have been selected for this study. A sample of respondent was aged between 21 to 30 years old, 31 to 40 years old and 41 to 50 years old. The main reason for selecting three different segments of respondents is to identify the similarities and differences of respondents’ perception toward Islamic brand image and Islamic brand image of hotel industry. The detail profiles of the respective respondents are illustrated in Table 1 as stated below:

Table 1: Detail Profiles of Respondents

Respondent Age Sex Race Religious Occupation

Respondent Y1

36 Female Malay Muslim Government

Respondent Y2

30 Female Malay Muslim Student

Respondent Y3

43 Female Malay Muslim Housewife

Respondent Y4

27 Female Malay Muslim Private

Respondent Y5

30 Female Others (Arabian)

Muslim Private

Respondent X1

31 Male Malay Muslim Private

Respondent X2

22 Male Malay Muslim Student

Respondent 28 Female Malay Muslim Student

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Costumer's hotel choiceIslamic Brand Image

Halal Food

Facilities and Accomodation

Service and Operation

Y6

Respondent Y7

25 Female Malay Muslim Private

Respondent Y8

25 Female Malay Muslim Private

Respondent Y9

25 Female Malay Muslim Private

Respondent X3

31 Male Others (Pakistani)

Muslim Student

Respondent X4

43 Male Chinese Christian Private

Respondent X5

35 Male Other

(Nigerian)

Muslim Student

Discussion

Islamic Brand Image

a) Fulfilled the Sharia- complianceMost of the respondents agreed that the meaning of Islamic brand image is the products or services are appealing strictly on being Sharia- compliant. Respondent X4 stated that “Islamic brand image is a brand that promote and facilitate Islamic way of livings and facilitate them to produce, consume and live accordingly”. Respondent Y5 mentioned “it is related to behaviour and attitude as a Muslim lifestyle”. Respondent Y7 also mentioned that “brands that show the Islamic image in terms of appearance and sharia- compliance.”

b) Islamic values and uniquenessRespondent Y1 affirmed that “Islamic brand image is product or services that show the Islamic values and it must have a uniqueness compared to conventional.” Respondent Y3 also mentioned that “Islamic brand image must carry Islamic values”. Respondent X5 voiced out that “the Islamic brand image is a symbol that shows a sign of Islam.” Respondent Y1 also added her opinion that, “the Islamic product in Malaysia is still unclear in the market”

c) Good and safe to consumeMost of the respondents agreed that the meaning of Islamic brand image is something good and safe to be consumed. Respondent Y2 said that “Islamic brand image is something good to be consume for Muslims”. Respondent Y4 stated that “it is confident and consumer feel secure to consume it.” Respondent X3 mentioned that “it must be pure, sincere and safe”.

d) Halal issue

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Halal is most important issue when related to Islam consumers and Islamic products or services. Most of respondent agreed that Islamic brand image is something halal to be consumed. Respondents X1, Y2, Y7, Y8, and Y9 agreed with this statement. Meanwhile, respondent Y6 added that, “besides the halal, the product’s ingredients also must use natural and halal resources.”

Islamic Brand Image of Hotel Industry

a) Fulfilled Sharia- complianceMany of the respondents agreed that Islamic brand image of the hotel industry must fulfilled Sharia- compliance. Firstly, most of the respondent mentioned of halal food and beverage serve in the hotel. Respondent Y3, Y5, Y6, Y7, Y9 and X4 stated that “the hotel with Islamic brand image must serve halal food and beverage with no alcohol drinks in their restaurant.”

Secondly, their mentioned that the Islamic brand image of hotel need to have rules restrictions. This mentioned by respondents Y2 and Y3. Moreover, Respondent Y2 opinion that “the hotel must regulate the Islamic rules especially the prohibited and permissible rules, for example some hotels have regulate the couple customers need show their married certificate to check- in, while the unmarried couple are strictly cannot stay in the hotel.”

Respondent X1 view of Islamic brand image of the hotel industry is “the operation of the hotel must be manage by the Muslim.” This support by respondent X2, he said that “the procedures and the management must according to Islam.”Besides that, the hotel must have a Sharia- compliance staff or workers too. This stated by Respondent Y7. Moreover, Respondent Y3 also said that “the staff must cover their aurat either male or female.”

b) Muslim- Friendly Facilities and servicesMost of the respondents agreed that Islamic concept of hotel need to have a Muslim- Friendly facilities. Respondent Y1, Y6, Y8, Y9 and X4 voice out the hotel with Islamic brand image must have prayer room or surau facilities for Muslim. Respondent X4 added “Besides than the prayer rooms facilities, the environment of the hotel also must relate with Muslim culture.” Respondent Y2 and Y5 agreed that “the hotel must provide Muslim prayer facilities such as prayer mat and azan time.” Respondent Y6 also added “the hotel must have an ablution place to ease the Muslim customers who stay in their hotel.”

Separate facilities among the male and female also is one of the view perceptions when the hotel with Islamic brand image. Respondent X2 and Y8 affirmed that “the facilities of the hotel must be separate between male and female section such as the swimming pool and gym.”

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Meanwhile, the service of the hotel also important to show that the hotel have Islamic brand image. Respondent X2 said that “as the hotel is Islamic, all the service also must follow the Islamic rules.” Respondent X3 proposed that “hotel with Islamic image, the service treatment and fairness to customers. He mentioned that “the Islamic brand image is an added value to the hotel, therefore, the service must be excellent.”

Besides that, all of activities in the hotel also must be control by the hotel management, so as not violate Islamic rules. Respondent X5 said “Halal brand that will show and notify that all the activities are in line with Islamic perspectives.” Respondent X2 added that “the hotel must control the social boundaries between male and female especially in using facilities provided in the hotel.”

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