malaysian accommodation readiness towards shariah … · quran, prayer mat upon request •...
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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.
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
Methodology
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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
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
Awareness and Readiness for Shariah Compliance Accommodation
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Awareness on the SCA Concept
• Level of understanding towards SCA concept
varies;
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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
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
Level of Readiness to Implement SCA
• Level of readiness for Full-Shariah Compliance
is low;
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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
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
SCA Attributes
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+ Surau / Musolla
+ Halal Kitchen
+ Qibla Sign
+ Sejadah
+ Some Restaurant are Halal certified
+ Quran (translation)
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Attributes can be
Implemented
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
+ 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
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Attributes Hard
to Implement
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
SCA Challenges
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Key Challenges
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• 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
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
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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
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
WAY FORWARD
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HOTEL CLASSIFICATION HOTELS / ROOMS
5 104 / 35,411
4 151 / 35,908
3 289 / 47,373
2 315 / 23,670
1 271 / 14,838
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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
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
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
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
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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.
9TH COMCEC TOURISM WORKING GROUP MEETING 16 February 2017 | Ankara, Turkey
www.itc.gov.my
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Islamic Tourism Centre ITC_MY ITC_MY
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