THE 10th ISLAMIC BANKING, ACCOUNTING AND FINANCE INTERNATIONAL CONFERENCE 2022
(iBAF 2022)
Towards a Muslim Friendly Destination: Innovation Implementation in Kampungstay Desa Murni, Pahang
Suhaida Herni Suffarruddin
Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia (USIM), Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan Malaysia
Tel: +606 798 6304 E-mail: [email protected]
Abstract
A Muslim-friendly destination is not only a great attraction for Muslim tourists but also a popular destination for tourists from different religions that keen to explore the uniqueness of Islam. The growing interest among tourists offered an opportunity to change the current scene of the tourism industry in Malaysia, especially for the homestay program, a door to cultural tourism products. Indeed, the Muslim-friendly destination concept has contributed to the income generation of the tourism industry in Malaysia. However, the challenging environment has forced businesses to innovate in order to remain globally competitive in line with the development of the homestay program. Interestingly, the literature review analysis revealed that innovation is pivotal in the development of homestay program. Therefore, this study highlights the innovation implementation in homestay program that directly contribute to the concept of Muslim-friendly homestay. An in-depth interview conducted with the selected homestay coordinator uncover that the innovation includes three elements, namely privacy and safety, facility and environment, and cleanliness and comfort. This outcome is beneficial to the industry stakeholders as it serves as a benchmark for them in planning the strategies for homestay program development. Moreover, the Muslim-friendly homestay concept in Malaysia has contributed greatly to the growth of cultural tourism. It can be concluded that the implementation of the innovation is mutually beneficial, i.e., for Muslim homestay operators and tourists from Malaysia and around the world.
Keywords: Muslim-friendly destination; innovation; homestay program; rural tourism
1. Introduction
Innovation is economically profitable and creates a competitive advantage as well as can have a positive impact on business performance. This is crucial in the tourism sector as well, which is one of the most competitive industries in the economy (Backman et al., 2017). This growth includes rural tourism, which is regarded as having great potential as a travel destination due to the originality and distinctiveness of its own goods, which include the natural beauty, the diversity of customs, and the local culture (Mapjabil & Ismail, 2015). This is consistent with the idea of a homestay program as a form of cultural tourism, which is also some of the most popular accommodations in Malaysia.
The homestay program was initiated in 1995 with the intention of giving tourists unique experiences, such as accommodation, food and beverage services, cultural interactions, and local products (Ramele & Yamazaki, 2020;
Suffarruddin et al., 2021). Each homestay program has a distinctive offering, and they are urged to develop to satisfy tourists’ demands. Accordingly, various new economic generation activities ought to be highlighted in order to help companies come up with creative survival plans (Quaye & Mensah 2018). To help the government reach its goal of making the country one of the top tourist destinations for Muslims, efforts are being made to make the homestay program one of the Muslim-friendly destinations (Bernama, 2022). Therefore, industry players should constantly innovate in order to remain globally competitive and be more sensitive to the emergence of new government policies and initiatives to ensure that the innovations implemented are in line with national goals. This involves making an effort to maintain Malaysia at the forefront as a Muslim-friendly destination while being the first choice for tourists.
However, based on previous studies, the focus on implementing innovations in the tourism industry is limited (Sakdiyakorn & Sivarak, 2016; Suffarruddin et al., 2021). Similar to Malaysia, no studies of innovation were found that focus on components of Muslim-friendly destinations; instead, research on innovation in homestay program only related to specific areas, such as Sarawak (Keling & Entebang, 2017) and Kedah (Suffarruddin et al., 2021; Hashim et al., 2015). Therefore, the purpose of this study is to investigate the implementation of innovations in homestay program that directly contribute to the concept of Muslim-friendly destinations.
2. Literature Review
2.1 Development of the Malaysian Homestay Program
In Malaysia, the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) created a homestay program as a tourism product that provides tourists with the chance to experience a new way of life and culture (Ahmad et al., 2014). Tourists participate in the homestay program by staying with foster families, interacting, and learning about rural communities' cultures (MOTAC, 2022). Each homestay program is managed by a coordinator, who works with the participants to carry it out. Participants are homestay operators, rural enterprises, and communities (Keling & Entebang, 2017), while coordinators are in charge of overseeing the operations of each homestay program (Mapjabil et al., 2017).
The most prevalent services provided by the homestay program are lodging, experiences through rural activity packages, and SME businesses (Suffarruddin et al., 2021; Aziz & Othman, 2015). Tourists are accommodated by the operators, staying with the hosts and experiencing family life (Kunjuraman & Hussin, 2017). The rural experience package encompasses culture, lifestyle, economic activities, recreation, and the natural environment (MOTAC, 2022). SME businesses refer to goods created by the community and marketed to tourists (Ismail, 2015).
According to information from MOTAC (2020), there were 115% more tourist arrivals in 2019 than there were in 2011. This growth demonstrates how the homestay program is becoming a more sought-after vacation spot for both domestic and international tourists. Based on these successes, the government now has the chance to make good on its promises to continue making Malaysia the best Muslim-friendly destination for tourists.
2.2 Muslim Friendly Destination
The most crucial factor in developing innovation for a destination is the singularity of the tourist’s experience Nowadays, the concept of Shariah and Muslim-friendly tourism has become a trend in the global economy, as well as the main tourist attractions that can be offered in the tourism market (Santoso et al., 2021). This includes all aspects, including accommodation, food and beverage, finance, and lifestyle products. According to Jalasi et al. (2020), for most Muslims, adherence to religious principles is the most important thing when it comes to travel accommodation. As Muslims, they must follow the halal and haram rules in all aspects of their lives as Muslims, including when they travel. Many nations are beginning to provide their tourism products with a focus on the new lifestyle trends.
A Muslim-friendly destination is not only a great attraction for Muslim tourists but also a popular destination for tourists of other religions who want to learn about the uniqueness of Islam. The growing interest of tourists provides an opportunity to change the current scene of the tourism industry in Malaysia, especially for the homestay program, a doorway to cultural tourism products. In fact, the Muslim-friendly homestay industry has contributed to the revenue generation of the tourism industry in Malaysia. Accordingly, homestay operators should therefore be more innovative in their accommodation offerings to be comparable with other Muslim- friendly accommodations. Based on Rashidi et al. (2015) study of the homestay program in Selangor, several criteria for an Islamic built environment were identified to be considered, applied, and practiced. These include the quality of accommodation in terms of facilities and needs of tourists, the cleanliness and hygiene of the homestays and the surrounding environment, and the safety of the homestays and tourists.
Since such studies are still limited, this suggests that previous researchers have not taken accurate measurements to assess the criteria of Muslim-friendly destinations in the homestay program. Therefore, this chapter highlights the innovation implementation in homestay program that directly contribute to the concept of Muslim-friendly homestay.
3. Research Methodology
To achieve the objective of exploring the innovation implementation in homestay program that directly contribute to the concept of Muslim-friendly homestay, a qualitative approach was used through an in-depth semi- structured face-to-face interview method to gather more information (Creswell 2014). This method is also consistent with what previous researchers have proposed to answer the question of how and why innovations are implemented (Sakdiyakorn & Sivarak 2016), especially in homestay program (Hashim et al. 2015).
Therefore, Kampungstay Desa Murni was selected based on several criteria including (i) has been established for more than ten years; (ii) has at least ten registered operators; (iii) still operating and actively accepting tourists;
and (iv) show a good performance on tourists’ arrival.
In this study, the coordinator is responsible for answering all questions because he has more information about the development of homestay program. In addition, a coordinator was appointed because of their extensive experience in village administration and played a role in improving the local economy (Mapjabil et al. 2017). The
interviews conducted were recorded. Then, the data were analyzed using the content analysis technique and manually categorized according to the appropriate themes and subthemes.
4. Research Finding
Based on the interviews, it was discovered that three criteria—privacy and safety, facility and environment, and cleanliness and comfort—can be used to classify the implementation of innovations relating to Muslim- friendly destinations.
4.1 Privacy and Safety
References The most significant innovation is the introduction of the idea of kampungstay in an effort to bring hospitality tourism in line with Muslim-friendly destinations. This innovation is a way of thinking about lodging for tourists who remain apart from the host. According to the coordinator,
"Over time, after 5 to 10 years, the accommodation has changed towards kampungstay. A number of rooms were constructed next to the homestay"
"We have built a house that has eight rooms. When tourists come with families or more people, they can stay there”
The findings demonstrate that the majority of homestay operators have created the idea of this type of accommodation by renting out either a room or a house to tourists. The coordinator explained how this innovation was adopted gradually,
" The site of this kampungstay has just one green building there in 2010. Then the traditional houses, cabins and pools were slowly built and finally completed in 2016. By raising the available capital over seven years, it is now possible to get 40 rooms”
"Wooden rooms come in a variety of styles and even take the form of cabins. Standard and family rooms are available. As a result, tourists can select the style of room they prefer.”
One of the expectations from many tourists is this innovation. Especially Muslims, who prefer to stay in a kampungstay because they want privacy. This proves that the innovation of making homestays as Muslim-friendly destinations has been able to diversify the types of accommodations that are more attractive.
Additionally, one of the improvements that some operators have implemented is the enhancement of the bathroom in each room. The coordinator has mentioned,
"Having a bathroom in the room will make it easier for tourists to utilise it"
Without having to share it with the host or other tourists, the tourists can use the bathroom in solitude. The coordinator also addressed this improvement as an effort to maintain religious boundaries regarding aurat between tourists and the host family. This is based on the statement,
"Tourists feel less comfortable walking in and out because the restroom is outside. If it is in the room, they can go to the bathroom anytime without having to walk far and have more privacy”
This shows that this innovation not only provides a more private accommodation but can also protect the relationship between hosts and tourists, as well as the safety of all parties involved.
4.2 Facility and Environment
Providing complete facilities and a comfortable environment is an important aspect of tourist accommodation.
The addition of air conditioning to the rooms is one of the improvements done to homestays. The coordinator claims that many hosts have adopted this idea to improve comfort, particularly for tourists from other countries who are exposed to different weather. The coordinator mentions,
"Operators install their own air conditioners depending on their capabilities. Almost 80% of the rooms have air conditioning, which is typically preferred by local and international tourists”
In addition, host family operators have implemented a number of initiatives for tourists’ comfort, including the installation of water heaters, and providing refrigerators, mineral water, kettle and coffee. They want to make
sure that the rooms are complete with necessary things and make it easier for tourists to prepare their own drinks like in a hotel.
4.3 Cleanliness and Comfort
Footnotes It was also mentioned that the homestay program has focused on enhancing the cleanliness of the rooms to promote tourist comfort and ensure a conducive environment. The coordinator's statement that,
"The room conditions for the tourists should be better than those of the operator itself"
"Every entrepreneur has mastered the art of folding and arranging sheets. They put it into practice, and the space became more organised and tidier.
Additionally, the coordinator mentioned how much better the cleaning was. Operators were able to supply towels and blankets that were both spotless and of excellent quality. As reported by the coordinator,
"The most crucial factor is that the room is clean; it doesn't have to be a five-star room. In the beginning, we just offered simple accommodations. After being sent to hygiene training sessions, operators will now always ensure that the blankets are clean, the sheets and towels are always changed, and the carpets are not dusty”
Operators are responsible for more frequent cleaning, including washing and replacing equipment in the room.
It is said that these initiatives could give tourists more comfortable ventilation. This can raise the standard of the accommodation, making them happier and more entertaining for tourists. The coordinator further emphasised,
"More frequently, the restrooms are checked to ensure that they are always clean and odour-free.
New soaps should be used instead of the current ones.
5. Discussion
According to the study, the main issue highlighted in the homestay program is the operators' readiness to implement innovation in order to satisfy the requirements of a Muslim-friendly destination. The study's findings demonstrate that the homestay innovation priorities a number of elements, including privacy and safety, facility and environment, cleanliness and comfort, that are congruent with the concept of Islam. Additionally, it was discovered that communication (muamalat) between the host and the tourist is the main maslahah (issue) that prompted the implementation of this innovation. The result showed that because they must share areas like toilets and space, tourists struggle to protect their safety and privacy. This covers the issue of gender segregation among tourists and hosts, which causes privacy invasion and limited mobility. The host should also be concerned about the safety of the tourists. To prevent immorality (maksiat), the accommodation’s environment needs to be secure and peaceful.
In order to create a comfortable environment, proper facilities are also crucial. Multiple amenities in a single space might help keep communication between tourists and hosts to a minimum. This also helps to develop and maintain an Islamic environment in the eyes of tourists. The same holds true for matters of hygiene, where the host must be aware of the ideal level of cleanliness (nazhofah) for tourists. It can be difficult for the host to stress cleanliness when offering accommodations, especially when it comes to the bathroom because it represents the purification of the soul (tazkiyatun nafs). In general, the initiatives of the operators focus more on the awareness level to create an environment of Muslim-friendly destinations that are the top choice for tourists.
6. Conclusion
In conclusion, in order to design a Muslim-friendly destination, the criteria of this Islamic environment must be taken into considered, applied, and practised. Three factors go into making a place Muslim-friendly destination including privacy (sirriyyah) and safety (salaamah), facility and environment (biiah), and cleanliness (nazhofah) and comfort. With an environment in Muamalat, Taaruf, Tazkiyatun Nafs, Aurah, and Ikhtilat, the host is encouraged by these parameters to be more creative in attracting tourists to the homestay program. The outcome is advantageous for the market participants since it gives them a baseline against which to establish their development plans for the homestay program. Additionally, Malaysia's Muslim-friendly homestay model has made a substantial contribution to the expansion of cultural tourism. It may be said that the innovation's implementation benefits Muslim homestay operators as well as tourists from Malaysia and other countries.
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