Innovative Strategy for Muslim-Friendly Hotels (MFH): Responding to Challenges By Prioritizing Islamic Attributes

Retno Santi Sumardi, Anuar Shah Bali Mahomed and Yuhanis Abdul Aziz

International Journal of Economics & Business Administration (IJEBA), 2025, vol. XIII, issue 2, 60-91

Abstract: Purpose: This study aims to identify innovative strategies for Muslim-Friendly Hotels (MFH) in Malaysia, addressing challenges by prioritising underexplored Islamic attributes. Design/Methodology/Approach: While previous studies have examined both the challenges and the Islamic attributes associated with Muslim-friendly hotels, the strategies for overcoming these challenges remain largely underexplored. These strategies are derived from qualitative data collected through interviews with hotel staff and a review of selected academic papers. All the data was analysed with a combination of SWOT and NVivo 14. Findings: Based on the findings, four main strategic approaches were identified in response to the challenges faced by Muslim-friendly hotels: Strength-Opportunity (SO), Weakness-Opportunity (WO), Strength-Threat (ST), and Weakness-Threat (WT) strategies. Practical Implications: The concept of a Muslim-friendly hotel offers a unique approach that distinguishes it from conventional hotels. However, the implementation of Islamic attributes presents several challenges. Originality value: The practical contribution outlines several innovative strategies for hotel managers and owners, particularly those in Muslim-friendly hotel categories.

Keywords: Muslim-friendly hotel; strategies; SWOT analysis; NVivo analysis; qualitative study. (search for similar items in EconPapers)
JEL-codes: L83 L86 M31 O31 Z12 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ers:ijebaa:v:xiii:y:2025:i:2:p:60-91

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