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TOWARDS THE POSITIONING OF SHARIAH COMPLIANT HOTELSIN KLANG VALLEY: AN EXPLORATORY APPROACH ON ITSATTRIBUTE1*Hazim Aiman, 2 Muhammad Haiqal, 3 Muhamad Naqib Naquiddin 1-3Business School, Universiti Kuala Lumpur, Malaysia Corresponding author: ([email protected])ABSTRACT (10 FONT SIZE, BOLD, ALL CAPS...

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TOWARDS THE POSITIONING OF SHARIAH COMPLIANT HOTELS IN KLANG VALLEY: AN EXPLORATORY APPROACH ON ITS ATTRIBUTE 1*

Hazim Aiman, 2Muhammad Haiqal, 3Muhamad Naqib Naquiddin 1-3

Business School, Universiti Kuala Lumpur, Malaysia Corresponding author: ([email protected])

ABSTRACT (10 FONT SIZE, BOLD, ALL CAPS) Islamic tourism is becoming one of the most appealing aspects of the global travel sector. Many Islamic countries, particularly those that provide amenities for Muslim travellers, have relied heavily on tourism as a source of foreign cash. The hotel providers, on the other hand, claimed to be perplexed regarding the fundamental characteristics of the sharia-compliant hotel; there are numerous unanswered queries from the operators. The goals of this study to explore the attributes contributing towards the positioning of the shariah compliant hotels in Klang Valley. This exploratory approach research paper is created to get the facts on customer awareness regarding the concept and the practices of Shariah Compliant hotel. We use a qualitative approach to study our research thoroughly in this study. In this study, we will conduct semi -structured interviews with our target participants who can explain in detail about their awareness and level of acceptance towards the implementation of Shariah -compliant hotels in our study area. Although awareness is still low on the concept, little by little, the literature is becoming rich in addressing the concept of Shariah Compliant in the Malaysian hospitality industry. This study found that there are a lot of attributes for a four- or five-star hotel to implement an Islamic hotel idea or a sharia compliant hotel concept. This paper presents the positioning of shariah compliant hotels towards an exploratory approach on its attribute in Klang Valley area. Keywords: Keyword1, Keyword2, Keyword3 (Min 3 keywords & Max 5 Keywords)

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1. INTRODUCTION The concept of Syariah Compliant was already established in the Middle East countries for the past few years. It was created by hoteliers to appeal to a niche market that is concerned about religious aspects of Islam. Nonetheless, the rising number of Arab and Muslim travelers, as well as they are the buying power, pushed this idea forward (Henderson, 2010; Stephenson, Russel, & Edgar, 2010). This Syariah Compliant hotel is said to be heavily promoted in Malaysia, as it has the potential to boost the tourism industry (Mohd Yusof & Muhammad, 2010; Razalli, Abdullah, & Hasan, 2012). The demand for Syariah Compliant hotels is rising, and the Middle East is one of the fastest growing areas, with travelers spending more than $4.9 million USD per year (Bahrain Tribune, 2008). This is an opportunity for our country to develop more Syariah-compliant hotels in order to meet the demands of the Islamic market. True Shariah compliance is still ambiguous as most hotel operators do not really understand the concept, leading to misinterpretation. Some hotel

operators are confused between the concept of an Islamic hotel and a Shariah-compliant hotel when they assume the two concepts are the same but actually are not. A hotel that is either dry (no alcohol allowed) or serves only halal food cannot claim to be Syariah Compliant. Enforcement of Halal certificates is not effective enough as they will obtain certificates only to qualify for government events (Md Salleh, Abdul Hamid, Hashim, & Omain, 2014). In addition, hotels should not use slogans such as "provide Muslim-friendly services" as a marketing strategy to attract customers. Earlier scholars stated that hoteliers who must own Shariah-compliant hotels in addition to serving halal and non-alcoholic beverages in the premises are swimming pools and separate floors for women and men, prayer room, Quran, prayer mats and arrows pointing directions Mecca in the room, especially Muslim staff, has no entertainment such as nightclubs, other than Islamic funds and gives back to the community through zakat (Henderson, 2010; Rosenberg 54 & Choufany, 2009, Jurattanasan & Jaroenwisan, 2014). De Palma Hotel has adapted the model with some modifications and declared to be a leader in Syariah Compliant concept in Malaysia with the Halal Journal Award 2011. (Sahida, Ab Rahman, Awang, & Che Man, 2011). It is clear that the concept's positive potential should not be overlooked, and Malaysia should encourage hoteliers to benefit from De Palma Hotel's ideas and implementation of the Syariah Compliant concept. Despite the Universal Crescent Standard Center's commendable initiative in establishing an Islamic quality standard (IQS) as a mechanism for standardizing Islamic principal enforcement, it is debatable to what degree hotel operators are willing to comply with the standard. However, it is hoped that their recommendations will cover all aspects of interior design, operations, and finance (Henderson, 2010; Rosenberg & Choufany, 2009), rather than simply categorize hotels into seven levels of ratings ranging from simple to super excellent luxury (Henderson, 2010; Rosenberg & Choufany, 2009). The concept of a Syariah Compliant hotel requires further clarification in terms of its meaning and characteristics for the purpose of standardization and what constitutes a Syariah Compliant hotel by exploring the difference between shared understanding of the concept and implementation (Mohd Yusof & Muhammad, 2010). In fact, most of the literatures were merely discussed on the concept and attributes of Syariah Compliant hotel while dearth study is looking on the awareness of the customers. Therefore, this study will examine the customer awareness and acceptance level toward the concept and practices of Syariah Compliant hotel which could further help the hotel operators to overcome the challenges and strategize their strategies to tailor the need

of Muslim and non-Muslim customers. The goal of this paper is to explore the attributes contributing towards the positioning of the shariah compliant hotels in Klang Valley. Background of study area The Klang Valley is a Malaysian urban conglomeration centered on Kuala Lumpur and encompassing the state of Selangor's surrounding cities and villages. Although there are differences between the two, it is contiguous with Greater Kuala Lumpur. The Titiwangsa Mountains to the north and east, and the Strait of Malacca to the west, form the geographical boundaries of the Klang Valley. Rawang is located in the northwest, Semenyih is located in the southeast, and Klang and Port Klang are located in the southwest. The conurbation is Malaysia's industrial and commercial heartland. The Klang Valley has an estimated population of 8 million people as of 2012.

Regions The boundaries that make up the Klang Valley are not officially defined; however, it is commonly thought to include the following areas and local governments: 

Federal Territory of Kuala Lumpur o Kuala Lumpur City Hall

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Selangor district of Petaling o Shah Alam City Council o Petaling Jaya City Council o Subang Jaya City Council

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Selangor district of Klang o Klang Municipal Council

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Selangor district of Gombak o Selayang Municipal Council

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Selangor district of Hulu Langat o Ampang Jaya Municipal Council o Kajang Municipal Council

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Selangor district of Sepang o Sepang Municipal Council

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Selangor district of Kuala Langat o Kuala Langat Municipal Council

The origin The valley is called after the Klang River, which begins at Klang Gates Quartz Ridge in Gombak and runs into the Straits of Malacca near Port Klang. The river is directly tied to the area's early growth as a cluster of tin mining settlements in the late 19th century. The region's development was mostly east-west between Gombak and Port Klang, although the metropolitan areas surrounding Kuala Lumpur have since extended north and south toward the Perak and Negeri Sembilan borders, respectively. The transport Despite the fact that the Klang Valley is technically divided among cities and suburbs, there is a high level of integration between them, thanks to a well-developed road network and a growing integrated rail transportation system. With so many expressways crisscrossing the city, driving is the most convenient mode of transportation. However, this has resulted in the Klang Valley's well-known traffic bottlenecks, which sometimes stretch for kilometers along expressways and make driving during rush hour stressful. New rail systems have been developed during the 1990s, including Rapid KL's light rapid transit (LRT), mass rapid transit (MRT), KTM Komuter, ERL's airport rail interconnections, and a monorail. De Palma Hotel

In the heart of Kuala Lumpur, De Palma Hotel Ampang offers the best of both worlds: affordability and Muslim tolerance. The 204 exquisite rooms and 32 extraordinary suites conjure grandeur with a dash of Islamic glitz. The De Palma Hotel Ampang is the first hotel in Malaysia to be permitted to hold Friday prayers in our Surau Nurul Hikmah.

De Palma Hotel Ampang is conveniently located near Ampang's bustling commercial district and the Ampang Point Shopping Centre on Jalan Selaman off Jalan Ampang, making it an excellent alternative for visitors seeking variety in their travels. De Palma Hotel Ampang offers guests to discover the best of Kuala Lumpur in one central location, with attractions such as the local LRT station, Ampang Puteri Specialist Hospital, and Malaysia's famed jeweler Habib Jewels. PNB Perdana Hotel

Permodalan Nasional Berhad (PNB) owns the PNB Perdana Hotel, which is jointly managed by PNB Management Services Sdn Berhad and Darby Park (Management) Pte Ltd. It is Malaysia's first Muslim-friendly hospitality brand, and its strategic position - just a stone's throw from the Petronas Twin Towers and LRT stations - makes it conveniently accessible by public transportation. Halal refers to permissible goods and services. The hotel has 338 suites, each of which has a fully equipped kitchenette, a large living and dining space, and a workstation. Tennis and squash courts, event rooms, a swimming pool, and a gym are all available at Perdana on The Park.

2. LITERATURE REVIEW

Muslim Needs The needs of Muslim tourists when traveling is dictated by Islam's pillars and the Article of Iman. This is because it is considered a sin if a Muslim does not behave in accordance with the Pillars of Islam and the Article of Iman. Since Islam is a way of life, a Muslim is obligated to perform religious duties wherever he or she goes. For example, a Muslim traveler must observe his or her religious obligations, such as praying five times a day and eating Halal food, while on the road. This raises concerns among hoteliers about providing facilities that enable Muslim travelers to carry out their religious obligations. For example, the hotel could display a sign pointing in the direction of Mecca in each room, provide a prayer mat upon check-in, and provide Halal food and prayer times. Some experts believe that analyzing religious needs is crucial when delivering hotel services and developing a marketing plan. As a result, hotel managers should be aware of how Muslim visitors should conduct their religious rituals in order to meet their needs when traveling. This knowledge will help to improve the design of new hotel services for targeted guests. Malaysia’s Tourism Industry The tourism industry is recognized as one of the major industries Malaysia in providing foreign exchange earnings and giving employment to the people. Recognized by the government as the second largest foreign exchange earner after manufacturing, the industry is promoted aggressively to the global market. The latest figure provided by the Tourism Malaysia’s website indicates that the number of tourist arrivals to the country is increasing yearly as well as the total tourist receipts (Tourism Malaysia, 2021). The National Tourism Policy 2020-2030, recently launched by Malaysia’s prime minister, Muhyiddin Yassin, will see the creation of special tourism investment zones to attract more local and international investors as well as an intensified focus on making Malaysia a top-of-mind ecotourism destination, to regenerate the industry ravaged by the pandemic. In 2019, Malaysia’s tourism industry contributed 15.9 per cent to the country’s GDP, valued at RM240.2 billion. The labour force of the tourism sector recorded 3.6 million people who contributed 23.6 per cent to total employment. This means that for every four jobs in Malaysia, one of them is related to the tourism industry.

Islamic Tourism in Malaysia Based on the above-mentioned background, it is very timely for Malaysia to developed Islamic tourism more seriously to cater to the Islamic market. The tourism activities among Muslim countries should be promoted so that at the same time there will be cooperation between Muslim countries in terms of economy, social and cultural development. The meaning of Islamic in the context of tourism is 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 Hamarneh and Steiner 2004). Introducing the Shariah compliant hotel is one of the many ways to stimulate the Islamic tourism and Malaysia should be at the forefront in introducing such concept. Recognised as a progressive Islamic country, Malaysia should aggressively promote Islamic tourism by introducing the Shariah compliant hotel. The Shariah compliant hotel concept gains recognition throughout the Middle East region especially in Saudi Arabia where most hotels are operated according to an Islamic legal framework (Rosenberg and Choufany, 2009). Nevertheless, in the case of Malaysia, the concept of Shariah compliant hotel is yet to be explored and warranted further investigation. Despite Malaysia is recognized as one of the modern Islamic countries, operating a Shariah compliant hotel here is still a novel idea. However, De Palma Ampang, a hotel owned by state of Selangor claims that it is a fully syariah compliant hotel. This hotel is open for both Muslim markets as well as Non-Muslim, local and international visitors. The examples of Islamic conducts currently being practiced by the hotel are Islamic dress code policy for Muslim female staff, larger prayer halls, full time imam and religious teachers services, and wholly Islamic floor with appropriate facilities. Other than that, the hotel also does not serve alcoholic drinks and fully serve halal food certified by local Islamic religious council, the hotel also offers meeting packages that provide zam zam drink, dates and raisin as snacks. Meeting rooms are also provided with dua’ and hadith prayer books for participants. The amenities offered are in line with the Islamic tradition and from the sunnah of the Prophet Muhammad s.a.w. By offering such amenities, this hotel provides alternative for Muslim travellers to relax their minds and the same time learn how to reflect and strengthen their faith. For Non-Muslims, it is a viable

alternative to seek new experience by staying at a hotel which does not serve alcoholic drinks and lead to a healthy lifestyle.

Attributes in Hotel Shariah Compliant Shariah Compliant was defining as an Arabic word which means the ‘way’ or ‘path’ referred to both Islamic system of law and the totality of the Islamic way of life as Shariah deals with many things including politics, economics, banking, business, family, sexuality, hygiene and social issues. Meanwhile, for specifically outline Shariah Compliant hotel as hotels where it's design, operation systems, and financial transactions are fully obeyed Syariah principles, from serving halal food and beverages to implement all parameters of Islamic values for safety, environment, and the benefits on economics to all mankind regardless of race, faith, or culture. It is clear that Syariah is a law that covers every aspect of aqidah, fiqh and akhlak life where certain things are permitted and prohibited in addition to a set of guidelines which all Muslims have to follow. It is recommended that the five Maquasid or core objectives of Islamic principles to preserve religion, life, lines, intellect and property be included in the initiation of the guidelines or requirements for hotel operators. When hoteliers take these five elements into account in interpreting the hotel concept that is complying with Shariah, it will attract Muslim customers in particular because that is clearly an important element of Shariah's higher objectives which all Muslims must respect. Towards the positioning of shariah compliant hotels in Klang Valley, every hotel operator must adhere to shariah-compliant features such as hotel operation, interior design, and hotel financial. Operations From an operational point of view, Shariah compliant hotel there are several key areas in hospitality operations such as management, service, reception, food and beverage service, culinary, and others. For example, in terms of food preparation, according to Fadil (2011) in his study entitled Shariah-compliant hotels is that hotels have characteristics such as operating in Central countries have various versions in terms of management and business practices. Hotels that do not provide alcohol are also eligible to be categorized as shariahcompliant hotels, even if they do not comply with other rules outlined by shariah. However, the view of Battour et al. (2010) that kitchens should also be Halal that halal and non-halal foods cannot be cooked together in the same kitchen and with the same utensils. Apart from that, the services of staff recruited from Muslims are also able to increase the attractiveness in

the context of sharia hotels. Staff must have an attractive character and be able to attract customers with special treatment, always ready to provide the best service to customers and maintain the manner of conduct in public. in at the same time too, they should also be honest. For example, if a customer leaves valuables in the room, it is his responsibility to return them to the customer. It can be concluded that, in order to move towards a shariah -compliant hotel, the hospitality staff need to have a good personality for the operation of the hotel. This is important to promote the premise of the hotel. Interior Design In this context, interior design is also an element that must be complied with by every shariah compliant hotel operator, especially hotels in Klang Valley. According to Nur 'Hidayah (2012), rooms are one of the market segments in the hotel industry that help their accommodation and give huge profits to hotels apart from Food and Beverage or F&B and others. Room conditions such as design, interior and room layout will enhance the identity of the resort that will be attached by the hotel operator in the eyes of tourists. Therefore, it is more advisable if the room design follows Islamic principles to convince Muslim tourists that the hotel is fully cooperating with Shariah -compliant hotels. In addition, according to Zakiah (2012), some Islamic writers describe some basic features of interior design in Shariahcompliant hotels such as every hotel room must have the Quran, prayer mats and arrows that show the direction of Qibla, the position of the bed and toilet which does not face the Qibla and there are prayer rooms in the premises and hotels. In addition, the study also added the importance of separate floors for single males, single females and families. This needs to be done to provide comfort to visitors in addition to preventing the occurrence of acts of immorality. In at the same time also, the design of hotel should give detail consideration in many aspects. One of the considerations is architectural design. Neither the Quran nor the Sunnah provided detail guidelines of room design. However, Quran ...