EVALUATING THE EXTENT OF MUSLIM-FRIENDLY HOSPITALITY SERVICES (MFHS) STANDARD COMPLIANCE AMONG THEME PARK ESTABLISHMENTS IN MALAYSIA
DOI:
https://doi.org/10.35631/IJEMP.935008Keywords:
Muslim-Friendly Tourism, Operational Management Personnel, Standard Compliance, Theme Park Establishments, Qualitative StudyAbstract
The continued growth and diversification of the tourism industry have increased demand for Muslim friendly services for various forms of tourism Although there is an increasing effort to implement Muslim Friendly Hospitality Services (MFHS) standards in the accommodation and food service sectors, limited attention has been given to their application in theme park establishments. This research aims to explore the current level of compliance, practices of operations and methods employed by the theme parks and to identify the challenges faced by the theme parks in achieving MFHS standards. A qualitative research method with semi-structured interviews was conducted with eight operational management personnel from selected theme park establishments in Malaysia. The informants were purposively selected based on their involvement in the decision-making process and operation of the services at the operational level. Data were analysed using thematic analysis to identify the themes emerged in relation to the compliance practices, awareness and challenges faced by the theme parks in achieving MFHS standards. The findings indicate that the level of MFHS compliance varies across the theme park establishments. There are inconsistencies in the formal implementation of MFHS policies, training of staff and achieving the full MFHS standards among the theme park establishments. The challenges faced by the theme park operators in achieving MFHS standards include a low level of awareness on the requirements of MFHS certification, financial constraints, operational constraints and lack of enforcement by relevant regulatory authorities. This study highlights the need for stronger institutional support, clearer operational guidelines and increased training initiatives to improve compliance. The findings contribute to the growing body of knowledge on Muslim friendly tourism and provide practical recommendations to theme park operators and policy makers to enhance Malaysia as a leading Muslim friendly tourism destination.
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