HALAL GASTRONOMY TOURISM THROUGH LOCAL FOOD PROVIDER EDUCATION: A MAQASID SHARIAH PERSPECTIVE ON CULTURAL DIVERSITY

Abstract

Local food plays a crucial role in enhancing the tourist experience by allowing travelers to explore regional cuisine and immerse themselves in local culture. With approximately one-third of travel budgets spent on food, gastronomy is a key attraction in tourism. However, if the experience is limited to food tasting without integrating cultural and traditional activities, its impact is diminished. To enrich this experience, local food providers (LFPs) can adopt creative, education-based approaches that not only promote their products but also provide meaningful cultural insights. Alignment with the Maqasid Shariah principle is evident in preserving intellect and promoting knowledge through engagement with local foods. Data were collected via structured thematic indexing of semi-structured interview responses with eight Malaysian LFPs specializing in traditional cuisine. Responses were coded inductively, and similar codes were grouped into themes based on frequency. The study reveals that integrating Maqasid Shariah and Halalan-Toyyiban principles enhances service quality, strengthens religious affiliation, and promotes cultural inclusivity. This approach increases customer trust, facilitates cultural exchange, and supports LFPs’ growth in the global market. Offering a comprehensive model, the study enables LFPs to integrate Maqasid Shariah and Halalan-Toyyiban principles, enhancing halal edugastronomy and fostering spiritual fulfillment and cultural diversity in the Nusantara region.