Nur Ilma Ambo, Nor Surilawana Sulaiman and Suhailah Abd. Muin 2025. ANALISIS CABARAN PELAKSANAAN KONSEP PELANCONGAN MESRA MUSLIM DI SABAH: IMPLIKASI TERHADAP PEMBANGUNAN INDUSTRI PELANCONGAN: ANALYSIS OF THE CHALLENGES IN IMPLEMENTING THE MUSLIM-FRIENDLY TOURISM CONCEPT IN SABAH: IMPLICATIONS FOR THE DEVELOPMENT OF THE TOURISM INDUSTRY. JOURNAL OF TOURISM, HOSPITALITY AND ENVIRONMENT MANAGEMENT (JTHEM). 10, 40 (Jun. 2025). DOI:https://doi.org/10.35631/JTHEM.1040017.