Exploring brand equity development for Islamic homestays: a qualitative model for special interest tourism destinations

Ahmad, Aznita and Supian, Kamisah and Muhammad Yunus, Ida Farina and Abdul Rauf, Reeny Karlina and Ishak, Baharuddin and Ismail, Nuraini and Saad, Mazni (2025) Exploring brand equity development for Islamic homestays: a qualitative model for special interest tourism destinations. Pakistan Journal of Life and Social Sciences, 23 (1). pp. 1768-1781. ISSN 1727-4915 E-ISSN 2221-7630

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Abstract

Islamic tourism is expanding in Malaysia due to integrating Islamic culture and values. A vital component of this trend is Islamic-based homestays offering Muslim travelers short-term accommodations that align with their beliefs. Typically situated in rural Muslim villages, these homestays provide basic amenities and culturally enriching experiences, with local communities serving as hosts. While Malaysian homestays are already wellknown for incorporating Islamic practices, the existing form of brand equity needs to be clearly defined. This study aimed to develop an Islamic-based brand equity model to promote special interest tourism. Semi-structured interviews were held with 10 Muslim homestay coordinators to examine how Islamic values contribute to brand equity in the Malaysian homestay sector. This study employed the reflexive practice with an inter-state lens to reflect on the observations and interviews held at major homestays in four states; Kedah, Selangor, Pahang, and Johor. ATLAS.ti was used to categorize verbatim inputs into six themes of Malaysia’s Islamic homestay brand equity. Results highlight the integration of Islamic daily practices into the operations of homestays. This study enhances understanding of Islamic homestays in Malaysia by developing a brand equity model that attracts Muslim travelers, informs marketing strategies, and emphasizes community engagement while illustrating the impact of cultural and religious values on consumer perceptions

Item Type:	Article (Journal)
Uncontrolled Keywords:	Brand Equity, Business Orientation Host, Islamic Practices, Muslim-Friendly
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G156.5.S87 Sustainable tourism
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	AP. Dr. Mazni Saad
Date Deposited:	26 Jan 2025 15:48
Last Modified:	26 Jan 2025 15:48
URI:	http://irep.iium.edu.my/id/eprint/118789

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