Examining Budget Hotels from a Muslim-Friendly services perspective in Malaysia: A qualitative approach

Abdul Latif, Samshul Amry and Sawari, Siti Salwa and Matyakubov, Umidjon and Nassir, Nazmirul Izzad and Hashim, Ahmad Yasir (2025) Examining Budget Hotels from a Muslim-Friendly services perspective in Malaysia: A qualitative approach. Journal of Contemporary Tourism andHospitality Research(JoCTH), 1 (1). pp. 113-132.

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Abstract

ABSTRACTThe global trend of Islamization has increased the demand for Muslim-friendly services in the hospitality sector. As such, Malaysian budget hotels market themselves to attract this lucrative Muslim market. However, there needs to be more research on effective marketing strategies for these hotels, particularly in balancing profitability with the costs of implementing Muslim-friendly services. This is crucial, considering the significant presence of Muslim consumers in the budget hotel segment. This study examined budget hotels in Malaysia from a Muslim-Friendly services perspective. This study used a qualitative approach using in-depth interviews and thematic analysis. This study used an online interview approach involving seven (7) Malaysian informants. Thefindings of this study involve Malaysian Muslim travellers' preferences in selecting budget hotels across dimensions such as Awareness, Expectation, Brand Loyalty, Communication, and Value for Money. Diverse expectations emerge, from explicit communication to a pragmatic reliance on technology. Cleanliness remains a top priority, considering the cost implications of Muslim-friendly amenities. Brand loyalty balances affordability, quality, and an Islamic image. Effective communication, transparency, and perceived value for money are linked to Muslim-friendly amenities and smartphone usage. The 114| Journal of Contemporary Tourism andHospitality Research(JoCTH) Vol. 1, No. 1, September 2025findings provide actionable insights for the hospitality industry to enhance satisfaction among Malaysian Muslim travellers.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Budget hotel; Muslim-Friendly Hotel; Online Interviews; Qualitative
Subjects:	BPG Islamic geography > BPG80 Islam and tourism. Sustainable tourism BPG Islamic geography > BPG87 Islamic tourism. Halal issues BPN Islamic art and architecture > BPN87 Muslim friendly and halal services
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	International Institute for Halal Research and Training (INHART) Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr Samshul Amry Abdul Latif
Date Deposited:	05 Dec 2025 16:42
Last Modified:	05 Dec 2025 16:42
Queue Number:	2025-12-Q569
URI:	http://irep.iium.edu.my/id/eprint/125234

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