Muslim-friendly adventure tourism in Malaysia: understanding the needs and expectations of Muslim travelers

Maulud, Nur Athirah and Md Sawari, Siti Salwa and Mazli, Muhammad Haniff Najmi (2025) Muslim-friendly adventure tourism in Malaysia: understanding the needs and expectations of Muslim travelers. In: 9th International Congress Of Eurasian Social Sciences, 29-31 May 2025, Online.

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Abstract

The Muslim-friendly tourism sector in Malaysia has seen significant growth, particularly after the COVID-19 pandemic, with the country positioning itself as a leading destination for Muslim travelers. However, the concept of Muslim-friendly tourism has been primarily applied to conventional tourism services, and the absence of a formal standard for adventure tourism has created a gap. This study aims to explore the needs and preferences of Muslim travelers regarding Muslim-friendly adventure tourism in Malaysia. Using a quantitative research approach, data were collected through structured questionnaires distributed to 150 respondents. The results reveal that the most crucial need for Muslim travelers in adventure tourism is access to Halal food and prayer facilities, with 84% of respondents strongly agreeing on their importance. Detailed descriptions of Muslim-friendly amenities and clear information about such options followed closely, with 77.3% and 74.7% of respondents strongly agreeing, respectively. Flexibility in accommodating religious practices, services respecting cultural needs, and gender-segregated facilities also emerged as significant factors. While gender-specific guides were less prioritized, they remained an important consideration for some respondents. These findings underscore the importance of integrating religious and cultural needs into adventure tourism offerings. The study concludes by suggesting that adventure tourism operators in Malaysia should develop standards and certifications to cater to the specific needs of Muslim travelers, thereby strengthening Malaysia’s position as a leading Muslim-friendly adventure tourism destination.

Item Type:	Proceeding Paper (Other)
Uncontrolled Keywords:	Muslim-Friendly Tourism, Adventure Tourism, Halal Travel, Tourist Preferences
Subjects:	BPG Islamic geography > BPG87 Islamic tourism. Halal issues
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr Siti Salwa Md Sawari
Date Deposited:	03 Jun 2025 16:13
Last Modified:	03 Jun 2025 16:13
URI:	http://irep.iium.edu.my/id/eprint/121319

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