Yahya, Bushroh and Ruzulan, Zulaipa and Tumiran, Mohd Amzari and Jamaludin, Mohammad Aizat and Yusof, Kamarul Salam and Saidin, Nurulaina (2026) Challenges of brands utilising Islamic values over formal certification in Muslim-friendly tourism. Quantum Journal of Social Sciences and Humanities (QJSSH), 7 (2). pp. 132-141. E-ISSN 2716-6481
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Abstract
Muslim-friendly tourism has been able to take its place as a major part of global tourism due to the growth of Muslim travel demand and the rise in halal-orientated services, as well as awareness of halal. Despite this progress, the conflict between Islamic values-based branding and strict halal or Shariah-compliant certification usage remains significant. The primary aim of this research is to investigate the challenges that companies face when they apply Islamic principles to Muslim-friendly tourism without obtaining formal certification. This study pursues a narrative review method to dissect academic conversations about Islamic-orientated branding and the certification of Muslim-friendly tourism. The results show several challenges of brands utilising Islamic values over formal certification in Muslim-friendly tourism, including: (a) consumer scepticism and perceived greenwashing; (b) inconsistency in service delivery and guest expectations; (c) difficulty in differentiating from competitors in crowded markets; (d) higher vulnerability to negative publicity and crises; and (e) limited access to institutional and governmental support. In conclusion, this study demonstrates that reliance on Islamic value-based branding without formal certification presents multidimensional challenges for brands operating in Muslim-friendly tourism.
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