Ruzulan, Zulaipa and Jamaludin, Mohammad Aizat and Hassan, Rusni and Hashim, Khairusy Syakirin Has-Yun (2026) Factors influencing claimant practices in the Islamic tourism industry in Malaysia. Asian Journal of Research in Education and Social Sciences, 8 (5). pp. 162-171. E-ISSN 2682-8502
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Abstract
The Islamic tourism industry has gained global recognition due to its capacity to generate significant revenue for tourism destinations. This Islamic tourism industry is not only established in the Islamic countries where the Muslim population is the majority, but also in the non-Muslim countries. Indeed, the demands for fulfilling the Islamic religious needs and the unique attractions of this tourism segment at the tourist destination have contributed to the resilience of the Islamic industry. Consequently, key Islamic tourism stakeholders have introduced and promoted products and services tailored to the needs of travellers who are engaged in Islamic tourism for the sake of sustainability at the destination. At this point, the effectiveness of promotion and marketing strategies plays a significant role in attracting clients and travellers, and this is closely linked to the nature of claimant practices, which influences traveller preference choices. Therefore, this study aims to analyze the factors that drive Islamic tourism operators to adopt claimant approaches to attract potential travellers towards using or buying the available products and services. A qualitative research methodology was employed, utilizing document analysis for data collection and thematic analysis for data interpretation. This study has revealed that there are three factors on claimant practices in the Islamic tourism industry: (a) conforming to Islamic ethical standards; (b) cultural sensitivity and awareness; and (c) legal and jurisprudence requirements. Indeed, claimant is an indispensable strategy in attracting potential travellers to buy or use the Islamic tourism products that are offered. It is hoped that Islamic tourism operators to strengthen their commitment to ensuring the claimant practices are genuinely adhering to Shariah law as well as the regulatory requirements to avoid any manipulation that violates the Shariah principles.
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