Integrating faith and adventure: operational challenges in Muslim-friendly tourism

Mohamad Asri, Sofiyyah Munawwarah and Md Sawari, Siti Salwa and Abas, Siti Aisah and Nur Anna, Dian (2026) Integrating faith and adventure: operational challenges in Muslim-friendly tourism. Journal of Contemporay Tourism and Hospitality, 2 (1). pp. 17-23. E-ISSN 3122-6744

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Abstract

Muslim-Friendly tourism is a rapidly growing niche that caters to travellers seeking services aligned with Islamic principles, such as halal food, prayer facilities, and gender sensitive arrangements. While widely studied in urban contexts, its integration within adventure tourism often conducted in remote, nature-based environments remains underexplored. This study examines the practical challenges faced by tourism practitioners in providing Muslim-Friendly services in adventure tourism in Malaysia. A qualitative approach was employed, with semi-structured interviews conducted with five purposively selected practitioners, including tour operators, guides, and academics. Data were thematically analysed to capture experiences related to infrastructure, service delivery, staff competency, and the balance between adventure activities and religious requirements. Findings indicate that practitioners face interrelated challenges, including limited Muslim-Friendly facilities, high operational costs, insufficient training, and difficulties ensuring religious observances and gender sensitivity during activities. Service provision is often adaptive, temporary, and reliant on operators’ creativity. The study highlights the need for targeted training, context sensitive operational guidelines, and financial or institutional support for operators. Addressing these challenges can improve service quality, inclusivity, and Muslim traveller satisfaction, while reinforcing Malaysia’s position as a leading Muslim-Friendly destination. The research contributes to knowledge on integrating faith-based needs within adventure tourism and offers practical recommendations for sustainable and culturally sensitive tourism development.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Muslim Friendly Tourism, Adventure Tourism, Islamic Tourism, Operational Challenges
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:	15 Sep 2026 11:58
Last Update:	15 Sep 2026 11:58
Queue Number:	2026-09-Q5083
URI:	http://irep.iium.edu.my/id/eprint/131237
Indexed In:	Google Scholar

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