CHALLENGES OF BRANDS UTILISING ISLAMIC VALUES OVER FORMAL CERTIFICATION IN MUSLIM-FRIENDLY TOURISM
DOI:
https://doi.org/10.55197/qjssh.v7i2.1098Keywords:
Muslim-friendly tourism, Islamic values, halal certification, Shariah-compliant branding, tourism branding challengesAbstract
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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Copyright (c) 2026 BUSHROH YAHYA, ZULAIPA RUZULAN, MOHD AMZARI TUMIRAN, MOHAMMAD AIZAT JAMALUDIN, KAMARU SALAM YUSOF, NURULAINA SAIDIN
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