ASSOC. PROF. DR NOR’AIN OTHMAN & ROZIAN MOHD TAHA
FACULTY OF HOTEL AND TOURISM MANAGEMENT
UNIVERSITI TEKNOLOGI MARA (UITM),
PUNCAK ALAM CAMPUS, SELANGOR
MALAYSIA
SHAYA’A OTHMAN
CEO UNIVERSAL CRESCENT STANDARD CENTER
MALAYSI
MAQASID AL SHARIAH IN THE GOVERNANCE AND
MANAGEMENT STRATEGY OF ISLAMIC TOURISM
BUSINESSES
TOURISTS CAN BE CATEGORIZED INTO FIVE (5)
TYPES FROM THE ISLAMIC PERSPECTIVES
1. Safara (Musafir) : Al Maidah: 6
But if you are ill or on a journey or one of you comes from the place of relieving himself or you have contacted women and do not find water, then seek clean earth and wipe over your faces and hands with it.
2. Rehlah/Rahala (Mengembara/traveling) : Quraish:2
Their protection during their journey in the winter and the summer.
3. Ziarah
(The Cave) - 17 : سورة الكهف
4. Siyahah -Pengembaraan (Saha- mengembara di bumi):
(The Repentance) - 112: سورة التوب
[Such believers are] the repentant, the worshippers, the praisers [of Allah ], the travellers [for His cause], those who bow and prostrate [in prayer], those who enjoin what is right and forbid what is wrong, and those who observe the limits [set by] Allah . And give good tidings to the believers.
5. Umrah and Hajj
(The Cow) - 196 :سورة البقرة
(The Pilgrimage) - 46 : سورة الحج
So have they not travelled through the earth
and have hearts by which to reason and ears
by which to hear? For indeed, it is not eyes that
are blinded, but blinded are the hearts which
are within the breasts.
ISLAM ENCOURAGE TRAVELLING THAT CAN BE
FOUND IN THE HOLY QURAN
Surat 'Āli `Imrān (Family of Imran) - 137: سورة آل عمران
Similar situations [as yours] have passed on before you, so proceed throughout the earth and observe how was the end of those who denied.
Surat Al-'An`ām (The Cattle) - 11 : سورة األنعام Say, "Travel through the land; then observe how was the end of the deniers.“
Surat At-Tawbah (The Repentance) - 112: سورة التوبة
[Such believers are] the repentant, the worshippers, the praisers [of Allah ], the travellers [for His cause], those who bow and prostrate [in prayer], those who enjoin what is right and forbid what is wrong, and those who observe the limits [set by] Allah . And give good tidings to the believers.
Surat Yūsuf (Joseph) - 109: سورة يوسف And We sent not before you [as messengers] except men to whom
We revealed from among the people of cities. So have they not travelled through the earth and observed how was the end of those before them? And the home of the Hereafter is best for those who fear Allah ; then will you not reason?
Surat An-Naĥl (The Bee) - 36 : سورة النحل
And We certainly sent into every nation a messenger, [saying], "Worship Allah and avoid Taghut." And among them were those whom Allah guided, and among them were those upon whom error was [deservedly] decreed. So proceed through the earth and observe how was the end of the deniers.
Surat An-Naml (The Ant) - 69: سورة النمل
Say, [O Muhammad], "Travel through the land and observe how was the end of the criminals.“
Surah Al-Ankabut, verse 20
Say ,(O Muhammad), “Travel through the land and observe how He began creation. Then Allah will produce the final creation. Indeed Allah, over all things, is competent.”
Surat Ar-Rūm (The Romans) - 42: سورة الروم
Say, [O Muhammad], "Travel through the land and observe how was the end of those before. Most of them were associators [of others with Allah ].
Surat Fāţir (Originator) - 44 : سورة فاطر
Have they not travelled through the land and observed how was the end of those before them? And they were greater than them in power. But Allah is not to be caused failure by anything in the heavens or on the earth. Indeed, He is ever Knowing and Competent.
Surat Ghāfir (The Forgiving One) - 21 : سورة غافر
Have they not travelled through the land and observed how was the end of those who were before them? They were greater than them in strength and in impression on the land, but Allah seized them for their sins. And they had not from Allah any protector.
Surat Muĥammad (Muhammad) - 10: سورة محمد
Have they not travelled through the land and seen how was the end of those before them? Allah destroyed [everything] over them, and for the disbelievers is something comparable
FAST FACT TRENDS RELATED TO ISLAMIC TOURISM
In 2010, the world Muslim population is estimated at 1.6 billion
(Pew Research Centre, January 2011)
- Population expected to grow
- Niche market
- More spending power
By 2030, 26.4% of the global population will be Muslims, out of
the world’s total projected population of 8.3 billion (Pew
Research Centre, January 2011)
From a research done in 2009, Indonesia has the largest Muslim population which was estimated at more than 200 million, 88.2% of its total population and 12.9% of world Muslim population (Pew Research Centre, October 2009)
The Muslim Travel market segment was estimated to be worth US $140 billion in 2013, representing almost 13% of global travel expenditures according to Crescentrating.
MUSLIM TOURISM MARKET POTENTIAL
Muslim Tourism $141 billion is >10% of Global Tourism
$1,034 billion (estimated by UNWTO)
78% - from 57 OIC Muslim-majority countries
22% - from Western Muslim-minority countries
More than 20 airlines serve halal meals on board,
among which are Malaysia Airlines, Royal Brunei
Airlines, Etihad, Emirates, Kuwait Airways, Royal
Jordanian, Garuda Airlines, Turkish Airlines, Air Asia,
Qatar Airways and many others
FUNDAMENTAL OF MAQASID AL SHARI’AH
Definition Anu Hamid al- Gahzali giving the five objectives stressing on the shari’ah’s
The main objective of the shari’ah is to promote the well-being of the people, which lies in safeguarding their
1. faith (din),
2. their lives (nafs),
3. their intellect (‘aql)
4. their posterity/future
generation (nasl) and
5. their wealth (mal).
Whatever ensures the safeguarding of these five serves public interest and is desirable, and whatever hurts them is against public interest and its removal is desirable.
Al-Shatibi (d. 1388) emphasising the epistemological (‘aqidah) dimension
‘The primary goal of the shari’ah is to free man from the grip of his own whimes and fancies, so that he may be the servant Allah by choice, just as he one with it.’
Allal al-Fasi (d. 1974) stresses on the shari’ah within the concept of compassion and guidance, that seeks to establish justice, eliminate prejudice and alleviate hardship.
FOUR (4) MAIN CHARACTERISTICS
Legislation: to serve the interest of all human beings and safe them from the harms.
Inclusive (Absolute), It encompasses all human acts whether they are related to ibadah (responsibilities to God) or mu’amalah (responsibilites concerning with other human being).
Definitive. That is it has not been derived from one text or evidence, but from a multiplicity of text and different aspects of evidences.
Universal: aiming to serve the interests of makind and requiring the adherance of all human beings.
CATEGORIES OF MAQASID
1. General Objectives (maqasid ‘ammah)
i. Daruraiyaah (necessities or essential) – interests of lives which people essentially depend upon comprising of the 5 objectives of the syariah i.e religion, life , intellect, posterity and wealth; additional are equality, freedom and protection of the environment
ii. Hajyyah (need or complementary). Interest that are needed in order to alleviate hardship, free from distress and predicament. E.g. Economic transaction, such as lease, hire
iii. Tabsiniyyah (embellishments)
Interest who’s realisation leads to refinement
and perfection in the customs and conduct of
people at all levels of achievement. E.g. charity,
gentleness, pleasant speech, manner and fair
dealing. Use of beautiful , comfortable things,
eat delicious food, wear fine clothing.
2. SPECIFIC OBJECTIVES
(MAQASID KHASSAH)
Islamic Legislation such as Islamic transactions
or family law or private conduct.
Consist of methods (Kayfiyyat) intended by the Lawgiver
for realising the useful purposes of human being sor
preserving their public interests related to their private
conduct. The aim is to prevent people’s pursuit of their
personal interests from leading to the undermining of
their established public interests, owing to carelessness,
whimsical errors and vain desires.
ISLAMIC MANAGEMENT
Definition
“ Integrated activities of thinking, planning, organizing, leading, and controlling, interconnected with decisions, involving the use of resources – human, financial, information and physical, with objectives of attaining goals of Maqasid Al Shari’ah by means of effective and efficient methods.”
DEFINITION OF ISLAMIC TOURISM
Islamic tourism can be defined as ‘tourism
activities, development of product and
services, marketing strategies according to
Islamic values, principles and guidelines
targeted to Muslim tourists for knowledgeable
and holistic travel’.
INTRODUCTION
100% Bumiputra company
Recognition from Lembaga Tabung Haji
Specialty offered by Andalusia Travel & Tours :
Muslim package tour
Higher quantity of assembly
Lowest price
Insurance from Takaful Malaysia & AXA
GROWING OF ISLAMIC TRAVEL AND EFFORTS TO
ATTRACT ISLAMIC TRAVELLERS MARKET
Challenges for Non Islamic Countries
1. Combating of islamophobia and rectifying the distorted image of Islam in a non-Islamic countries
2. Lack of experience in the field of Muslim tours
3. Understanding and preparing of halal food
4. Arranging for suitable accommodation and
restaurant that serve halal food
5. Preparing place of worship, prayer time, qiblat direction
6. Developing tour packages and proper
sightseeing spots.
HOW DO YOU CREATE PACKAGES FOR MUSLIM
TOURISTS?
Ensure that food are halal
No alcohol
Observe prayer time
Muslim friendly hotel
Praying facilities in hotel room. E.g. Kiblat signage, prayer mate
Itinerary include visit to Islamic places, cultures and activities.
Tour leader must be knowledgeable and aware on muslim groups need
Challenges for Muslim countries
Delivering suitable product and services may be difficult task in multicultural societies
Scope for tension when Muslim and non-Muslim tourists meets at the same destination and share facilities. E.g. presence of alcohol and non halal food,
Respect the cultural norms of destinations visited and fellow tourists.
Sensitivities and sensibilities of the religion and its followers.
MUSLIM TRAVEL INDEX EUROPE 2014
(BY CREATIVE MINDS MEDIA)
Research on the attitudes and behaviour of
majority Muslim populations to tourism in the
future and their experiences of countries they
have already visited in Europe.
Does the traveller follow a Halal lifestyle whilst
travelling abroad?
FINDING OF THE STUDY
Over half from Middle-East and Far-East have
travelled to Europe for leisure purposes
England, Italy, Turkey, France and Germany are
the most popular destinations of choice
Travellers from the Middle-East and Far-East
are choosing to stay in apartments/flats over
hotels
Facilities that allow Islamic travellers to follow a Halal lifestyle are important to everyone when considering to travel abroad
And providing Halal Food or appropriate praying facilities are the most important factors
There is room for improvement amongst the popular destination countries as around 1/3 rate the facilities catering to a Halal lifestyle as ‘average’
KOREAN WAVE IN MALAYSIA
The characteristics of Korean
culture as introduced by Korean
films, dramas, pop performances
in Malaysia have led to the efforts
to discover the possibility of the
Korean Wave going global,
spreading to the Islamic world, and
sustaining itself for a long term
(Cho & Chul Ho, 2010)
The Korean Wave And The Socioeconomic Changes
In Malaysia
Sociocultural Changes:
More favorable views of Korea
Greater interest in Korea’s society and culture: Korean studies
Changes in Malaysians’ way of thinking
and mode of living
Economic Changes:
Preference of Korean food
More Malaysians visit South Korea for
tourist purposes
Promotion of Korean audio/visual products
(Cho & Chul Ho, 2010)
DEVELOPING OF ISLAMIC QUALITY STANDARD
WORLDWIDE
UCSC was founded
In July 2012
International & Local
Partners & Affiliate
are from Turkey,
Korea, Japan,
Malaysia. Indonesia
We offer 100% Halal food in all dining room
with an endorsement from JAKIM for HALAL
certificate and totally free from selling liquor
and alcohol.
Few scholars have highlighted on the Islamic
Tourism in the context of education
Opportunity in developing education system
with Islamic values especially within the Islamic
countries
Formulating Islamic Tourism Education
(ISTE) through integrating Islamic values
and Tourism Education Future Initiative
(TEFI) values
ISLAMIC TOURISM EDUCATION (ISTE)
Islamic Values
Tourism Future Initiative (TEFI)
Ethics
Mutuality
Stewardship
Knowledge
Professionalism
Islamic
Tourism
Education
(ISTE)
Takwa
-Niyatt
-Tawakkal
It is hope the formulation of ISTE will create
awareness and can add to the existing
knowledge and values.
ISTE will be able to produce quality and holistic
students in order to fill up the workforce at
islamic tourism industry