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.”

The Application of Maqasid Al Shariah in Islamic Tourism Business

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’.

COMPONENTS OF TOURISM BUSINESS

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

OUTBOUND TRAVEL BY MUSLIM TO NON MUSLIM

COUNTRIES

Travel guide book

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

MUSLIM TOURS

MUSLIM TOURS

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’

OUTBOUND TOURIST

MALAYSIAN TRAVEL TO KOREA

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.

M’sia First HALAL Japanese Restaurant @ Agehan

Japanese Restaurant, Grand BlueWave Hotel Shah Alam

De Palma Hotel, Ampang,

Kuala Lumpur, Malaysia

CapriceThermal Palace 6 IQS

ISLAMIC TOURISM EDUCATION

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

THANK YOU

TERIMA KASIH