Establishing Shariah-compliance hotel characteristics from a Muslim needs perspective - Theory and Practice in Hospitality and Tourism Research - page 526

perform their religious routines in order to sat-
isfy their needs during travelling. This knowledge
will provide a better understanding to the hotel
managers on a new service that could give great-
est impact on potential Muslim travelers' choice.
Table 1 presents the suggested hotel services based
on Muslim travelers' needs.
Table 1 shows the guidelines of Shariah Law
compliance hotel services. The first column is
the daily religious duties that a Muslim has to
perform and rules for them to obey base on Al-
Quran and Sunnah or example, solat 5 times a day,
fasting during Ramadhan month and segregation
between man and woman. The second column
presents hotel services that hotel could provide to
Muslim guests facilitating their religious routine
such as qiblah direction and prayer mat in guest
room, availability of Halal food in hotel premise
and solat time. The last column shows the supplier
of the stated Islamic services.

2.2 The evolution of SCH concept
As Islam is a way of life, Islamic hospitality is
embedded in Islamic religion, culture and experi-
ence. It is extensively practiced and observed in
Middle East where Islam is originated. It offers
traditional principles and custom for Muslim
travelers (Kaaki, 2008).
The concept of Shariah hotel has evolved from
fulfilling religious needs to lifestyle option which
emphasizing on family and health (Anonymous,
2009). In the Middle East, it is believed that many
hotels offer basic Islamic services that address the
Muslim's religious needs since more than 30 years
ago. This trend seems to experience a shift from
providing basic services to full services, also extend
the target market from only Muslims to non-Mus-
lims by striking on the selling proposition of fam-
ily and health oriented concept (Henderson, 2010).
However there is lack of empirical researches or

Table 1. The hotel services, Muslim needs and related hotel function.

Routine Hotel services Hotel functions

Solat Requirements:
Ablution or Wudu' Shower hose or bidet in the toilet. Room

Clean prayer place Prayer mat on loan or prayer room. Housekeeping

Covering body part or Awrah Telekung or kainsarung or prayer cap on loan. Housekeeping

Solat time Solat time schedule for easy reference in the room.

Azan on the radio or speaker in the room.

Front Office/Housekeeping

Facing Qiblah Provide Qiblah direction in the room. Room

Congregational prayer Provide imam for the 5 obligatory prayers at prayer

room/surau.

Management

Siyam or The Fast
Sahoor (Take food before dawn) Available food at room service for Sahoor. Food and Beverage

Break fast Availability of dates in the restaurant. Food and Beverage

Taraweeh prayer Host the congregational prayer of Taraweeh. Management/Marketing

Studying Quran Availability of Quran in the room. Housekeeping

Adab No adult entertainment channel. Room

Az-Zakah
Payment of Zakah Invite Religious Department to open a collection

counter of Zakah.

Management/Marketing

Perform Hajj
Enhancing knowledge of Hajj Offer or arrange classes of Hajj to the guests upon

request.
Brochure of Hajj is available.

Management
Marketing

General needs of a Muslim traveler:
Food Provide Halal food. Food and Beverage

Facilities Separate female & male gym, swimming pool, game

room, function room and spa.

Recreation

Room entertainment Provide appropriate channels for the guest, no adult

entertainment.

Room

Recreation Arrange with travel agent, the Islamic tourism

packages.

Marketing

Source : Original