MAQASID AL SHARIAH IN THE GOVERNANCE AND MANAGEMENT STRATEGY OF ISLAMIC TOURISM BUSINESSES

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2 MAQASID AL SHARIAH IN THE GOVERNANCE AND MANAGEMENT STRATEGY OF ISLAMIC TOURISM BUSINESSES 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

3 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.

4 3. Ziarah : 17 سورة الكهف - Cave) (The 4. Siyahah -Pengembaraan (Saha- mengembara di bumi): :112 سورة التوب - Repentance) (The [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 5. Umrah and Hajj 196 :سورة البقرة - Cow) (The : 46 سورة الحج - Pilgrimage) (The 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.

6 ISLAM ENCOURAGE TRAVELLING THAT CAN BE FOUND IN THE HOLY QURAN :137 سورة آل عمران - Imran) Surat 'Āli `Imrān (Family of Similar situations [as yours] have passed on before you, so proceed throughout the earth and observe how was the end of those who denied. : 11 سورة األنعام - Cattle) Surat Al-'An`ām (The Say, "Travel through the land; then observe how was the end of the deniers. :112 سورة التوبة - Repentance) Surat At-Tawbah (The [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.

7 :109 سورة يوسف - (Joseph) Surat Yūsuf 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? : 36 سورة النحل - Bee) Surat An-Naĥl (The 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.

8 :69 سورة النمل - Ant) Surat An-Naml (The 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.

9 :42 سورة الروم - Romans) Surat Ar-Rūm (The 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 ]. : 44 سورة فاطر - (Originator) Surat Fāţir 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.

10 : 21 سورة غافر - One) Surat Ghāfir (The Forgiving 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. :10 سورة محمد - (Muhammad) Surat Muĥammad 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

11 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)

12 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.

13 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

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17 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.

18 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.

19 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.

20 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

21 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.

22 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.

23 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.

24 The Application of Maqasid Al Shariah in Islamic Tourism Business

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26 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.

27 COMPONENTS OF TOURISM BUSINESS

28 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

29 OUTBOUND TRAVEL BY MUSLIM TO NON MUSLIM COUNTRIES Travel guide book

30 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.

31 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

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33 MUSLIM TOURS

34 MUSLIM TOURS

35 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.

36 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?

37 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

38 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

39 OUTBOUND TOURIST MALAYSIAN TRAVEL TO KOREA

40 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)

41 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)

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48 DEVELOPING OF ISLAMIC QUALITY STANDARD WORLDWIDE UCSC was founded In July 2012 International & Local Partners & Affiliate are from Turkey, Korea, Japan, Malaysia. Indonesia

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54 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.

55 M sia First HALAL Japanese Agehan Japanese Restaurant, Grand BlueWave Hotel Shah Alam

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57 De Palma Hotel, Ampang, Kuala Lumpur, Malaysia

58 CapriceThermal Palace 6 IQS

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60 ISLAMIC TOURISM EDUCATION

61 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

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65 Formulating Islamic Tourism Education (ISTE) through integrating Islamic values and Tourism Education Future Initiative (TEFI) values

66 ISLAMIC TOURISM EDUCATION (ISTE) Islamic Values Takwa -Niyatt -Tawakkal Islamic Tourism Education (ISTE) Tourism Future Initiative (TEFI) Ethics Mutuality Stewardship Knowledge Professionalism

67 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

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71 THANK YOU TERIMA KASIH