ANALISIS JURANG ANTARA LABEL 'MESRA MUSLIM' DAN 'PENSIJILAN HALAL' DALAM INDUSTRI PERHOTELAN

ANALYSIS OF THE GAP BETWEEN 'MUSLIM-FRIENDLY' LABELS AND 'HALAL CERTIFICATION' IN THE HOTEL INDUSTRY

Abstract

The Islamic tourism industry in Malaysia is experiencing rapid growth, but it faces critical challenges related to the terminological confusion between the labels ‘Muslim Friendly’ and ‘Halal Certification’. This paper aims to analyze the definitional and operational gaps that exist in the country’s hospitality industry through a comprehensive literature review. The study examines various existing standards including MS 2610:2015 and international rating systems, and evaluates them through the Maqasid Syariah framework. The study findings reveal significant inconsistencies as ‘Halal Certification’ is usually limited to the food and beverage (F&B) aspect, while the ‘Muslim Friendly’ label is widely used without clear and consistent standards. Further analysis found that the current standards tend to emphasize the religious ritual aspect (Hifz al-Din) but give less emphasis to the safety of life and property (Hifz al-Nafs & Hifz al-Mal) aspect which is the main demand of Maqasid. Therefore, this study proposes the introduction of a transparent tiered classification system and the harmonization of standards to bridge the gap in tourist expectations and strengthen Malaysia’s integrity as a global Islamic tourism destination of choice.

Abstrak

Industri pelancongan Islam di Malaysia sedang mengalami pertumbuhan pesat, namun ia berdepan dengan cabaran kritikal berkaitan kekeliruan terminologi antara label ‘Mesra Muslim’  dan ‘Pensijilan Halal’ . Kertas kerja ini bertujuan untuk menganalisis jurang definisi dan operasi yang wujud dalam industri perhotelan negara melalui sorotan literatur yang komprehensif. Kajian meneliti pelbagai piawaian sedia ada termasuk MS 2610:2015 dan sistem penarafan antarabangsa, serta menilainya melalui kerangka Maqasid Syariah. Dapatan kajian mendedahkan wujudnya ketidakseragaman yang ketara apabila ‘Pensijilan Halal’ lazimnya dihadkan kepada aspek makanan dan minuman (F&B), manakala label ‘Mesra Muslim’ pula digunakan secara meluas tanpa piawaian yang jelas dan konsisten. Dapatan kajian menunjukkan bahawa jurang persepsi berlaku kerana ketiadaan penyelarasan standard; label 'Mesra Muslim' sering disalah anggap setaraf dengan 'Pensijilan Halal' walaupun skop operasinya jauh berbeza Justeru, kajian ini mencadangkan pengenalan sistem klasifikasi berperingkat yang telus dan harmonisasi standard bagi merapatkan jurang jangkaan pelancong serta memperkukuh integriti Malaysia sebagai destinasi pelancongan Islam pilihan global.