Advances in Economics, Business and Management Research, volume 100 International Conference of Organizational Innovation (ICOI 2019) EXPLORATORY ANALYSIS OF HALAL HOTEL SERVICES: BASED ON PRACTICES OF HALAL HOTELS IN THREE COUNTRIES Aam Bastaman (Trilogi University, Jakarta Indonesia) Email: [email protected] Abstract—Muslim market has been increasingly abide by the guidelines of the Islamic religion with an attractive market for tourism industry. With total respect to appropriate behaviors whilst traveling population of 1.6 Billion or 23% from total world (Abdul-Razzaq, 2016). Muslim Market is growing, it is population Muslim market is very lucrative and has to a lucrative market accounted to 1.6 billion people or be treated in accordance with Muslim belief and way 23% of the world population. In aggregate, the global of life. Halal tourism becomes a must have in the expenditure of Muslim consumers on food andlifestyle industry to accommodate Muslim tourists. Hotel plays sectors is being estimated to be $1.62 trillion in 2012 an important role in the growing halal tourism and is expected to reach $2.47 trillion by 2018. This figure form the substantial potential core markets for industry. The Success of tourist visit often depends on halal food and lifestyle sectors as it is represented more how acceptable is the hotel where they are staying than $8 trillion in GDP (Thomson Reuters, 2013). with Muslim norms and facilities to conduct ibadah (worship) such as Sala (praying). Muslim tourists In recent years, it has been observed that there is a generally concern if hotel is Muslim friendly and growing interest in a new tourism concept such could accommodate their halal life style. Some of the as‘Islamic tourism’ or ‘halal’ hospitality which similar need of Muslim visitors during their stay are: the to the concept of Halal food which had been hotel provides a sign of Ka’bah direction, mat for recognized in many countries including those in the praying, facility for ablution, wet toilet (water instead Middle East (Nazari et.al, 2010 in Samori and Sabtu, of tissue) in toilet, staff wearing modest dress, no pork 2012).The fundamental of halal friendly tourism includes the components such as halal friendly hotel, on food, no alcohol, relevant music with Islamic halal transportation (Halal airlines), halal food atmosphere, no adultery entertainment, etc. therefore, premises, Islamic tour packages or any other halal it’s far beyond halal food, but also not least to activities such as halal logistics and Islamic finance mention the segregation of public facilities for female which support it in order to develop the niche of halal and male as for majority of Moslem halal is a life tourism (Zulkifli, Rahman, Awang and Man, 2013). style, including during travel. The objective of this research is to do exploratory analysis of halal hotel Samori and Sabtu (2012) further argued that there services based on practices of three halal hotel at are no formal criteria for the Muslim Friendly Hotel or three countries: Hotel Sofyan (Jakarta, Indonesia), Halal Hotel (sometimes it is also called Shariah Compliant hotel). De Palma Hotel Ampang (Kuala Lumpur, Malaysia) and Adenya Hotel and Resort (Antalya, Turkey). Halal food and halal hotel should go together as part Research methodology uses qualitative approach and parcel of tourism industry. In the Quran, thereare a through in-depth unstructured interview with selected lot of verses asking the Muslim to consume halal foods informants (primary data) and the use of secondary such as in Surah al-Baqarah : 173 and 168.Allah SWT data plus site observation on selected Halal Hotels in says in Surah al-Baqarah: 168:”O ye people! Eat of Jakarta (Indonesia), Kuala Lumpur (Malaysia) and what is on earth lawful and good, and do not follow the Antalya (Turkey). footsteps of theEvil One, for he is to you an avowed enemy.” Keywords—Exploratory analysis, Halal (Muslim friendly) hotel services, Halal tourism, qualitative Again in Surah al- Baqarah : 172, Allah reminds”O ye who believe! Eat of good things that we have study. provided for you and be grateful to Allah, ifit is Him ye I. INTRODUCTION worship.” A. Background Halal friendly hotel is one of the hotel which provide the halal services to the Muslim travelers. This The world is experiencing a rise in the number of type of hotel is not limited to serve halal food and international halal tourists, travelers who choose to beverages but the operation throughout the hotel would Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 69 Advances in Economics, Business and Management Research, volume 100 also be managed based on Islamic principles such as B. Research Objectives providing halal food and drink, no alcohol beverage The objective of this research is to do exploratory being served in the hotel premises, qibla sign provided analysis of halal hotel services based on practices of in each room, prayer mat, copied of holy quran, three halal hotel at three countries: Hotel Sofyan provide ramadhan facilitis, such as ramadhan buffet (Jakarta, Indonesia), De Palma Hotel Ampang (Kuala and also for early breakfast (sahur) during ramadhan. Lumpur, Malaysia) and Adenya Hotel and Resort Halal friendly hotel should also focus on their (Antalya, Turkey). operation, design of the hotels and also their based financial of the hotel.Facilities at the hotel should be C. Research Questions operating as accepted in sharia principles. For example, Research questions are: How the Halal hotel facilities such as spa, gym, swimming pool, guest and services are conducted by using exploratory analysis function should be separated for males and females based on practices of three halal hotel at three (Zulkifli, et al, 2013). Therefore, Halal standard can be countries: Hotel Sofyan (Jakarta, Indonesia), De Palma classified into some elements such as: quality Hotel Ampang (Kuala Lumpur, Malaysia) and Adenya management from perspective if Islam -food and Hotel and Resort (Antalya, Turkey). Can the Halal beverages, facilities, finance, insurance, travel package, hotels practices be accepted model worldwide? transportation/airlines, and other travel/accommodation related activities. II. LITERATURE REVIEW Hotel is an establishment of the services such as A. Halal Tourism accommodation, food and drinks for or temporary The word halal is an Arabic word for permissible, residents who intend to stay at the hotel (Medlik and and is used to refer to everything that is permissible for Ingram, 2000 in Zulkifli, et al, 2013). Earlier times a practicing Muslim. Conversely, the word haram, the hotel industry is commonly known as lodging industry Arabic word for forbidden, is used to signify the things which providing overnight accommodation to the guest that are forbidden for a Muslim to consume or engage who stay away from home.The halal hotel is not only in (Battour and Ismail, 2015). The source of what concern on foodand beverage but, it should precisely constitutes halal and haram is derived from the Quran define on products, equipment, services andactivities in and the prophet’s Sunna (the teachings, words, and the hotels itself (Jeffery, 2008 in Sabidin, 2015). daily conduct of the Prophet Muhammed). The Muslim travelers are becoming more conscious Abdul-Razzaq (2016) and Razalli, et al. (2013) towards halal food and services while they are having argued that the notion of halal encompasses all the their vacation (Zulkifli, et al, 2013).Tourism sector is a aspects of Muslim’s life. However, halal is widely sector that has been identified by government as a associated with food and what is allowed to be catalyst for the economy. Halal industry has been consumed by Muslims. The Quran contains many becoming a lucrative market globally either for food-relatedverses outlining the permissible foods, products or services. However, The services sector such the Ayat (verse) mentioned in Surat Al Maaidah such as tourism has yet to tap into this lucrative market (The table) in the Quran: “All things suitable [for event though the halal travel is gaining popularity eating] have been permitted to you” (5:4). globally. There is a need for standard framework of halal friendly tourism. (Zulkifli, at al, 2013). The Quran also highlights what is strictly forbidden. The following Ayah in Surat Al Baqara (The Cow) It is concluded that there are a large potential of the highlights food items that are considered haram: “Only halal industry and tourism in terms of marketing carrion, blood, flesh of swine and that which is sizeand income. By specifically referring to the hotel consecrated for anything other than God is prohibited services sector, it clearly shows that it will not only for you. Even, in these things, whoever is driven by benefit the Muslim but also it will give advantages to necessity, intending neither sin nor transgression, there non-Muslim (Samori and Sabtu, 2012). By 2005 shall be no sin upon him. Indeed God is extremely onwards, the Islamic-oriented trend hotels has spilled Forgiving, Eternal in mercy” (2:173). over, with a number of hotels positioning themselvesas Islamic-oriented hotels, such as Caprice Hotel in Not surprisingly, the concept of Halal also extends Turkey, Al-Jawhara Hotel in Dubai, Hotel Sofyan and into the realm of the tourism industry. Carboni et al. Hotel Tuara Natama in Indonesia and DePalma Hotel (2014) state that halal tourism has found a favoring in Malaysia (Razalli, et al. 2013). amongst Muslim travelers who prefer to choose goods and services that follow the Islamic teachings so as to Despites of the previous research and discussion has abide by Sharia (a set of rules derived from the Quran led to sort of agreement with the concept of Halal and the Prophet’s (peace be upon him) Sunna that hotel, however there are not a general and dictate the daily lives and practices of Muslims whilst comprehensive accepted model for Halal hotels which travelling.