Brand Openness, Awareness, and Interests in Muslim-Friendly Travel Agencies in Malaysia

Rosninawati Hussin; Norhayati Rafida Abdul Rahim; Safiyyah Ahmad; Ihab Ahmad Uwais

doi:10.33102/uij.vol36no03.589

Authors

Rosninawati Hussin Communication Program, Faculty of Leadership and Management, Universiti Sains Islam Malaysia, Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia https://orcid.org/0000-0002-2300-021X
Norhayati Rafida Abdul Rahim Communication Program, Faculty of Leadership and Management, Universiti Sains Islam Malaysia, Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia https://orcid.org/0000-0002-4058-0121
Safiyyah Ahmad Communication Program, Faculty of Leadership and Management, Universiti Sains Islam Malaysia, Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia
Ihab Ahmad Uwais Communication Program, Faculty of Leadership and Management, Universiti Sains Islam Malaysia, Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia https://orcid.org/0000-0003-2451-3671

DOI:

https://doi.org/10.33102/uij.vol36no03.589

Keywords:

social media, sharia-compliance tourism, Muslim-friendly hospitality, halal, branding

Abstract

Social media is a platform that enables users to get in touch with each other. The role of social media is widely recognised for anticipating the development of businesses and services. A unique corporate identity can be developed by promoting a product or service through social media, which has a very high potential to reach as many customers as possible. Similarly, social media is being used in the tourism and hospitality industry, for promotion, advertisements and marketing strategies. Muslim-friendly tourism travel agencies fulfil Muslim travellers' needs, including halal food, prayer facilities, cleanliness and safety, according to Maqasid Sharia. To what extent are brand openness, awareness, and interest correlated in Muslim-Friendly travel agencies in Malaysia? Therefore, this study examines the correlation between brand openness, awareness, and interest in Muslim-friendly travel agencies among 200 respondents. A quantitative approach is employed using an online survey from August to December 2021. The questionnaire was developed using Likert Scales, while the analysis used the Statistical Package of Social Science (SPSS). A positive relationship was found between the use of social media and Muslim-friendly branding among the respondents. It suggests that social media helps users with brand awareness in the context of Muslim-friendly travel agencies in Malaysia. Stakeholders in the tourism industry are advised to utilise the benefits of social media to grow Muslim-friendly tourism revenue in Malaysia.

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