Exploring Challenges and Business Strategies of Muslim Women Entrepreneurs in Halal Hospitality Industry: The Malaysian
Halal hospitality offers a huge potential as there is a phenomenal increase of Muslim travellers to destinations other than the US and Europe after 11 September 2000. Halal tourism is defined as activities permissible under the Islamic law and it provides
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Exploring Challenges and Business Strategies of Muslim Women Entrepreneurs in Halal Hospitality Industry: The Malaysian Experience Norlin Nor, Norlida Mohd Noor, Azmi Mohd Nor and Noor Junenita Mohd Nor
Abstract Halal hospitality offers a huge potential as there is a phenomenal increase of Muslim travellers to destinations other than the US and Europe after 11 September 2000. Halal tourism is defined as activities permissible under the Islamic law and it provides holiday destinations for Muslims who abide by the Shariah rules. Malaysia is one of the top destinations of halal tourism as the hotels, restaurants, shopping malls, airports and offices provide convenient facilities for Muslim travellers who are on business or leisure to perform their religious activities whilst they are travelling. This qualitative study, which is a part of a bigger study, looks at the challenges and issues; the Islamic and culture values; and the business strategies adopted by 12 Muslim women entrepreneurs who either own or manage the hospitality and tourism business in Malaysia. The findings show a few commonality areas among these Muslim women entrepreneurs. They all have the same “take-over” problems in the business. Findings also suggest that they hold strong
N. Nor (&) WIEF-UiTM International Centre, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia e-mail: [email protected] N.M. Noor Research, Industrial, Community and Alumni Networking, Universiti Teknologi MARA (Negeri Sembilan), Campus Kuala Pilah, Pekan Parit Tinggi, 72000 Kuala Pilah, Negeri Sembilan Darul Khusus, Malaysia e-mail: [email protected] A.M. Nor Faculty of Business Management, Universiti Teknologi MARA (Perak), 32610 Bandar Baru Seri Iskandar, Perak Darul Ridzuan, Malaysia e-mail: [email protected] N.J.M. Nor Department of Music, School of Drama, Film, and Music, Trinity College Dublin, Dublin 4, Republic of Ireland e-mail: [email protected] © Springer Science+Business Media Singapore 2016 S.K. Ab. Manan et al. (eds.), Contemporary Issues and Development in the Global Halal Industry, DOI 10.1007/978-981-10-1452-9_40
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Islamic and cultural values which they instil in their day-to-day operations. Evidently, they operate in an Islamic manner by providing halal food and services, hence contributing to the development of “halal hospitality.” This new market niche and a unique market positioning strategy may very well cushion the impact of the current economic slowdown and may be replicated to enhance women’s participation in SMEs in many Muslim communities around the world. Keywords Halal hospitality
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Halal tourism SMEs Women entrepreneurs
Introduction
Malaysia records a significant increasing growth in the hotel industry every year contributed by the large number of inbound tourists, especially coming from the Middle East countries. Therefore, Malaysia continuously offers new hospitality and tourism products, especially halal products to attract more and more Muslim tourists from these countries. More
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