INNOVATION IN HOMESTAY PROGRAMME: ESTABLISH CRITERIA FOR A MUSLIM-FRIENDLY ACCOMMODATION

Suhaida Herni Suffarruddin; Mastura Jaafar; Amalina Mursidi; Nur Ammera Suhaimai

Authors

Suhaida Herni Suffarruddin Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Nilai, Negeri Sembilan, Malaysia
Mastura Jaafar School of Housing, Building and Planning, Universiti Sains Malaysia, Penang, Malaysia
Amalina Mursidi Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, Nilai, Negeri Sembilan, Malaysia
Nur Ammera Suhaimai Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Kelantan, Malaysia

Keywords:

Muslim-friendly accommodation; Homestay programme; innovation in rural tourism; MS2610:2015 standard

Abstract

The increasing demand for Muslim-friendly destination highlights the need for Shariah-compliant innovations in accommodation services, particularly within Malaysia’s rural homestay programme. While Malaysia is globally recognized as a leading Muslim-friendly destination, existing homestay offerings often lack specific guidelines aligned with Islamic values. The general standards provided by tourism authorities, such as the Ministry of Tourism, Arts and Culture (MOTAC), do not sufficiently address the operational realities of homestay programme. This conceptual paper aims to develop a set of Muslim-friendly accommodation criteria tailored for homestay operators through a narrative literature review. By synthesizing findings from previous studies, national standards such as MS2610:2015, and recent industry developments, this paper identifies four key criteria: (1) Privacy and Safety, (2) Facility and Environment, (3) Cleanliness and Comfort, and (4) Halal Food Provision. These criteria reflect the spiritual, physical, and emotional needs of Muslim tourists and provide a foundation for aligning homestay practices with Shariah-compliant expectations. The proposed criteria also support innovation in rural tourism by enabling homestay operators to enhance service delivery, increase competitiveness, and meet niche market demands. From a theoretical perspective, this study contributes to the limited body of knowledge on faith-based tourism innovation in community-based settings. Practically, it provides actionable guidelines for policymakers, tourism agencies, and homestay programme associations to develop structured and standardized Muslim-friendly accommodation offerings. The findings also support Malaysia’s National Tourism Policy 2020–2030, which aims to position the country as a top-tier Muslim-friendly tourism hub. Future empirical research is recommended to validate the criteria and examine its applicability across diverse rural contexts.

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