Halal Holistic Hospitality: Strengthening Communities through Food and Beverage, Accommodation, and Medical and Wellness Initiatives

Halal Holistic Hospitality: Strengthening Communities through Food and Beverage, Accommodation, and Medical and Wellness Initiatives

Mohd Sadad Mahmud., Yusnita Yusof., Ibraheem Alani AbdulKareem., Hazrin Izwan Che Haron@Shafiee., Puspa Liza Ghazali., Nik Hazimi Mohammed Foziah

Faculty of Business and Management, Universiti Sultan Zainal Abidin, 23100 Kuala Nerus, Terengganu, Malaysia

 DOI: https://dx.doi.org/10.47772/IJRISS.2024.8120201

Received: 12 December 2024; Accepted: 17 December 2024; Published: 11 January 2025

ABSTRACT

This paper examines Halal Holistic Hospitality, focusing on the integration of halal principles in three main sectors of hospitality: food and beverage, accommodation, and medical and wellness services. It highlights how this approach can foster community-building, promote cultural harmony, and drive economic growth. By addressing dietary, medical, and wellness needs in a culturally sensitive manner, halal hospitality supports community well-being. The paper also addresses the growing global demand for halal-compliant services, the challenges faced by the hospitality industry in meeting these needs, and strategies for overcoming these obstacles. The research concludes that integrating halal principles can lead to a more inclusive, culturally aware, and economically successful hospitality sector.

Keywords: Halal Hospitality, Holistic Hospitality, Community Well-being, Food and Beverage, Accommodation, Wellness and Medical Services, Cultural Sensitivity, Economic Growth, Halal Market, Health and Wellness Trends.

INTRODUCTION

The hospitality sector has the potential to unite people and foster a sense of community. This paper presents a model that integrates halal values into holistic hospitality, focusing on accommodation, food and beverage, and wellness and medical initiatives. By promoting cultural sensitivity, we aim to strengthen community ties and create an environment that is both welcoming and attentive to diverse cultural needs (Ithnan et al., 2022). Halal holistic hospitality seeks to accommodate dietary requirements while nurturing community-building efforts. By adopting a comprehensive approach, this initiative is poised to contribute significantly to cultural harmony, economic growth, and overall community well-being (Cheer, 2020).

Given the rapid changes in health and wellness trends, particularly within the hospitality sector, staying current is crucial. As Varga et al. (2021) assert, the hospitality industry is highly competitive, and trends can shift rapidly. Industry professionals must remain aware of current health and wellness movements to remain competitive. The trend toward wellness-oriented lifestyles has become more pronounced in communities, influencing expectations within the hospitality industry. Beverage operators, in particular, are incorporating wellness amenities that offer convenience, comfort, and added value. Additionally, wellness initiatives are becoming vital facilitators for promoting community well-being (Ramgade & Kumar, 2021).

Furthermore, hospitals must allow Muslim employees, patients, and visitors to fulfill their religious obligations when dealing with illness or caring for the sick. Sharia-compliant healthcare services, as Hamzah et al. (2022) note, are designed to provide Muslim patients with access to halal medicine and medical care that aligns with Islamic principles. The global halal industry is expected to be valued at approximately USD 2.3 trillion, with an annual growth rate of 20%, making it one of the fastest-growing sectors worldwide. The 1.8 billion Muslims around the world are driving the expansion of the halal market, which has diversified beyond food to include pharmaceuticals, cosmetics, health products, toiletries, medical devices, and services such as marketing, shipping, media, packaging, branding, and finance (Akram, 2022; Muyassaroh et al., 2021; Mahmud et al., 2020).

According to United Nations statistics, Islam is the second-largest religion globally, following Christianity, with an annual growth rate of 6.4% compared to Christianity’s 1.46% (Deuraseh et al., 2020; Deuraseh & Heradhyaksa, 2020). With 1 in 5 people worldwide identifying as Muslim, the global market for halal products and services represents a substantial opportunity (Aji, Muslichah & Seftyono, 2021).

The potential of the halal market is vast, as Muslims are known for their strict adherence to halal practices, especially regarding food. This sensitivity and attention to halal standards create significant opportunities for businesses, including those operated by non-Muslims, to capitalize on the growing halal industry. Strategies that incorporate halal principles can help businesses gain a competitive edge in this promising market (Nasution et al., 2023; Ibrahim et al., 2023; MS Nawaz et al., 2021).

This study’s primary objective is to explore a comprehensive, holistic halal hospitality model that addresses the diverse needs of communities. The main contribution of this study is to examine the impact of halal holistic hospitality on strengthening communities through food and beverage, accommodation, and wellness initiatives, and to assess whether there is an opportunity for people to embrace holistic halal hospitality.

Problem Statement

The progression of the world toward a more multicultural society depends on the halal business sector for several reasons. Many people remain unaware of the role hospitality plays in the growth of society. Halal food, beverages, accommodation, healthcare, sanitation, and safety are concepts that extend beyond the strictly religious (Danjuma, 2021; Harun, Zulkefli & Rosli, 2022). While the hotel industry serves a variety of international communities, it often falls short in providing all-encompassing, culturally sensitive services. Current strategies mainly focus on halal food and beverage offerings, neglecting the potential of holistic hospitality to foster community growth through accommodations, medical services, and wellness initiatives. This gap limits the industry’s ability to promote diversity, cultural sensitivity, and community wellbeing (Kabadayi et al., 2020; Ndiuini & Baum, 2021; Gilroy et al., 2021).

As Elasrag (2022) and Farouk (2023) point out, meeting the diverse demands of halalconscious communities requires a comprehensive framework that integrates halal principles into accommodation services, medical and wellness initiatives, and other areas. The lack of such a framework not only hinders the industry’s potential for economic growth but also makes it more difficult to create an environment that reflects the religious and cultural values of diverse communities.

Moreover, the limited research on the impact of halal holistic hospitality on economic development, community cohesion, and overall well-being impedes the formulation of effective policies and strategies (Al-Ansi, Olya & Han, 2023; Mahmud, 2021). Therefore, there is an urgent need to investigate and implement a more comprehensive and culturally sensitive approach to hospitality that encompasses accommodation, food and beverage, and wellness and medical initiatives. This approach should involve infrastructure development, training, policy modifications, and collaboration among the hospitality sector, local communities, and key stakeholders. Research in these areas will provide critical insights into how halal holistic hospitality can enhance communities (Yap & Al-Mutairi, 2023; Prayuda et al., 2023).

Shields and Hesbol (2020) and Mahmud et al. (2020) emphasize that a holistic strategy involves acknowledging existing challenges and taking proactive steps toward change. By implementing policy adjustments, training programs, infrastructure upgrades, and collaborative efforts, the hospitality industry can establish an environment that meets the halal requirements of diverse populations while fostering community prosperity and inclusivity. This research aims to bridge these gaps by examining the potential benefits and challenges of integrating halal principles across various facets of the hospitality sector, contributing to a more peaceful and community-oriented hospitality industry.

LITERATURE REVIEW

Halal is a comprehensive term that encompasses all permissible practices and activities in accordance with Islamic teachings and principles. As defined by Wilson and Liu (2011), halal refers to everything that is not forbidden by Islamic law. Battour (2016) describe halal as a set of practices and activities that are allowed and approved by Islam. While commonly associated with food and drink, the term “halal” covers a broader scope, extending beyond culinary consumption. From finance to personal care products, the concept of halal compliance is significant across many industries and is a crucial consideration for many consumers.

Holistic Halal Hospitality represents a comprehensive approach to meeting the needs of halalconscious consumers, transcending dietary considerations to encompass a broader range of services (Pacific, 2023). It involves not only the provision of halal-compliant food and beverages but also extends to accommodation, wellness initiatives, and efforts toward community integration. This paradigm shift within the hospitality industry aims to create an inclusive environment that addresses the spiritual, dietary, and overall well-being of guests. As the demand for such services grows globally, it is essential to explore the nuanced aspects of implementing Holistic Halal Hospitality, examining best practices, identifying challenges, and understanding consumer preferences and expectations. The hospitality industry plays a pivotal role in fostering community growth and resilience (Khalid et al., 2019).

Through various initiatives, establishments within this sector have the potential to become agents of positive social change (Mitchell, 2022). Community strengthening through hospitality initiatives includes a range of activities, from skill-building programs and cultural exchange initiatives to local sourcing practices and collaborative partnerships with local businesses. Studies have shown that such efforts not only contribute to the economic vitality of communities but also enhance social cohesion and cultural understanding (Lei et al., 2023; Yazid, et al., 2018).

The Halal industry has witnessed remarkable growth in recent years, expanding far beyond its traditional focus on food and beverages (Islamic Services of America, 2023). This growing sector now includes a diverse range of products and services, each adhering to stringent halal standards and certification processes. Market trends indicate a sustained upward trajectory, with projections pointing toward continued expansion. Regulatory frameworks and certification processes have evolved to meet the increasing demand for halal products, with ongoing efforts toward global standardization (Samori et al., 2014). Moreover, the industry has experienced a surge in innovative supply chain management practices, reflecting a broader commitment to sustainability and ethical sourcing. To fully understand the dynamics of the halal industry, it is essential to explore its trends, practices, and emerging markets.

In response to the growing awareness of holistic well-being, the hospitality industry has seen a rise in medical and wellness initiatives integrated into its offerings (Levey, 2023). This shift recognizes that guest satisfaction extends beyond accommodation and culinary experiences. Wellness programs, ranging from spa treatments to mindfulness practices, have become integral components of halal-friendly establishments (Zainal et al., 2023). Partnerships with wellness providers and the integration of specialized medical services tailored to halal requirements have become increasingly common. Studies suggest that these initiatives not only enhance guest satisfaction but also offer significant business advantages by improving the overall guest experience. As the demand for halal-compliant medical and wellness services continues to grow, it is essential to examine the various initiatives and their impact on guest satisfaction and loyalty.

Research Framework

Figure 1. Framework Halal Holistic Hospitality: Strengthening Communities through Food and Beverages, Accommodation, and Medical and Wellness Initiatives.

Research Questions

Based on the problem statement, the following research questions are proposed:

1. How does the integration of halal principles in food and beverage and accommodation contribute to community well-being?
2. How do halal principles influence the perception and utilization of community medical and wellness initiatives?
3. How does the development of halal holistic hospitality contribute to economic growth in the hospitality sector?

 Research Objectives

1. To investigate how the integration of halal principles in food and beverage and accommodation contributes to community well-being.
2. To examine how halal principles influence the perception and utilization of community medical and wellness initiatives.
3. To explore how the development of halal holistic hospitality contributes to economic growth in the hospitality sector.

RESEARCH METHOD

This study adopts a quantitative research approach, utilizing a questionnaire to collect data on halal holistic hospitality through community strengthening and initiatives in food and beverage, accommodation, and medical wellness. The research method was chosen based on the study’s purpose, the nature of the research questions, and the concepts being investigated (Wojtyś et al., 2018; Bougie & Sekaran, 2019). The study examines halal holistic hospitality and its impact on community strengthening in Terengganu.

A quantitative approach is well-suited for addressing the research objectives and is ideal for testing hypotheses in established research areas. It allows for the examination of halal holistic hospitality through food and beverage, accommodation, and medical wellness initiatives in Terengganu. This method also enhances the credibility of the research findings and the confidence in interpreting the variables being studied. Simple random sampling will be used to select respondents from Terengganu, aiming to examine the potential of halal holistic hospitality in strengthening communities.

CONCLUSION

The pursuit of halal holistic hospitality presents the hospitality sector with an opportunity to address current challenges and strengthen communities through a comprehensive approach. Issues such as the lack of a holistic perspective, the shortage of halal-friendly accommodations, awareness gaps, and unrealized economic potential underscore the need for focused efforts to drive change. A multifaceted approach, involving infrastructure development, training programs, policy changes, and collaboration among stakeholders, is necessary to overcome these challenges.

By establishing inclusive policies, training culturally competent staff, adapting infrastructure to meet diverse needs, and fostering collaboration, the sector can strengthen communities through food and beverage, accommodation, and medical and wellness initiatives. This research will play a critical role in providing evidence-based insights to guide decision-making and strategy development. Understanding community preferences, economic impacts, and the broader implications of halal holistic hospitality is essential for creating initiatives that meet the specific needs of diverse populations.

In conclusion, the integration of halal principles into hospitality services can go beyond strengthening communities. It can promote diversity, cultural awareness, and overall wellbeing, contributing to a more peaceful and prosperous hospitality industry. The success of halal holistic hospitality relies on continuous research, cooperative efforts, and a commitment to enhancing both the sector and the communities it serves.

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