TOWARDS BRANDING MALAYSIA AS AN ISLAMIC TOURISM HUB

Abstract

This article examines the efforts of an Islamic hotel in branding Malaysia as an Islamic Tourism Hub. The researcher chooses one of Syariah compliance hotel which is ABC Hotel located in Petaling Jaya, Selangor that will concentrate on level of satisfaction among customers by services provided. Based on strategic management tools ABC Hotel has potential to provide service quality that will meet customer satisfaction. The results provide insights on to what extent the services provided by hotel satisfied the patrons who patronage the hotel. In conclusion, it can be summed that generally customers are satisfied with the service quality rendered by ABC Hotel. Nevertheless, there are still areas for improvement to strengthen and increase the service quality delivered. Thus, this result shows that there will be positive impact towards promoting Malaysia as Islamic Tourism Hub. Proposed strategies include increasing promotion efforts through strategic alliance and exhibitions, new services to customers such as package tour, enhance the promotion in cloud computing like social networking and promotion channel such as Booking.com and provide intensive training to hotel staff to increase their efficiency in handling the task. Specifically, these strategies will help Syariah compliance hotel improve the services provided and promoting Malaysia as an Islamic Tourism Hub in general.