Hotels` manager perception towards non-alcohol premises in Malaysia

Abstract

As a global leader in the Islamic tourism, Malaysia recognises the urgent need to lay the best foundation for the sector for its future to grow sustainably. The Islamic Tourism Masterclass – Muslim Friendly Hospitality Services Standard is a capacity building programme jointly organised by Malaysia’s national accreditation body, Department of Standards Malaysia (DSM) and Islamic Tourism Centre (ITC). This collaborative effort aims to engage the tourism players in promoting and guiding them with the practicality and adaptability aspects of the MS2610:2015 Muslim Friendly Hospitality Services – Requirements standard. However, the adoption of the standard requires the limitation in industry practice. One of the limitations is the restriction of alcohol in the hospitality which sparks the argument, discussion and opinion about the unavailability of alcohol services especially in three (3), four (4) and five (5) star hotel. To explore the readiness of 3, 4 and 5-star hotel hoteliers on alcohol restriction in their premises, quantitative research was chosen. Questionnaires or social surveys were a method used to collect data from 143 respondents. From the study 72.9 % of the respondents ready to adopt alcohol restriction in their premises which consist of 3, 4 and 5-star business hotel. Three-star hotel (100%) is the readiest hotel in implementing non-alcohol policy hotel compared to four stars (53.1%) and five-star hotel (39.1%). The studies on Muslim Friendly Hotel were required to understand the flexibility of Malaysia Standard MS2610:2015: Muslim Friendly Hospitality. Therefore, from the research, the government will gain the information on adaptation of policy development that can bring the product globally. Besides, the related authority can use the information from the research as a basis for practising the policies on their governance area. Moreover, the non-government organisation (NGO) can identify the strength and weaknesses of their services area to be empowered, maintained and repaired towards better services to tourist. Besides, hotelier will reap benefits by improving their knowledge on improving their services quality. Moreover, researchers alike will utilise the data and finding of this research to solve or finding alternatives for their research and politician and stakeholders will strategise the best solution on supporting the national growth of the economy.