INCORPORATING ISLAMIC PRINCIPLES IN EVENT CONTENT: ENHANCING THE APPEAL OF ISLAMIC TOURISM

Abstract: This research aims to increase the attractiveness of Islamic tourism by exploring the use of Islamic principles in event content following the increasing demand for Islamic tourism that encompasses a firm adherence to Islamic beliefs and values. Therefore, incorporating Islamic ideas into event planning and implementation is expected to further enhance the Muslim travel experience in Malaysia, which requires them to meet religious and cultural demands while traveling. This research aims to comprehensively evaluate and create an inclusive event design framework using core Islamic principles to enhance the broader appeal of Islamic tourism. To gain an understanding of how Islamic teachings can be incorporated into the content of an event, structured interviews were used involving industry professionals and event organizers sharing their views. The study also considered the benefits of promoting good manners and ethics that not only benefit organizers but also visitors to understand and foster a sense of community. By collectively combining a literature review and qualitative analysis, this study highlights definitive best practices for integrating Islamic principles into event content and discusses the subsequent implications for the development of sustainable Islamic tourism. The results suggest that by aligning event proposals with Islamic ethics and doctrine, events can attract additional Muslim visitors which can help with the growth of the Islamic tourism sphere. Keywords: Event Content; Event Management; Islamic Tourism; Muslim Travelers