Reviewing the potential of muslim-friendly tourism and hospitality assurance and recognition (MFAR) branding

This paper aims to review the determinants of tourist revisit intention to Muslim-friendly hotel (MFH). Understanding the behavior of domestic tourists, particularly Muslim tourists, is crucial for the development of the MFH. This research focuses on Muslim guest behavior (attitude, subjective norm, and perceived behavioral control), also focusing on the mediating roles of Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) awareness in influencing revisit intentions. The proposed framework is developed through a review of existing literature. Based on the literature review, this paper identifies that despite Malaysia’s efforts to promote Islamic tourism and encourage MFAR adoption, the number of certified MFAR hotels remains limited. The findings highlight key areas for future research, including the growing demand for MFH, the added value of MFAR, and the scarcity of literature on revisit intention in this context. By investigating MFAR awareness as a mediator, this study contributes to both academia and industry, offering insights for hoteliers, policymakers, and tourism stakeholders to enhance MFH. The results also provide practical implications for strengthening MFH positioning, enhancing credibility, and improving service quality through staff training in Islamic hospitality.