A POST-TRAINING EVALUATION OF TOUR GUIDES’ KNOWLEDGE, ATTITUDES, AND SKILLS IN MUSLIM-FRIENDLY TOURISM

The Muslim tourism market is expanding rapidly worldwide, leading destinations to develop Muslim-centric tourism offerings. Muslim-friendly tourism focuses on delivering comfortable travel experiences that adhere to Muslim principles, including the provision of halal food, prayer facilities, and suitable environments. Tour guides serve as cultural ambassadors and are essential in facilitating culturally sensitive experiences. However, there is a notable lack of comprehensive training programs to equip tour guides with the necessary skills, knowledge, and attitudes to address the needs of Muslim tourists. This study assesses post-training knowledge, skills, attitudes, and readiness among tour guides who completed the Muslim-Friendly Tour Guide (MFTG) course. Employing a quantitative cross-sectional evaluation design, data were collected through questionnaires administered to 50 tour guides in Malaysia. Findings indicate that participants demonstrated strong post-training competence in explaining Islamic beliefs, advising on dress codes, and identifying halal food options. The guides exhibited substantial knowledge of Islamic practices, positive attitudes toward serving Muslim travellers and high motivation to meet their needs. Correlation analysis revealed a strong positive interdependence among skills, knowledge, attitudes, and readiness. The study concludes that professional training programs such as the MFTG course effectively prepare tour guides to address the requirements of Muslim-friendly tourism. Comprehensive training approaches are therefore essential for cultivating culturally sensitive guides and supporting the sustainable growth of Muslim-friendly tourism.