Abstract
Muslim friendly tourism (MFT) is famous for the services and facilities in compliance with Shariah. Malaysia has developed an impressive tourism but there is lack of awareness among industry players where some of them still do not show interest to implement MFT. The scope of this research covers on the implementation of MFT in Malaysia. The objective is to examine the concept of MFT implemented in Malaysia and its services and facilities provided by the agency. The conceptual study adopts a qualitative method where the data are collected through library research such as from books, articles, journals, reports, and online resources. The collected data were analysed by using content analysis. The finding of this study discover on the implementation of MFT in services and regulation standards. By understanding the actual concept, it can enhance the opportunities of MFT and attract key players to invest.
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