INCEIF team found key findings to develop Muslim-friendly tourism offerings in Yan, Kedah
As Malaysia positions itself as a leading Muslim-friendly destination, agrotourism stands out as a compelling offering that celebrates the nation’s agricultural heritage and provides a tranquil retreat for Muslim travellers seeking meaningful and immersive experiences. Therefore, understanding what agrotourism offers is crucial to ensure that stakeholders can take the necessary measures to enhance this segment further.
In a move to enhance Muslim-friendly offerings in agrotourism, a team of researchers from the International Center for Education in Islamic Finance (INCEIF), in collaboration with the Islamic Tourism Centre (ITC), recently completed a three-month study titled “Feasibility Study on Muslim-Friendly Services and Facilities in Tourism Offerings: A Case Study of Paddy Farmers in Yan, Kedah.”
The study was conducted at Smart Sawah Berskala Besar Asnaf (Smart SBBA) in Yan, Kedah, wholly owned and administered by Lembaga Zakat Negeri Kedah (LZNK). The significant stakeholders involved were LZNK, Masjid Daerah Yan and PLAN Malaysia.
OBJECTIVES OF THE STUDY
According to Team Lead Izzat Rusly, his research team had identified four main objectives for conducting this study. Firstly, they aimed to evaluate the practicality and potential of Muslim-friendly services and facilities in Yan, Kedah. However, given the large area of Yan, their focus narrowed down to Smart SBBA.
“Secondly, we wanted to assess the anticipated benefits and socioeconomic impact of Muslim-friendly tourism to the stakeholders. It includes the Asnaf under LZNK, who cultivate paddy there, and the surrounding area’s local community.
“Thirdly, we aimed to propose actionable steps and measures needed. This means that after assessing the condition, facilities, and any areas of development, we want to propose the necessary actions and measures for the stakeholders.
“Lastly, we wanted to identify the challenges and implications and suggest strategies to overcome these obstacles.”
KEY FINDINGS AND RECOMMENDATIONS
Izzat said the team had come up with several findings. First, they identified significant untapped potential in Yan for agritourism development, highlighting the opportunity to leverage the region’s agricultural assets.
“Yan is known for its paddy farm. So that’s the agriculture heritage. We recommend implementing targeted marketing strategies first for the community and stakeholders. Given their significant heritage and competitive advantage in the paddy farm, we aim to highlight unique agrotourism offerings. This includes showcasing the paddy farm and local activities, promoting these aspects to outsiders, and ensuring people know the location and the available activities.”
Secondly, Izzat said the key finding was the need to enhance infrastructure to accommodate visitors, explicitly focusing on homestays. The recommended homestays aim to align closely with the local culture. Many homestays feature modern concrete houses, but the team suggested a shift towards traditional houses on top of the paddy fields, giving visitors an authentic local experience.
He explained that the third recommendation involved fostering collaboration with local farmers and businesses to create an authentic and immersive experience. This includes partnering with paddy farmers and local businesses in the food, accommodation, homestays, and transportation sectors. The goal is to ensure visitors have easy access to all necessary amenities.
“Lastly is community engagement and capacity building initiatives. They are essential for ensuring sustainable growth of agriculture ventures.”
Izzat noted that these findings and recommendations underscored the importance of capturing the needs of Muslim travellers within the agrotourism segment by providing and enhancing Muslim-friendly facilities in the area.
He also emphasised that the limitations of the three-month timeframe shaped the evaluations and recommendations provided. With additional time, the research could have been more comprehensive and extensive given the opportunity.
RECOMMENDATION FOR OTHER DESTINATIONS
“So for other destinations keen to venture into agrotourism, the recommendation that we can first come up with probably would be conducting thorough market research to identify niche opportunity and competitive advantage because other destinations probably have their unique offering or their unique competitive advantage,” shared Izzat, highlighting Yan and its unique paddy offerings.
Secondly, Izzat also emphasised the need for strong collaborations with local agriculture stakeholders and tourism authorities, recognising the importance of leveraging existing resources and expertise. He highlighted the significance of partnerships in areas like marketing and sustainable practices.
Additionally, he stressed the importance of continuous improvement and adaptation to evolving customer preferences, citing the current shift towards digitalisation with platforms like TikTok and Instagram gaining popularity. – RnR
