Muslim-friendly beauty and wellness framework and measurement

Abstract

Muslim-Friendly Beauty and Wellness (MFBW) is rapidly becoming a component of Muslim-Friendly Tourism packages and Muslim-Friendly Hospitality Services. As Malaysia intensifies its effort to attract more Muslim tourists, it is introducing various types of initiatives. MFBW is among the latest services being offered. While there have been several attempts to define MFBW, a variety of authors have differed in their conceptualisations of it. Nonetheless, their definitions do contain some similarities, such as gender segregation in the provision of services. The aim of this study is to review the literature pertaining to MFBW and subsequently develop a taxonomy and measures that represent MFBW implementation. The taxonomy can be used to develop a measurement tool for the beauty and wellness industry’s readiness to embrace MFBW.

Keywords

• Muslim-friendly tourism
• Muslim-friendly beauty and wellness (MFBW)
• taxonomy
• measurements
• Sharia compliance
• Malaysia