UNIVERSITI TEKNOLOGI MARA (UITM) CAWANGAN MELAKA

KAMPUS BANDARAYA MELAKA

FACULTY OF HOTEL AND TOURISM MANAGEMENT

BACHELOR OF SCIENCE (HONS) TOURISM MANAGEMENT

ISLAMIC TOURISM (HTT 670)

PAIR REPORT WRITING

PREPARED BY:
NAME STUDENT ID
RAS NATASHA AZALEA BINTI 2022981881
HAMIRUDIIN
INTAN MASHITAH BINTI RAMLI 2022947385

GROUP:
MHM2416C

PREPARED FOR:
MISS NUR HUSNINA BINTI MOHAMAD ZAIDI

SUBMISSION DATE:
1 DECEMBER 2023
1.0 EXECUTIVE SUMMARY

This report was intended to explore how hospitality businesses and organizations
apply and manage their operations in accordance with Islamic law and values. This report will
also highlight the goal of evaluating the company's performance using an Islamic perspective,
which encompasses operations, management, and marketing. This report will also provide
detailed recommendations on how the organization can improve its performance for better
experiences.

Moreover, a behaviour that meets the demands of Shariah, or Islamic law, is referred
to as being "Shariah-compliant." (IslamicMarkets, n.d.). Andalusia Travel & Tours Sdn Bhd is
going to act as the case study and the focus of this report. This report will examine the
company’s Islamic practices in its operations and management, as well as how the organization
portrays itself as a Shariah-compliant company. Furthermore, Andalusia Travel & Tours Sdn
Bhd is a company that provides Shariah-compliant products and services.

This report will consist of background sources of the company that will explain in
detail the company’s establishment. Following that, in the operation strategy, there will be an
explanation of the issue of the company’s Islamic approach. In the Islamic approach and quality
management, there will be detailed information provided on how the company conducts its
business according to Islamic principles.

Furthermore, in the marketing approach, this report will explain ways of the
company market its products and services. Finally, there will be recommendations provided
that focus on providing a new method or ways for Andalusia Travel & Tours Sdn Bhd to
improve.
2.0 PROFILE OF ANDALUSIA TRAVEL AND TOURS

Name of Company : Andalusia Travel & Tours Sdn Bhd

Year of Establishment : 1983

Address : No25,27&29 Jalan 1/76, Desa Pandan, 55100 Kuala Lumpur

Operation Hours : 9 am – 6 pm (Monday - Saturday)

Contact Details : 03 9283 1588

Web Page : https://www.umrahandalusia.com/

Social Media : UmrahAndalusiadotcom (Facebook)

2.1 IDEA OF ESTABLISHMENT

Andalusia Travel & Tours Sdn Bhd was established in 1983 their headquarters is located at
Taman Maluri, Kuala Lumpur. The reason is that it was convenient since it is located in the
same state as Kompleks Tabung Haji Kelana Jaya near KLIA and it is also a center attraction
of easy accessibility. From its humble beginnings to the growth to be one of Malaysia's most
famous and respected travel agents it has provided the Hajj and Umrah pilgrims with over 16
years of experience. Besides, they also have conducted Muslim tour packages to visit other
countries. They have Branches in every state because those who live far from Kuala Lumpur
can just refer to the agent in their respective state and easy to manage.

The main purpose of this company is to focus more on religious tours and spiritual travelers.
Andalusia Travel & Tours Sdn Bhd attracts most Muslim tourist to Purchase their package
available to perform their Hajj and Umrah with the affordable range to Mecca with the full
arrangement by their company operation. they are not only successful in the tourism industry.
they also offer other services such as currency exchange, boutiques that sell goods for Hajj
and Umrah under management

Andalusia Travel & Tours Sdn Bhd. In addition, the company is located near the headquarters
in Taman Maluri (Desa Pandan) to facilitate the affairs of their customers in the money
exchange and also buy goods preparation for Hajj and Umrah.
3.0 OPERATION STRATEGY

3.1 The Struggle to Perform Umrah During Ramadhan.

The challenge for Andalusia Travel & Tours Sdn Bhd emerged when they were
dealing with individuals who wanted to do Umrah during the fasting month or Ramadhan.
Ramadhan is one of the holiest months for Muslims, and it is defined by an entire month of
fasting, which is one of Islam's five pillars (British Broadcasting Corporation, n.d.). During
Ramadhan in Mecca, the weather is a major contributor to the sources of people becoming ill
due to the hot temperature. As a result of their extensive expertise in managing pilgrims in
Mecca, the company understands the extent of the challenge of doing Umrah during the holy
month. Therefore, the company devised a plan to accommodate their pilgrims in the nearest
hotel, which is around 300 meters from the mosque. They will be able to help pilgrims reduce
their journey to the mosque by doing so. It is because many of them who perform Umrah are
older people who no longer have the same abilities as younger ones.

3.2 The Slander from Others

The most recent issue that the company has to deal with right now is a news outlet
that publishes their pilgrims' images without permission and accuses them of defrauding people
on Umrah packages. Slander is one of the greatest and most deadly, as well as one of the most
popular, corruptions of the tongue. Slander refers to revealing others' hidden flaws to disturb
them if they hear (Shirazi, n.d.). Because of that, Andalusia's reputation is jeopardized, and it
will lose customers and potential customers owing to a lack of faith in the company. As a result,
Andalusia decided to go public to address the issues and say that they are not a company that
scams people, but rather a legitimate organization that provides honest products and services.
It is also requesting that the new webpage that utilizes their image remove them because it
leads their pilgrims to become restless. After all, their faces are in front of the news. Finally,
Andalusia did everything possible to protect its pilgrims and its reputation as a long-standing
Hajj and Umrah travel service.
4.0 MARKETING APPROACH

Andalusia Travel &Tours Sdn Bhd is now one of Malaysia’s most respected tour
operators offering travel arrangements worldwide. It is natural for a strong marketing approach
to be applied in the competitive tourism sector in order to stand out and attract potential
customers. This travel agency mainly focuses on targeting most Muslim tourist to buy their
packages in which Muslims are available to perform their Hajj and Umrah. In addition, they
are offering Muslim tour packages that are suitable for a Muslim family. Andalusia Travel
&Tours Sdn Bhd Bhd offers honeymoon packages as well for newlyweds to celebrate their
wedding in once-in-a-lifetime experiences. The majority of the target market is likely to be
highly paid and healthy customers who are willing to spend more to get personalized attention.
It would seem that the target group is prepared to pay a premium for a top-notch vacation with
exceptional value.

In particular, digital marketing strategies are used by Andalusia Travel &Tours Sdn Bhd as a
key element in its approach to the market. They have created their website to make it easier for
customers to obtain any information regarding their company or travel details. With this
website, customers are also able to make any booking for their trip, Umrah, and many more.
The website helps Andalusia Travel &Tours Sdn Bhd in attracting visitors, placing them in
certain areas of interest while offering the possibility to purchase at least one or several
products selected for it. It is commonly known as e-commerce. It is relatively easy to deliver a
"cold" experience, a pop-in, pop-out transaction-led facility, due to its nature.

Andalusia Travel &Tours Sdn Bhd is creating a Facebook page where it would share all the
information such as any promotions, discounts, or any activities it held. Targeted customers
that are mostly millennials and boomers are allowed to give comments and feedback on the
Facebook page which enables the travel agency to respond and fix their service to become
better than before. Furthermore, the products and services of Andalusia Travel &Tours Sdn
Bhd are also promoted on Instagram. Content related to travel campaigns which could be
promotional material for their travel services are included in the posts on the account. The
account may also engage in affiliate marketing as indicated by a post that mentioned earning
commission and giving cashback as an affiliate. Thus, it is apparent that this travel agency uses
Instagram as a forum to promote their services, engage with customers as well and collaborate
with either influencers or agents that will help increase their visibility in the tourism industry.
Andalusia Travel &Tours Sdn Bhd also use TikTok as a platform to showcase stunning travel
destinations, share travel tips, and highlight unique experiences mostly on younger customers.
It can contribute to increasing visibility and attract potential customers by incorporating the
trends and taking part in popular contests or engaging with the TikTok community. Andalusia
Travel &Tours Sdn Bhd will be able to establish its brand presence, monitor the development
of new trends in the tourism industry throughout the platform’s evolution, and consistently post
top-quality travel content.

Moreover, partnerships and collaboration with the tourism industry have been established by
this travel agency. For instance, Andalusia Travel &Tours Sdn Bhd have agreed to continue
the partnership with Malaysia Airlines throughout the Umrah season during the year 2023/2024
(Sinar Harian, 2023 May 19). Likewise, starting this July this travel agency is offering the
opportunity for 7,000 pilgrims and tourists to visit Turkey during Umrah season in the year
2023/2024 by Turkish Airlines (BebasNews, 2023 November 15, 2023). Such partnerships
have provided access to exclusive offers or improved services that contribute to a total
marketing effort for the company.

Andalusia Travel &Tours Sdn Bhd develops various promotional strategies, such as advertising
campaigns, promotions, and discounts, to increase brand visibility and customer acquisition.
This travel agency has joined Matta Fair 2023 at the Malaysia International Trade and
Exhibition Centre (MITEC) by offering a discount of up to RM500 for Umrah packages
(Kosmo, 2023 September 1). With social media, the travel agency is also offering a discount
of RM100 for those who choose the economy package starting from RM6,990. Andalusia
Travel &Tours Sdn Bhd will also hold a 36-hour live event offering 36 vacation tickets to
Bangi Wonderland theme park for selected followers.

In conclusion, the marketing approach pursued by Andalusia Travel &Tours Sdn Bhd is to
provide Umrah and Hajj packages and target the Umrah market with an extensive range of
products to be able to expand its branches into areas that offer high potential. In order to achieve
this growth and recognition as a leading travel agent in Malaysia the company's marketing
strategies, partnerships and collaboration, digital customer-centric approach, and promotional
strategy are also contributing factors. The overall objective of Andalusia Travel &Tours Sdn
Bhd, which is to offer pilgrims affordable packages for a trip to the Holy Land, has been
achieved through its effective marketing approach.
5.0 ISLAMIC APPROACH

The Islamic approach refers to the methods and practices used by Andalusia Travel & Tours
Sdn Bhd to align its operations, management, and marketing with Islamic principles and values.
It includes halal food and beverages, Shariah-compliant accommodation, transportation, and
Shariah-compliant finance. The company tries to provide products and services that are in
accordance with the requirements of Islam and Shariah, while also encouraging transparency
and sustainability in its operations. Andalusia Travel & Tours Sdn Bhd places a strong emphasis
on upholding the ideals and modesty of Muslims who seek to adhere to the Quran's teachings
when traveling. The Islamic approach also includes ensuring that the items and services given
are halal and free of haram influences. The company's marketing initiatives aim to educate and
engage clients by sharing Islamic teachings and promoting events based on Islamic ideals.

5.1 Shariah-Compliant Accommodations

A Shariah-compliant accommodation refers to a hotel or accommodation facility that
adheres to the principles and guidelines set by Islamic law (Zaidatul et al, 2021). It caters
exclusively to the needs of Muslim visitors and supports Islamic values in its operations and
services. These accommodations prioritize visitors' religious needs, creating a setting that
fosters safety, hygiene, and respect for Islamic practices. They include separate amenities for
men and women, including pools, recreational areas, and saunas. The accommodations also
include halal food and beverages, adhering to stringent criteria to prevent any components that
are prohibited in Islam. Furthermore, Shariah-compliant accommodations frequently
emphasize Islamic heritage excursions, giving travelers the opportunity to learn about the
history and culture of Islamic civilizations while there.

There is significance in providing Muslim-friendly accommodations to cater to the

demands of Muslim travelers, particularly those completing religious pilgrimages such as
Umrah and Hajj. Muslim-friendly hotels avoid serving pork, lard, or alcoholic beverages to
adhere to dietary requirements. Furthermore, many hotels provide prayer directions known as
Qiblah and frequently supply prayer mats for Muslim visitors to utilize throughout their stay.
Andalusia Travel & Tours Sdn Bhd is acknowledged for its remarkable selection of hotels that
respect and accommodate its customers' religious and dietary concerns. This commitment
distinguishes them from other travel agencies and guarantees that Muslim travelers will have a
pleasant experience.

5.2 Shariah-Compliant Food and Beverage

Shariah-compliant food and beverage refers to the adherence to Islamic principles in
the production, preparation, and consumption of food and drinks. It involves ensuring that the
ingredients used are halal (permissible according to Islamic law) and that they do not include
any prohibited substances such as pork, alcohol, or any other forbidden components (Mei, J. et
al, 2017). In addition to the farm, the concept includes the complete food supply chain,
including processing, packaging, and labeling. Travel agencies like Andalusia Travel & Tours
Sdn Bhd try to offer Muslim-friendly accommodations with halal food and drink options as
well as a prayer direction, or Qiblah, in each room. They also include halal restaurants in their
tour packages in order to accommodate their customers' dietary demands and give them peace
of mind while traveling. This addition ensures that Muslim travelers will have a worry-free trip
and a good time.

5.3 Shariah-Compliant Transportations

Shariah-compliant transportation refers to transportation services that follow Islamic
laws and principles. This indicates that the transportation provider adheres to the standards
imposed by Islamic law, such as serving only halal food while traveling, upholding standards
of sanitation and hygienic practices, and making sure that employees are dressed suitably in
accordance with Islamic standard practices. Shariah-compliant travel also includes working
with other airlines that uphold the same ideals and providing travel choices that satisfy Islamic
requirements. For example, Andalusia Travel & Tours Sdn Bhd, a Shariah-compliant company,
offers Shariah-compliant transportation services that include airplanes and land transportation,
ensuring that all aspects of the journey are in accordance with Islamic law and values.
5.4 Shariah-Compliant Products and Services
Shariah-compliant products and services refer to offerings that adhere to the
principles and requirements of Islamic law. These products and services are developed and
provided with careful consideration of Islamic values and guidelines. It is created with Muslim
customers’ wants, needs, and religious convictions in mind. Food, accommodation travel, and
finances are only a few of the many areas covered by Shariah-compliant products and services.
Shariah-compliant products and services, for instance, would include halal food and drink,
Shariah-compliant accommodation and transportation, and Islamic-compliant financial
practices in the context of Islamic tourism. These services place a high priority on adhering to
halal regulations, encouraging cleanliness and safety, upholding Shariah laws, and providing a
setting that meets the religious requirements of Muslim customers.

The tour package provided by Andalusia Travel & Tours is designed to be Shariah-
compliant, catering to the needs of Muslim travelers. The package includes halal
accommodations that serve exclusively halal food and beverages (Gunduz, 2022). Male and
female guests have access to separate facilities, including swimming pools, recreation areas,
public beaches, and saunas, to ensure their privacy and safety. In addition, Andalusia Travel &
Tours offers tours focused on the Islamic civilization's history and culture, called Islamic
Heritage tours. It also seeks to protect the values and modesty of Muslim tourists who desire
to adhere to the Quran's guidance while engaging in the cultural diversity of all over the world.

5.5 Shariah-Compliant Finance

Shariah-compliant finance is a term used to describe a financial system and related
procedures that follow Islamic laws and regulations. It involves investments and financial
activities that adhere to Shariah law. This means that components like interest (riba), gambling
(maysir), uncertainty (gharar), and unethical investments (haram) must be avoided in any
financial activity. Instead, Shariah-compliant finance places an emphasis on ideas like risk and
profit sharing, as well as financial investments in moral and socially conscious businesses.
6.0 VIEWS ON ANDALUSIA TRAVEL & TOURS ISLAMIC APPROACH
The commitment given by Andalusia Travel & Tours Sdn Bhd in embracing the Islamic
approach in its operation is genuinely impressive. Their dedication to aligning its services with
Islamic principles and values ranges from accommodations to transportation and finance,
which has demonstrated an extensive understanding of the needs and preferences of Muslim
tourists.

6.1 Shariah- Compliant Accommodations

The emphasis on Shariah-compliant accommodations is particularly noteworthy. Andalusia
Travel & Tours Sdn Bhd ensures a welcoming and respectful environment for its customers by
providing facilities that meet the religious needs of Muslim tourists. The company promises to
offer halal hotels and resorts providing separate facilities for both genders, as well as fulfilling
the criteria set out in accordance with Islamic law. Muslim tourists are pleased by the
company's detailed attention to details that they don't often see in most travel agencies. Adding
prayer instructions to each room provides an additional layer of thoughtfulness, creating an
environment that nurtures not only the body, but also the soul.

6.2 Shariah- Compliant Food and Beverages

Much more than simply diet considerations, the commitment to Shariah compliant food and
beverage practices of Andalusia Travel & Tour Sdn Bhd goes well beyond that. The company
has recognized the process needs to involve every step of the supply chain like sourcing
ingredients, processing, packaging, and labelling. This approach has injected trust in Muslim
tourist to embark on their journey with more confidence since they are aware that every aspect
of their culinary processes aligns with Islamic principles. By incorporating halal restaurants,
Andalusia Travel & Tours seeks not only to meet the dietary demands of its customers but also
to enhance their overall travel experience.

6.3 Shariah- Compliant Transportation

Andalusia Travel & Tours creates a high standard for the tourism industry when it comes to
travelling according to Islamic law. The company will ensure that Muslim law and principles
are observed in all transport modes, such as the provision of Halal food on a flight, maintenance
of sanitization standards and ensuring proper dress codes for its employees. A comprehensive
approach to Islamic travel is presented by the company in its commitment to comply with
Islamic standards. Furthermore, the company’s commitment to offer seamless and spiritually
rich travel experiences is further strengthened through collaboration between airlines and
transportation providers who share these same values of compliance with Islamic law.

6.4 Shariah- Compliant Products and Services

It is not confined to the basic level when it comes to Shariah compliant products and services.
However, it is woven into the layer of every aspect of their offerings. The Andalusia Travel &
Tour Sdn Bhd travel packages are drawn up in such a way that any element which fits with the
principles of Islam is ensured to be coherent. The travel package provided by Andalusia Travel
& Tours Sdn Bhd will be carefully tailored to fulfil the principles and requirements of Islamic
law. For example, Halal food and beverage, Halal accommodation, and Halal transportation
are all services that prioritize cleanliness, safety, and adherence to Shariah laws. Andalusia
Travel & Tours Sdn Bhd can distinguish itself as a travel agency that views not only the
destination but also the spiritual well-being of its customers.

6.5 Shariah- Compliant Finance

The introduction of Shariah compliant financial services into Andalusia Travel & Tours Sdn
Bhd adds a new layer of security to its operations. The company demonstrates that its economic
activities are compatible with Islamic law and regulations in an industry which often fails to
pay attention to financial practices. Andalusia Travel & Tour is not only providing complete
experience of Islam travel but also adhering to the principle of risk and profit sharing through
avoidance of risks like interest, betting, uncertainty or illegal investments. The company's
dedication to a holistic approach towards Islamic tourism is reflected in this commitment to
ethical and morally sound financial practices.

Thus, Andalusia Travel & Tours Sdn Bhd Islamic approach is not only a marketing strategy as
they are committed to provide an authentic travel experience that matches the spirit and culture
of Muslim tourists. The company focuses on details, such as accommodation and finance,
constitute a standard of excellence in the tour sector that makes it an ideal choice for those who
seek authentic Shariah compliance and luxury travel.
7.0 QUALITY MANAGEMENT

A quality management system (QMS) is an established framework that involves

documenting processes, procedures, and responsibilities to achieve quality objectives and
adhere to quality policies. It facilitates the coordination and guidance of an organization's
activities to meet the requirements of customers and regulations, while also striving for
continuous improvement in effectiveness and efficiency (American Society for Quality, n.d.).
In the 21st century, the concept of QMS has started to integrate with sustainability and
transparency, as these factors have become increasingly important for customer satisfaction.

7.1 Through Vision and Mission

For more than a decade, the company has kept its Islamic philosophy in its
commercial approach, with a defined goal and mission in every procedure, management, and
service. The company's clear vision and objective can justify that its goal of assisting a
community in fulfilling the Five Pillars of Islam is straightforward and understandable. As a
result, when Muslims act, it depends not only on their plan, but also on their intention, and an
honest desire that will lead to the appropriate road for an individual to be closer to Almighty
Allah.
7.2 Through product and services
In any company, the key contributions to the Islamic concept are products and
services. When developing a firm based on an Islamic perspective, there is an important aspect
that this type of company must consider. The items they produce must be halal and not polluted
with haram influences, such as no travel packages that encourage them to do things that are
evil while on vacation. As a result, to preserve the quality of the Islamic approach in the
operation and management of this organization. Andalusia Travel & Tours Sdn Bhd guarantees
to give superior service and product quality at a reasonable price while remaining free of haram
influences.

7.3 Through promotion and activities

To preserve management quality, every company must evaluate the promotion
method that they employ to encourage customers to become regulars. Customer happiness is
critical for company growth. Andalusia Travel & Tours Sdn Bhd continues to uphold its Islamic
philosophy through advertising by posting it and developing events based on Islamic teachings
that not just target sales but also inbuilt ummah. Furthermore, it will be sharing anything
connected to Islam on Instagram, Facebook, and Twitter to educate people.
8.0 RECOMMENDATIONS
Andalusia Travel & Tour Sdn Bhd is a wonderful company because it has been offering its
products and services for a long time. Furthermore, the company is one of the top organizations
picked by clients owing to its low prices, wide range of products and services offered, and
customer trust. However, despite being an established player in the Islamic tourist market and
surviving the outbreak of COVID-19, Andalusia Travel & Tour Sdn Bhd still has room for
improvement. Therefore, there are still adjustments that the company can make to remain
relevant in changing times, as the organization’s target market will also change.

9.1 Improve information on the website.

As can be seen, having a website is essential for a business, especially in this day
and age, because potential customers will utilize search engines to find the greatest deal from
companies. In terms of information, the Andalusia website is severely inadequate. People have
had difficulty surveying for items that they require due to the website's lack of information.
However, to improve the company, it is necessary to expand the material on its websites. As a
result, potential customers will be able to acquire information that they could not easily obtain
from other sources. The websites can also be improved by changing the design, as the current
one appears to be quite simple and bland. Furthermore, the image featured on the web pages
appears to be very outdated. Finally, updating the look of the website will allow Andalusia to
attract younger customers.

9.2 Improve advertisements

Making or doing advertisements to market products and services is critical for an old
business (Barone, 2022). However, Andalusia can keep current customers due to its excellent
service provider. The company will be able to acquire additional customers by running
numerous commercials. Andalusia is present on social media, but the company appears to be
under-promoted. It can make modifications and promotions on television because the number
of people who watch the commercial is much more than promoting it on social media.
Furthermore, television advertising can target specific demographics and enhance reach by
promoting additional social media interaction.
9.0 APPENDIX

Figure 1: Andalusia Front Door

Figure 2: Andalusia Office

 Figure 3: Andalusia Brochure

Figure 4: Andalusia Travel Package’s Bunting

 Figure 5: Interviewing Andalusia’s staff

Figure 5: Interviewing Andalusia’s staff

REFERENCES
American Society for Quality. (n.d.). What is quality management system (QMS)?

Azis, D. (2023, May 19). Andalusia, Malaysia Airlines teruskan kerjasama. Sinar Harian.

Barone, A., (2022, June 13). Marketing strategy: what it is, how it works, how to create one.
Investopedia.

Bebas News (2023, November 15). 13 tahun Andalusia Travel, Turkish Airlines meterai
perjanjian penerbangan. Bebas News.

British Broadcasting Corporation. (n.d.). What is Ramadhan and when is it?

Gunduz, C. (2022). Halal concept package tour recommendation for travel agencies and tour
operators example of Turkey.

IslamicMarkets. (n.d.). Shariah-compliant.

Mahari, H. (2023, September 1). Andalusia tawar diskaun umrah sehingga RM500 di Matta
Fair. Kosmo Digital.

Mei, J., Mahmood, S., Joe, C., & Regenstein, M. (2017). Halal integrity in the food supply
chain. British Food Journal. 119. 39-51.

Shirazi, N., (n.d.). Life under the grace of ethics. Al-Islam. org.

Zaidatul Akma Sulaiman, Mohammad Iranmanesh, Behzad Foroughi, & Othman Rosly.
(2021). The impacts of shariah-compliant hotel attributes on Muslim travellers revisit
intention: religiosity as a moderator. Journal of Islamic Marketing.