BY DR MOHMED RAZIP HASAN

“ As a market leader , upon launching our products and price campaign , we must also be prepared to face the price reaction and price attack from the marketplace if the prices are not favourable to the customers and suspected of any hidden cost and uncertainty .”

In this issue , the writer has chosen ‘ leadership ’ as the topic of discussion and how it is essential to the marketing process of halal tourism products and services . I will begin with an event that holds great significance to our minds and hearts .

ISLAMIC CALENDAR – NEW YEAR 1446 HIJRI

Alhamdulillah , we are now in the new year of 1446 Hijri , which begins with Muharram , which is the first month in the Islamic calendar . This year , 1st Muharram 1446 falls concurrently on Sunday , Jul 7 , 2024 .

The significant element highlighted in Muharram is that “ hijra ” means departure from one place to another for betterment , spiritually and physically .

It also features the role of leadership , strategic planning , foresight and the need for humanity , loyalty , perseverance , resilience , unity , co-existence and trust in God in moments of crisis , adversity and hard times .

LEADERSHIP IN PERSPECTIVE

Leadership has a special place in Islam as it has led and created the world ’ s civilisation throughout history . It continues to contribute to good causes and benefits of humankind , Insya-Allah .

The Holy Quran and hadiths ( sayings , traditions and teachings ) of the Prophet Muhammad S . A . W . ( peace and blessings of Allah be upon him ) mention significantly about leaders , types , leadership qualities and governance .

We can use them as our principles , guidance , strategies and management tools to excel in everyday life , family , community , nation-building , business and hereafter .

There are four primary obligatory characteristics of the Prophet S . A . W . ( peace and blessings of Allah be upon him ) that leaders can emulate , i . e . honesty and integrity ( sidiq ), trustworthy ( amanah ), conveying ( tabligh ) and intelligence ( fathonah ).

Leaders must also be kind , truthful , accountable and responsible of their acts , just , trustworthy , modest , simple and humble , generous , ethical , in consultation ( syurah ), always remember Almighty Allah and avoid wrong doings ( taqwah ), have correct worldview , knowledge and wisdom , have spirit and power of sacrifice and perseverance , bravery , compassion and forgiveness , passion and excellence , patience ( sabr ), consistent ( istiqomah ) and dependence on Allah ( tawakal ), in quest for meaningful success .

LEADERSHIP IN HALAL TOURISM MARKETING

Today , more than before , halal tourism , travel , hospitality , and related fields require solid and capable leadership to lead the destination to remain competitive in the marketplace .

This applies to all levels and categories that make up the ecosystem . The demand and interest towards the halal tourism segment

continue to show significant growth from the last five years amid its presence 15 years ago .

The destination needs transformative marketing ideas and enablers to navigate the challenges and capture new ground in the market , especially in prominent and highincome Muslim countries and in where the presence of sizeable affluent Muslim professionals and respected business communities in non-Muslim countries .

The destination is in high need of quality , passionate , and influential leaders and winning teams to make a high impact on marketing strategies and desired results . We also have to ensure that infrastructures and services are in place and maintain them according to international best practices and halal standards .

TOURISM MARKETING MIX

In discussing this further , we must realise that the tourism industry is highly influenced by internal and external factors both from the perspective of consumers and suppliers . In this regard , for a destination that has a plan to position itself as friendly to potential Muslim tourists , it has to provide at least the capacity and capability to lead in the primary four marketing mix , namely the product , price , promotion and place .

In today ’ s environment , these mixes may extend into more specific areas , such as people and technology . In the context of Islamic tourism , the formulation of marketing mix strategies must be balanced and sustainable between the needs of industry and the demands of Islamic principles by the tourists and community in the form of policies , materials , processes and end-products , among others .

PRODUCT LEADERSHIP

For halal tourism , those products , infrastructures and services offered must conform to the shariah requirements , among others , to ensure that they are halal ( permissible ), exist , are not ambiguous , safe and meet the standards and quality control .

Assessment , standard compliance , certification and endorsement are among the measures that have to be met and acquired to ascertain the product quality . No sub-standard and mediocre is allowed .

In the interest of product quality , a producer must follow the process as early as idea generation , pro-type , product & service

testing , defect improvement , production and product announcement and launch and pricing .

As for Islamic tour packages and services , we may need to consult Sharia experts and advisors in related fields for advice and opinions on halal standard compliance .

The package must also include quality tourism establishments , attractions and products that feature Islamic values and do not contradict Islamic principles .

Alhamdulillah , now we have an encouraging number of recognised Muslim-friendly accommodations and other services that are readily available and can be packaged and patronised conveniently and confidently .

Similarly , for restaurants or kitchens serving halal foods and drinks , an operator is required to have a valid halal certificate from the bona-fide authority .

As market leaders , we cannot take for granted and compromise this halal and toyibban requirement , which , if we fail to comply , affect our business reputation and sales revenues .

PRICE LEADERSHIP

Price is an essential element in business and everyday life . Market forces , value , supply and demand , negotiations by both sellers and buyers determine tangible and non-tangible products and services prices .

This pricing mechanism is evident in the tourism and travel sectors , which have complicated supply chain systems . Trade shows , expos and travel marts are some of the essential avenues involved in travel-related business professionals and officials to meet and negotiate terms , rates and prices for their upcoming travel seasons and business collaborations that include destinations , airlines , cruises , hotels and product management .

The prices of the products and services should be attractive , reasonable , justifiable , affordable , and not over-priced ( excessive ) to clients while also not being below the cost of production , which denies profit and revenue to suppliers .

There are different categories of travellers that require different pricing designs and strategies , such as ordinary leisure tour packages , niche and particular interests , and luxury tours .

Here lies the leadership role in outlining the pricing objective , studying the trend and demand and its implications for setting prices , estimating the cost variations at different levels , and analysing competitors ’ prices and offers .

Halal tourism is dynamic , yet it has also been developed based on moral values , quality , fairness , justice , transparency , integrity , and sustainability . It is beyond profit .

As a market leader , upon launching our products and price campaign , we must also be prepared to face the price reaction and price attack from the marketplace if the prices are not favourable to the customers and suspected of any hidden cost and uncertainty .

There have been many unpleasant stories and cases of over-pricing , cheating , and unreasonable price reduction that lead to loss of customers , mistrust of the brand and legal implications . The price must also not contain an element of interest riba ’ ( usury and interest ).

The Islamic principle emphasises value maximisation rather than profit maximisa-