Muslim-friendly tourism development through community-based entrepreneurship: A conceptual framework of Global Gotong Royong (G2R) Tetrapreneur

Abdul Wahab, P.L. Rika Fatimah, Ilma Mahdiya

Abstract


Abstract

The rapid growth of Muslim-friendly tourism highlights the need for a sustainable framework that goes beyond the mere provision of halal facilities and services. Despite increasing scholarly attention, limited studies have integrated community-based entrepreneurship as a central driver of Muslim-friendly tourism development. This study aims to propose a conceptual framework that combines community-based entrepreneurship with the G2R Tetrapreneur model to strengthen sustainable Muslim-friendly tourism practices. Adopting a conceptual approach, this paper synthesizes relevant literature on Muslim-friendly tourism, community-based enterprises, and entrepreneurial innovation. The proposed framework integrates four dimensions of the G2R Tetrapreneur—chainpreneur, marketpreneur, qualitypreneur, and brandpreneur—as strategic tools to empower local communities, ensure market responsiveness, maintain halal service quality, and enhance destination branding. The findings suggest that Muslim-friendly tourism development requires active community involvement and systemic entrepreneurial innovation to achieve inclusivity, competitiveness, and sustainability. The implications are twofold: theoretically, the study enriches the discourse on Muslim-friendly tourism by connecting it with community entrepreneurship and innovation models; practically, it offers policymakers, industry actors, and local communities a structured framework to design strategies for sustainable Muslim-friendly destinations. Future research is encouraged to empirically validate this framework across different socio-cultural contexts and explore its integration with digital entrepreneurship and policy governance. 

Abstrak

Pertumbuhan pariwisata ramah Muslim yang sangat pesat menuntut adanya kerangka pembangunan berkelanjutan yang tidak hanya berfokus pada penyediaan fasilitas dan layanan halal. Namun, kajian akademis masih terbatas dalam mengintegrasikan kewirausahaan berbasis komunitas sebagai penggerak utama dalam pengembangan pariwisata ramah Muslim. Penelitian ini bertujuan untuk menawarkan sebuah kerangka konseptual yang menggabungkan kewirausahaan berbasis komunitas dengan model G2R Tetrapreneur guna memperkuat praktik pariwisata ramah muslim yang berkelanjutan. Dengan menggunakan pendekatan konseptual, penelitian ini mensintesis literatur terkait pariwisata halal, kewirausahaan komunitas, dan inovasi kewirausahaan. Kerangka yang diusulkan mengintegrasikan empat dimensi G2R Tetrapreneur—chainpreneur, marketpreneur, qualitypreneur, dan brandpreneur—sebagai instrumen strategis untuk memberdayakan komunitas lokal, meningkatkan orientasi pasar, menjaga kualitas layanan halal, serta memperkuat citra destinasi. Temuan menunjukkan bahwa pengembangan pariwisata ramah Muslim membutuhkan keterlibatan aktif masyarakat dan inovasi kewirausahaan yang sistematis untuk mencapai inklusivitas, daya saing, dan keberlanjutan. Secara teoretis, penelitian ini memperkaya literatur pariwisata ramah muslim dengan menghubungkannya pada kewirausahaan komunitas dan model inovasi. Secara praktis, kerangka ini dapat menjadi panduan bagi pembuat kebijakan, pelaku industri, dan komunitas lokal dalam merancang strategi pengembangan destinasi halal yang berkelanjutan. Penelitian lanjutan direkomendasikan untuk menguji secara empiris kerangka ini dalam berbagai konteks sosial-budaya serta mengeksplorasi integrasinya dengan kewirausahaan digital dan tata kelola kebijakan. 


Keywords


Muslim-Friendly Tourism; Community-Based Entrepreneurship; G2R Tetrapreneur

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DOI: https://doi.org/10.17509/jithor.v9i1.91129

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