The Prospect of Sharia Hotel in Indonesia: A SWOT Analysis

Ryan Al Rachmat

, Didik Susetyo

, Mukhtaruddin

Graduate Student of Sriwijaya University, South Sumatera, Indonesia

Faculty of Economics, Sriwijaya University, South Sumatera, Indonesia

Keywords: Prospect, Sharia Hotel, SWOT Analysis

Abstract: This study aimed to analyze the prospects of Islamic hotels in Indonesia. This research uses Shariah

Enterprise Theory, Khalifatullah Fil Ardh perspective and Zakat Metaphor to understand the practice of

Sharia hotel in Indonesia,. In addition, the prospect of deepening Islamic hotel using SWOT analysis that

produces a variety of challenges and opportunities faced by the hotel Sharia in Indonesia. Subjects in this

study is Sharia in Jakarta and Palembang, data collection and analysis conducted by qualitative method.

Data collected in the form of internal informant interviews to the hotel Sharia and other stakeholders, direct

observation and documents. The results of the research show that the Sharia hotel in Indonesia face various

challenges in practice as the organization that put Islamic principles as a core business, beside the various

challenges that exist, Sharia hotel in Indonesia also has a potential opportunities to develop further.

1 INTRODUCTION

Sharia Hotel is a hotel that provides lodging

services, meals, and drink, and other services for the

public run on the basis of Islamic law (Yusof and

Muhammad, 2013). Sofyan (2011: 64) added that in

the case of provision, procurement and use of its

products and facilities and operations do not violate

the sharia rules. Shahmim (2009) defines sharia

hotels as hotels where the services offered and their

financial transactions follow the full Islamic

principles, not only limited to halal food and

beverages but on health, safety, environment and

beneficial to the economic aspect for all people, all

races, trust or culture.

Sharia hotel run by using a series of criteria

listed in the guidelines, several studies conducted in

Malaysia, Dubai and Egyptian men try to develop

criteria so that didapatlah criteria for a hotel that

would implement sharia as the basis of its business,

including the study of (Rosenberg & Choufany 2009

; Shahmim, 2009; Henderson, 2010; Stephenson et.

al , 2010; Suhaiza et. al, 2011; Yusof and

Muhammad, 2013; Saad et. al , 2014) divides the

criteria into three categories: Operations, Design &

Interiors and Financial .

Yusof and Muhammad (2013) are

convinced that sharia and operational hotels should

reflect the value of sharia, because there is a

misunderstanding in society that assumes sharia

hotels do not provide illegal drinks and provide halal

food only (Shahmim, 2009) . It's not that simple, p

there are several studies ( see Rosenberg &

Choufany, 2009; Shahmim, 2009; Henderson, 2010;

Stephenson et. al, 2010; Suhaiza et. al, 2011; Yusof

and Muhammad, 2013; Saad et. al, 2014) provides

attention to financial aspects of the hotel, which was

used to finance the hotel operations should adhere to

sharia regulations that could be perceived as sharia,

Islamic finance in addition to running the (hotel

financed through Islamic financial agreement) the

hotel should also contribute to the proportion of its

income to zakat (following zakat principle: giving

back to community ). In one statement mentioned

that the hotel should follow the principle of Ilam in

all aspects, it can be said from cleaning to

242

Al Rachmat, R., Susetyo, D. and Mukhtaruddin, .

The Prospect of Sharia Hotel in Indonesia: A SWOT Analysis.

DOI: 10.5220/0008438902420249

In Proceedings of the 4th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2018), pages 242-249

ISBN: 978-989-758-387-2

accounting practice (Shahmim, 2009; Aryanty,

2010; Samori and Rahman, 2013) .

Gambling and Karim (1987) who gave the theory

of " Colonial Model" by assuming that if a society

has an ideology or an Islamic worldview then the

community will use this concept in its social and

economic activities so that it will form its

accounting and accounting theory. Belkoui (1985)

recommends that every culture has its own

accounting theory including Islam. According to his

accounting theory was born from the conditions,

environment, culture, and situation, economic and

social that exist in a region that would be different

from other environmental cultures.

Anwar and Ghofar (2007) explains, sharia hotel

as the organization (business) sharia is seen as an

entity that dimension of accountability is not

confined to themselves and owners of capital alone,

but also to direct participant (employees,

government, customers and others), indirect

participant (community, environment), and most

importantly, to God. If Anwar and Ghofar (2007)

assert that sharia organizations have two interaction

models namely (i) organizational interaction with

God (dimension of worship); and (ii) muamalah

interaction with community (stakeholder and

stockholder) and world (environment, ecosystem).

Triyuwono (2007) distinguishes it in two groups,

namely direct-stakeholders and indirect-

stakeholders.

A series of interaction models described by

Anwar and Ghofar (2007), then grouping the scope

of accountability held by sharia organizations

(Triyuwono, 2007). In addition, it is also mentioned

that in essence human beings (organization) carry

out the mandate of the caliph on earth to spread

Rahmatan Lil Aalamiin (QS Al-Baqarah 2:30, Al-

Anbiyaa '107: 21). This mandate is presented in the

metaphor of amanah as the concept of 'self' syariah

organization which then its manifestation can be

seen through zakat which is resprentasi from

amanah.

In practice, there are many sharia hotels that run

their business organizations without following the

general guideline for the organizers of sharia hotels,

even the finance is still executed conventionally, on

the grounds that they are still new players in this

industry so it has not run completely the prevailing

provisions. Khalifatullah Fil Ardh perspective in this

research is very central in viewing the focus of

research, in the order of theory, this perspective

clearly explains the position and how should the

organization of sharia run.

Furthermore, various challenges that accompany

the process can be identified in depth so that it can

be seen how the implementation of Sharia principles

is still merely a mere label or not, because it is a

consequence that must be executed in full and

precise. However, apart from that all sharia hotels

also have opportunities to be explored and

developed further. This is based on the dynamic

development of sharia science that has been included

in various other industries, in other words it is still

the opportunity of this industry to be examined more

closely with various approaches as conducted in this

study

2 LITERATURE REVIEW

Sharia Enterprise Theory (SET)

In contrast to that, enterpise theory present as a

concept that is widely proposed as an alternative to

entity theory in Islamic economic system, especially

Islamic Accounting (Harahap, 1997; Triyuwono,

2000; Adnan, 2002). Enterprise theory encompasses

social and accountability aspects and also explains

that accounting should serve not only the owners of

the company, but also the community. In line with

the opinions that Meutia (2010) has put forward in

the definition of enterprise theory a theory that

claimed their responsibility not only to the owners

but only for the clogs p ok s broader stakeholder.

Enterprise theory, according Triyuwono (2003), is

able to accommodate the plurality of the public

(stakeholders), that are not able to be done by the

proprietary entity theory and the theory .This is

because the concept of enterprise theory shows that

economic power is no longer in the hands of

(shareholders), but are in many hands, namely s

takeholders (Triyuwono, 2003). Therefore,

enterprise theory is more appropriate for for an

economic system that bases itself on the values of

sharia.

A similar view is also put forward by Adnan

(1999) and Triyuwono (2000) which essentially

recommend enterprise theory as the theoretical

concept of Sharia Accounting. Although the concept

of a few researchers have agreed to submit the

enterprise theory, but there is still need for

justification that The real enterprise theory has been

the concept of theoretical accounting sharia, Slamet

(2001) states that it is need in-depth discussion to

The Prospect of Sharia Hotel in Indonesia: A SWOT Analysis

243

achieve the level as it was no agreement delivered a

experts. It is logical that if we look at the argument

of Tahery's (2000) opinion that recommends

proprietary theory, he reasoned that he was

responsible for all actions to God and Man, not

institutions and entities. Another argument from

Tahery (2000) proprietor is the center of all interests.

Reflecting on the accountability formula in the

SET put forward by (Triyuwono, 2006a) that

explicitly in this matter the individual interests

depicted through shareholders are not the main

purpose but there are other parties starting from God

as the ultimate party and being the sole purpose of

human life (Triyuwono, 2007). If the first

stakeholder is God then the next is

Manusia.Triyuwono (2007) differentiate into two

groups, namely direct-stakeholders and stakeholders

indirect- .Both these things can be explained as

follows Direct-stakeholders are parties who directly

contribute to the company , both in the form of

financial contributions ( financial contribution ) and

non-financial ( non-financial contribution

Khalifatullah Fil Ardh: The Perspective of

Sharia Organization

The social reality that contains the value of

monotheism and position on the networks of divine

power is a manifestation of the perspective that man

is the representative of God on Earth that is

Khalifahullah fil ardh, this perspective delivers

human beings and their responsibility before Allah

SWT (Muhammad, 2012; 157). Human is entrusted

by Allah as khalifatullah fil ardh ', to spread the

rahmatan lil' aalamiin (Surat al- Baqarah 2: 30; Al-

Anbiyaa '107: 21). All of that h flow is run within

the framework of worship and achieving Allah's

pleasure (QS: Adz-Dzaariyaat 51: 56).

When perspective this is the idealism of an

organization then the internalization of it leads to the

motive of the organization that is not only pursuing

material profit alone, thus Anwar and Ghofur (2007)

assess sharia organizations have and follow the rules

of two interaction models namely (1) interaction

with the organization of God (dimension of worship

) and (2) interaction / muamallah with community (

stakeholder and stockholder ) and world

(environment, ecosystem). This is a logical

consequence from the perspective of khalifatullahfil

ardh ' and Abdullah to spread mercy for the whole of

nature, which is the fundamental principle in the

conception of sharia business organization (Anwar

and Ghofur, 2007).

As a perspective, Khalifatullah Fil Ardh implies

that humans function as God's representative on

earth, humans carrying 'amanah' should be done

according to the willingness of the giver of Amanah

(Triyuwono, 1997) quoted Kholmi (2012). The

"amanah" referred to here is "managing the earth

responsibly using the minds that Allah has

bestowed" (Rahardjo, 1995: 47). In short, humans

have a noble task, namely: creating and distributing

welfare (matter and non-matter) for all humanity and

the universe . This perspective can also be

analogized to the generalized other in the sense that

the perspective has a single and universal standard,

every 'self' man consciously knows about the

mandate that must be fulfilled that is ' managing the

earth responsibly' as it is spoken by Allah in Al-

Quran Surah Al- Anbiya [21]: 107; ' We have not

sent you, but to be a mercy to the worlds'

3 METHOD

Research Design

This research uses qualitative approach in

obtaining and analyzing data. Qualitative approach

is a process of research and understanding based on

a methodology to investigate human social

phenomena and problems. In this approach,

researchers create a complex picture, examine the

words, reports detailed views of informants, and

conduct studies on the natural situation (Creswell,

1998:15).Bogdan and Taylor ( Moleong , 20 12 : 3)

states that methodology qualitative is procedure

research that produces descriptive data in the form

of written words as well oral of people and observed

behavior.

Types and Data Sources

The types of d ata used to support this research

are primary and secondary data. Primary data used

were interviews and questionnaires to selected

informants. According to Emzir (2012), to obtain

reliable information or at least obtain opinions based

on objective information, the researcher must be

careful in selecting the informants to be interviewed.

Informants in this study consists of 1). Sharia

Supervisory Board 2). Indonesian Council of Ulama

3 ) . Hotel Manager 4 ). Head of Human Resources

Department . 5 ). Head of Reservation Department

6) Hotel Employees 7 ). Hotel Guests 8 ). Citizen

In addition to the primary data of the study It

also uses secondary data. Secondary data use among

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others Tourism Implementation Guidelines Sharia

obtained from Fatwa DSN-MUI No.108 / DSN-MUI

/ X / 2016 as basic assessment practices in sharia

hotels as well as other related research results .

Data Collection

To obtain relevant data so that can be used as

base in the analysis process, the authors use data

collection methods commonly used in qualitative

research, namely interviews, document analysis,

archives. In qualitative research, data collection is

done on natural condition, primary data source, and

data collection technique more on participant

observation and in-depth interview (Sugiyono, 2012:

309).

Interview

Interview method used in this research is semi-

structured, the goal is to find the answer of the

problem more openly because the informant will not

only answer the questions posed in a structured, but

will be asked his opinion and ideas in understanding

the phenomenon which is the subject matter. In

general, this interview uses Khalifatullh fil ardh

Perspective (sharia organizational perspective) serve

as a basis for obtaining a comprehensive picture of

how the challenges and opportunities of sharia hotel

development are identified and explored more in

depth.

Technical Data Analysis

The analytical process used refers to Miles and

Huberman analysis techniques (2014) which

includes three steps, namely, data reduction, data

presentation and conclusion. Data reduction serves

to sharpen, classify, direct, remove unnecessary

data, and organize, so that interpretation results can

be deduced. In the data reduction phase in this study,

the interview data is transcribed and arranged

systematically followed by coding on the themes

that appear consistently when the analysis of

interview results is done.

In this qualitative research, the writer uses

SWOT analysis method, that is identification of

various factors systematically to formulate company

strategy. Things that need to be considered in

internal factors are strength (Strength) and weakness

(Weakness), while things that need to be considered

in eksernal factors is opportunity (Opportunity) and

obstacle (Threat). The strategic factors of a company

are to combine external strategic factors (EFAS)

with internal strategic factors (IFAS) into a summary

of strategy factor analysis (SFAS). SFAS requires

strategic managers to condense external and internal

factors into less than 10 factors. Last Step is

preparation of the next SWOT analysis that use

qualitative approach and present in matrix Kearns.

4 RESULT AND DISCUSSION

Identification of Internal and External Factors of

Sharia Hotels Based on the research done on both

sharia hotels that became the object of this study,

and data obtained through interviews, field studies

and literature studies provide an overview of how

the conditions that run in sharia hotels in Indonesia,

besides also some internal and external factors for

the existence of the sharia hotels can be identified as

follows:

Internal Factors (IFAS)

Strength

1. The brand image of sharia hotels has

appeal to consumers

2. The brand image of sharia hotels has a

good reputation

3. The products offered reach all types of

guests, not just Muslims

4. Has an uniqueness of the product and

hospitality services

5. Shariah hotel rates are relatively

cheaper

6. Good service according to Islamic

principles

7. Sharia hotels offer guests comfort and

convenience

a. The existence of a Halal guarantee for

each product offered

8. j. Having Sharia Supervisory Board as

product quality assurance

9. k. Makes sharia principles as

corporate culture

10. l. Has responsibility to God, People

and the Environment

Weakness

1. Still only encountered sharia label

only

2. Facilities that have not accommodated

the needs of Muslim guests

The Prospect of Sharia Hotel in Indonesia: A SWOT Analysis

245

3. Lack of supporting facilities such as

entertainment etc.

4. Still dominated by 2 star and 3 star

hotels

5. Many Shariah provisions / principles

must be implemented

6. The lack of commitment to the

implementation of Sharia principles as a whole

7. The lack of understanding of human

resources on the principles of Shariah run in

hotel management

8. Operating revenues are not as big as

conventional hotels

9. Less commercial, so guests who come

only those who know about Sharia hotels

External Factors (EFAS)

Opportunity

1. Growing Business

2. Its presence does not narrow the

market

3. The existence of sharia hotels began

ogled by domestic and foreign tourists

4. The majority of Indonesian people are

Muslim and are very concerned about Halal

products

5. The tendency of Indonesian people to

use Halal products is an important factor for

the way the Sharia hotels are developed

6. Increasing Halal tourism that becomes

the national agenda requires Shariah

accommodation as a support facility

7. Indonesia represented by Lombok is

known as the world's Halal tour

8. Threath

9. The market is not so vast, so it

becomes one of the triggers of the difficulty of

sharia-based hotel berkembang growing rapidly

10. Many people think that conventional

hotels and sharia hotels are the same

11. The existence of the assumption that

sharia hotels are only for Muslims

12. Competition is not only happening to

conventional hotels, but fellow sharia hotels

which offer similar products that are superior

13. Conventional hotel is still the main

choice

14. Rate competition tight among sharia

hotel conventional

Prospects of Sharia Hotels in Indonesia:

Challenges and Opportunities

Sharia hotels in Indonesia have good business

prospects in the future, this is a sentence that was

originally submitted by some sources in this

research, this is reasonable and not a lay opinion that

does not consider various aspects in it. Data obtained

from the interviews show facts related to the practice

of Shariah hotels in Indonesia, these facts have been

studied based on theories and perspectives used in

this study. The interesting things revealed in this

research are inseparable from how the existence of

Sharia hotels in Indonesia which each raises the

question have a good business prospects, where the

prospect is a picture of the condition of the company

in the future In this case, the prospect of a Shariah

hotel is identified by looking at the challenges and

opportunities that the Shariah hotels have, the

challenge will be explored by looking at the

weaknesses and threats faced by the Sharia hotels in

order to show the overall challenge

Challenges of Sharia Hotels in Indonesia

The use of sharia labels in the hotel business is

something that is still ambiguous in Indonesian

society. Until now, only a few sharia hotels have the

courage to proclaim their spiritual concept to the

public. The use of the label 'sharia' is towed by a

hotel brand is not yet a widely recognized icon,

especially when compared with the widespread use

of labels sharia banking industry and others. The

challenges which faced sharia hotels in Indonesia

are: `

1 The market is not so vast, so it

becomes one of the triggers of the difficulty of

sharia-based hotel berkembang growing rapidly

. The existence of sharia hotels has not spread

evenly, for example in the province of South

Sumatra

2 The belief that sharia hotels are

exclusively for Muslims , it is well-founded that

the layman's understanding shapes the opinion.

In fact, sharia hotels are open to all parties not

only to Muslims,

3 Competition does not only happen to

conventional hotels , but its main rival is a

fellow sharia hotels that offer similar products

and more superior.

4 Survive though in terms of income not

as big as conventional hotels . This is a fact that

often test the commitment of sharia hotel

management to decide whether to continue with

the concept of sharia or even surrender and

switch back to conventional.

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246

5 The lack of understanding of human

resources on the principles of Shariah run in

hotel management. Another issue that has not

been a concern for some hotels labeled 'sharia',

Sharia Hotel Opportunities in Indonesia

Operationally, the services provided in

sharia hotels will almost certainly resemble

conventional / non-shariah hotels in general.

However the concept of this hotel balances the

spiritual aspects of Islam that apply in its

management and operation. Along with the growing

Sharia economy in Indonesia, the number of sharia

hotels that have received MUI certification as sharia

hotels is still very small, but the number of hotels

based on sharia principles developed slowly.

Behind the challenge of sharia hotels

that its existence is regarded as the exclusion of

target market Muslims only. The sharia hotel

opportunity is:

1 Growing business. As a new industry

and will continue to develop sharia hotels not

only become a trend in Indonesia but also in

various countries other.

2 The existence of sharia hotels has not

narrowed the market , but sharia hotels have

grown as new industries that have their own

enthusiasts. No only for Muslims, non-Muslims

even glance at sharia hotels as one of the

preferred accommodation

3 The majority of Indonesian people are

Muslim and are very concerned about Halal

products . It has become a habit for the people

of Indonesia to consume halal products, so

however the form of the product will certainly

put the halal.

Increasing Halal tourism that becomes the

national agenda requires Shariah accommodation as

a support facility

5 CONLUSION AND

SUGGESTION

This research shows that the sharia hotel industry

in Indonesia is experiencing a significant

development, it can be seen from the number of new

sharia hotels that stand in various regions. this

development is in line with the rise of halal tourism

which has become a potential destination in

Indonesia. Nevertheless, this study identifies various

internal and external factors which are analyzed

using the kearns matrix to provide comprehensive

results where the prospects for sharia hotels is the

focus of this research are revealed through a series

of challenges and opportunities faced by sharia.

challenges and opportunities into a comprehensive

picture of the real conditions that are taking place in

the sharia hotel industry in Indonesia and of course

be a guide for efforts to repair and development of

Islamic industry in the future

Limitations of Research

This study has limitations that could be

considered in future research include: difficulty

access to research on sharia hotel in Palembang, the

data obtained to be used as the comparison can not

be measured in depth so that the need for the active

participation of the hotel other Islamic to willing

researched and helped the development of the theory

and practice of sharia hotels in Indonesia.

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