Demonstrates community-based tourism elements in Cameron Highlands, highlighting the need for improved responsible practices.
Purpose This study aims to deepen the understanding of Muslim-friendly tourism (MFT) development, using Cameron Highlands, a popular Malaysian destination, as a case study. It examines the attributes of MFT in the tropical highlands and analyses the dimensions of community-based and responsible tourism (RT) demonstrated in the location. Design/methodology/approach The theoretical framework is based on the principles of Muslim-friendly, community-based and RT. Data were collected through interviews with 20 respondents, including service providers, government and tourism institution representatives, residents and Muslim travelers in Cameron Highlands. Findings The study reveals that tourism offerings in Cameron Highlands include Muslim-friendly and community-based tourism, unique to highland vacations. However, RT elements are lacking in this destination. This study generates a new MFT development model illustrating the interplay of key enablers, attributes, inhibitors and outcomes. Comprehensive sustainable policies and enhanced public education are needed to promote responsible practices by stakeholders. Originality/value This study is one of the few to explore tourism in highlands destinations, through three key theoretical concepts of tourism, providing a holistic perspective of tourism practices and laying the foundation for further research and policy on sustainable tourism.
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Adham et al. (2026) studied this question.
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