Developing a Muslim Friendly Index (MUFIN) Using a Bottom-Up Approach: Mapping Halal Tourism Potential in Demak Regency

Abstract

This study aims to develop a Muslim Friendly Index (MUFIN) as a bottom-up evaluation tool for mapping the halal tourism potential of destinations in Demak Regency. Existing halal tourism indices, such as GMTI and IMTI, are largely top-down and lack sensitivity to local destination conditions. Using a qualitative case study approach, this research assesses 12 major tourism sites through field observation, interviews, and document analysis. MUFIN is constructed based on the ACES framework, Access, Communication, Environment, and Services, adapted to the local religious and cultural context. The findings indicate varying levels of Muslim-friendliness across destinations. The Museum of the Demak Grand Mosque achieved the highest score, while Arnavat Beach ranked the lowest, reflecting gaps in basic halal facilities, environmental hygiene, and service readiness. This study demonstrates MUFIN’s potential as an operational tool for guiding local halal tourism development and evidence-based policy. However, this research is limited to a single regency and a qualitative assessment approach, which may restrict broader generalization. Future studies are recommended to apply MUFIN in other regions and integrate quantitative validation methods.