The Rebranding of Perdana KLCC As a Muslim-Friendly Hotel from Islamic Public Relations Perspective

The rapid development in Islamic tourism or halal contributed to the high demand for services. One of sectors that received impact this new dimension is Muslim-friendly hotels (MFH) which leads a transformation from conventional hotel hotel. effort brand MFH needs public relations expertise functions as powerful medium planning branding strategies through creation identity, image, and reputation. This paper aims examine Perdana Kuala Lumpur City Centre (Perdana KLCC) perspectives. It intends highlight perspectives based on reason are less appropriate study Islamic-based organisations foundations contradicted. Besides that, also wishes process. Data was gathered in-depth interview document analysis by applying content analysis. Two informants at KLCC have been chosen be interviewed get data. findings showing significantly it produces identity image align with teaching. revealed values contribute effectively MFH. Therefore, gives clear insight into concept positive