FROM WORSHIP TO COMMUNITY HUB: EXPLORING HOW MOSQUE-BASED INITIATIVES INSPIRE TOURISM ENGAGEMENT

Abstract

Mosques have increasingly evolved from being spaces of worship into active community hubs that integrate education, culture, and social engagement. Despite the growing recognition of mosque tourism as part of cultural heritage tourism, the visibility of mosques as attractive destinations remains limited. Less attention has been given to how mosque internal practices contributes to tourism appeal. This paper explores how mosque-based initiatives inspire tourism engagement through the application of internal marketing in enhancing mosque visibility. Using a qualitative approach and document analysis, the study examines literature related. The analysis reveals that internal marketing dimensions, namely internal communication, volunteer empowerment, motivation, and service orientation serve as strategic drivers that strengthen both internal cohesion and external appeal. Mosques that effectively manage their internal stakeholders and foster shared values are better positioned to deliver meaningful community programs that attract visitors seeking authentic cultural and spiritual experiences. The study argues that mosque visibility and tourism engagement are outcomes of internal organizational strength rather than external promotion alone. By integrating internal marketing practices within mosque management, religious institutions can project themselves as inclusive and sustainable cultural heritage sites. The findings contribute to the broader discourse on cultural heritage tourism by linking internal organizational dynamics with visitor engagement, offering valuable insights for mosque management committee and policymakers in advancing Islamic tourism in Malaysia.