*Iylia Syazana Azman, Lina Munirah Kamarudin, Fitra bin Mohd Ali, Azian Muhamad Adzmi

Abstract:

As Muslim-friendly spas rise in prominence within the wellness industry, aligning this sector with Islamic values and addressing customers’ cultural and spiritual needs is essential. This study explores how these spas utilise visual rhetoric and media representation to develop Muslim-friendly environments that resonate with Muslim customers. The study provides a comprehensive view of their approaches through qualitative research methods, including face-to-face interviews with spa operators from four different regions in Malaysia. It examines how visual rhetoric elements like gender-segregated area signage, modest imagery in marketing, and halal symbols as well as auditory components such as soothing soundscapes, Quranic recitations, and courteous verbal interactions are used. Analysis using NVIVO 14 identified significant themes and practices.

Keywords: Muslim-friendly, spa, wellness, visual rhetoric, media representation