Developing Sustainable Industry-Responsive Mutawwif Competency Modules Within the TVET Framework: A Noss-Based Competency Model for the Contemporary Umrah Industry

Abstract

The rapid expansion of the umrah industry has increased the demand for competent mutawwif who are capable of providing both religious guidance and professional operational services. Although Malaysia's National Occupational Skills Standard (NOSS) offers a competency-based framework within Technical and Vocational Education and Training (TVET), its responsiveness to contemporary industry requirements remains underexplored. This study aims to analyse the structure and content of NOSS-based mutawwif competency modules and to propose an Industry-Responsive Mutawwif Competency Model (IRMCM) that supports sustainable human capital development in the umrah industry. A qualitative document analysis was employed to examine Level 3 and Level 4 NOSS competency modules together with relevant policy and industry documents. Data were analysed using content and thematic analyses to identify competency domains, structural characteristics, and gaps between existing training provisions and current industry needs. The findings reveal that the modules are well aligned with competency-based training (CBT) and TVET principles, particularly in developing religious knowledge and foundational competencies. However, significant gaps remain in digital literacy, operational management, professional communication, risk management, and adaptive competencies required by the contemporary umrah industry. In response, this study proposes the IRMCM, which integrates religious, operational, digital, communication, and adaptive competencies into a comprehensive competency framework. The proposed model extends existing TVET competency frameworks by incorporating sustainability-oriented workforce capabilities and provides practical guidance for curriculum enhancement, policy development, and professional training. It also contributes to sustainable human capital development by supporting Sustainable Development Goal (SDG) 4 (Quality Education) and SDG 8 (Decent Work and Economic Growth) within the Islamic tourism sector.

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