Abstrak: Maqasid Syariah merujuk kepada prinsip yang dirancang untuk menjaga dan melindungi lima aspek penting dalam kehidupan manusia iaitu agama, nyawa, akal, keturunan, dan harta. Prinsip-prinsip ini menjadi asas dalam memastikan kesejahteraan individu dan masyarakat yang mana ianya selaras dengan matlamat utama syariah untuk membawa kemaslahatan dan menolak kemudaratan. Dalam konteks moden hari ini, Maqasid Syariah memainkan peranan penting sebagai panduan dalam pelbagai bidang, termasuk pengurusan ekonomi, perniagaan, dan pembangunan sosial. Justeru, kajian ini bertujuan mengintegrasikan Maqasid Syariah dalam promosi hotel patuh syariah melalui media sosial. Dengan menggunakan pendekatan kualitatif berbentuk kajian dokumentasi, ia meneliti sumber-sumber yang relevan dan menganalisis bagaimana prinsip Maqasid Syariah boleh diterapkan dalam strategi pemasaran digital hotel patuh syariah. Hasil analisis menunjukkan bahawa penerapan Maqasid Syariah dalam media sosial mampu meningkatkan kesedaran pelancong Muslim terhadap hotel yang mematuhi syariah dengan penekanan kepada prinsip seperti pemeliharaan agama, nyawa, akal, keturunan, dan harta. Selain itu, perbincangan turut melibatkan cabaran yang dihadapi dalam pelaksanaan promosi melalui platform digital, termasuk kekeliruan mengenai pengertian syariah serta persaingan yang semakin meningkat dalam industri perhotelan halal. Sebagai saranan, hotel patuh syariah disarankan memanfaatkan media sosial secara efektif untuk menarik perhatian pelancong Muslim serta memperkukuh imej sebagai destinasi yang mengutamakan prinsip syariah.

Abstract: Maqasid Syariah refers to principles designed to safeguard and protect five key aspects of human life: religion, life, intellect, lineage, and wealth. These principles serve as the foundation for ensuring the well-being of individuals and society, aligning with the primary objective of syariah to promote benefits and prevent harm. In today’s modern context, Maqasid Syariah plays an important role as a guide in various fields, including economic management, business, and social development. Hence, this study aims to integrate Maqasid Syariah into the promotion of shariah-compliant hotels through social media. By adopting a qualitative approach in the form of library research, it examines relevant sources and analyzes how the principles of Maqasid Syariah can be applied in the digital marketing strategies of shariah-compliant hotels. The findings indicate that the application of Maqasid Syariah on social media can enhance Muslim tourists’ awareness of shariah-compliant hotels, emphasizing principles such as the preservation of religion, life, intellect, lineage, and wealth. Additionally, the discussion highlights challenges in implementing promotions via digital platforms, including confusion about the meaning of shariah and increasing competition in the halal hospitality industry. As a recommendation, shariah-compliant hotels are encouraged to utilize social media effectively to attract Muslim tourists and strengthen their image as destinations that uphold shariah principles.

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