A Conceptual paper on Re-Patronage Model for Syariah Compliance E-lodging Industry: The Mediating Effect of Artificial Intelligence

Abstract

The study is about the online re-patronage intentions on Syariah compliance e-lodging industry among international and local Muslim tourists to Malaysia. With the development rally of Islamic hospitality in Malaysia, there are possibilities for hotel managers to comply with Islamic Hotel concept based on demand from the Muslim travellers. Although there is an increasing number of Syariah friendly hotels in Malaysia where there are 744 halal certifications were issued to hotels and resorts, the number of hotels and e-BnB which are fully Syariah compliance is small. Hotels must use the right Islamic themes, Islamic ambiances and Islamic architecture to make the travellers feel comfortable to perform their religious obligations to create value, image and brand for the hotel. Thus, this study intends to investigate the predictors of online re-patronage intention of Muslims tourists to Syariah compliance e-lodging industry in Malaysia. The wave of Artificial Intelligence (AI) in the business landscape is seen to combat human errors and increase customer satisfaction through their effectiveness and the ability to cater human needs. Thus, this study also intends to capture the AI adoption in the hotel industry and Syariah compliance hotel specifically. The research methods used are qualitative and quantitative research design. The sampling technique is to collect data from 700 (local and international) tourists who are intended to stay at them prefer Syariah compliant hotels. The data were collected using self-administered survey (intercept hotels and airports) and were analysed using structural equation modelling (SMART PLS 3.0) The expected finding is a new model for Syariah compliance hotel repatronage intention, Syariah compliance policy in hotel industry, new attributes for the development of AI in line with IR 4.0., new Syariah compliance attributes for Malaysian hotel.