A Study on Consumer Attitude towards Shariah-Compliant Hotel: Assessing on Halal Image and Religiosity

Fadzilah Mohd Shariff,Khairunnisa Mohamad Abdullah,Nor Fatanah Mokhtar,Wan Ahmad Nasroun Wan Salman

doi:10.6007/ijarbss/v11-i13/8479

Fadzilah Mohd Shariff, Khairunnisa Mohamad Abdullah + Show 2 more

Open Access

https://doi.org/10.6007/ijarbss/v11-i13/8479

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Abstract

This study aims to examine the relationship between halal image and religiosity on the attitude of consumers towards purchasing Shariah-compliant hotel services in Klang Valley. Data collected using the survey method and 420 usable questionnaires were received from the respondents. A regression analysis was conducted to test the hypotheses. The results of the study showed that the proposed halal image, religiosity, and consumer attitudes variables have a significant effect on customer purchase intention towards the Shariah-compliant hotel. The result also shows that there is a significant relationship between attitude and customer purchase intention towards Shariah-compliant hotels. The result of this study would be able to assist the hotel managers in decision making, particularly in selecting the right image for Shariah-compliant hotels.

Highlights

The concept of Shariah-compliant hotel has been added to the Islamic hospitality and tourism in Malaysia
With the increasing number of Muslim tourists making tourism businesses want to develop and promote products that correspond to the needs of their Muslim consumers and understand their behaviour such as products related to the hospitality and services (Shafaei & Mohamed, 2014)
The study adopts a quantitative research method to examine the effects of halal image, religiosity, and attitude among Muslim consumers on their purchase intention of Shariah-compliant hotels in Klang Valley, Malaysia

Summary

Introduction

The concept of Shariah-compliant hotel has been added to the Islamic hospitality and tourism in Malaysia. Shariah-compliant hotel is widely referred to as a hotel that provide customers with services that are created as well as delivered following Shariah rules and principles (Haque, Azam, & Chowdhury, 2019). The same applies to the hotel industry as Muslim consumers demand hotels that provide facilities that comply with Shariah principles (Haque et al, 2019). With the increasing number of Muslim tourists making tourism businesses want to develop and promote products that correspond to the needs of their Muslim consumers and understand their behaviour such as products related to the hospitality and services (Shafaei & Mohamed, 2014)

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