Abstract
The Islamic quality standard (IQS) is a standard that has been designed for hospitality organizations particularly hotels that are interested to apply the basic Islamic practices in their operation. The star ratings for hotels do not consider the sensitivity of Muslim community with the presence of alcoholic beverages, non-halal food and activities against the teaching of Islam. The emergence of an increase of Muslim travelers in the global market is a significant concern for the tourism business players to meet the demand of this market. Indonesia has the largest Muslim population in the world and Malaysia on the other hand has shown an increase of Muslim tourists arrival namely from Muslim countries. However, few hotels in both countries are not operating in accordance to the Islamic standards. This research aims to examine the planned behavior, perceive value and awareness of tourists in Indonesian and Malaysia towards the behavioral intention in choosing Islamic Quality standard hotels. A total of 450 questionnaires were distributed and analyzed using the path analysis. This study has managerial implications for hoteliers to meet the challenging market demand of Muslim travelers and attracting high yield tourists market.
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