The Determinants of Online Repatronage Intention for Shariah-Compliant Hotels among Muslim Customers in Malaysia

Abstract

Research studies have investigated online repatronage intentions among international and local tourists to Malaysia on Shariah-compliant hotels (SCHs) and e-B&Bs. Malaysia’s Islamic hospitality development sector has encouraged hotel managers to observe the Islamic hotel concept according to Muslim travellers’ needs and demands. Malaysia introduced the "Muslim-Friendly Hotel Recognition, which recognises Shariah-compliant accommodation for tourists. This type of recognition could be able to empower the tourism industry. A total of 10% out of 5,520 hotels comply with Shariah requirements, indicating that the new contribution of the SCH is needed. As of now, a comprehensive standard does not exist. The purpose of this research is to provide awareness among Muslim customers in Malaysia regarding SCHs’ online repatronage intentions. The number of hotels and e-B&Bs with full Shariah compliance is still small even though the number of Shariah-friendly hotels in Malaysia has increased with 744 halal certifications issued to hotels and resorts. The hotel management should adopt Islamic teachings even with the themes, ambiances, and architecture. With this, travellers would feel comfortable to perform their religious obligations. This research aims to identify online repatronage intentions of Muslims tourists to the Shariah compliant e-lodging industry in Malaysia. Most Malaysians are unaware of the SCH's implementation. From this study, they will become aware that the SCH not only accepts Muslim customers but also openly welcomes non-Muslim customers. A self-administered online survey was conducted to attain responses. Five hundred data were cleaned from any missing case and outliers, and 395 data were used for the next analysis. The sampling technique involved data collection both from local and international tourists who intended to stay at their preferred SCHs. Analysis of the measurement model was conducted with the structural model using the bootstrapping method via SmartPLS version 3.2.9. It was found that Hotel Image and Shariah compliance attributes were significant towards online repatronage intentions among Muslim customers of the SCH.