Factors affecting purchase intention towards shariah compliant hotels
List of Authors
  • Razlan Adli Zain , Wan Nur Farahiyah Wan Mohd Tarmizi

Keyword
  • Purchase Intention, Shariah Compliant Hotels, Halal Awareness, Service Quality, Religiosity

Abstract
  • Malaysia has been successful in its efforts to entice Muslim tourists worldwide to visit the country and get something unique from their experience. Therefore, the possibility has arisen for local hotels to offer a selection of amenities and activities that are in accordance with the values represented by Islam. As the population of Muslim travellers has increased dramatically, Shariah-compliant hotels have become a pressing issue. Shariah compliance is a crucial factor that influences Muslim travelers' hotel selection during their travels. This study aims to discuss the main factors influencing purchase intentions towards Shariah-compliant hotels. The study reviewed halal awareness, service quality, and religiosity. A conceptual framework is being constructed based on past literature that illustrates the effect of the purchase intention on shariah-compliant hotels. Data is collected by reviewing several previous journals, articles, and research studies through argumentative methods. The findings indicate that two variables, halal awareness and religiosity, significantly influence the purchase intention towards shariah-compliant hotels. This study's significance is to address the stated variables that could potentially impact hotel owners. Additionally, this study is also in line with the current tourism plan of Malaysia, which emphasises shariah compliance as one of the techniques to entice travellers from Muslim nations to visit Malaysia.

Reference
  • 1. Ahmad, A., Pitra, J., Mahendran, N. & Azmi, A. (2018). The Impact of Service Quality onMuslim Customers in Shariah Compliant Hotel. Journal of Tourism, Hospitality and Environment Management. 3(8), 1-14. 2. Ahmad Hidayat Ahmad Ridzuan, N. C. A., & Mohamad Azli Razali, N. D., Noorliza Zainol. (2015). Syariah Compliant Hotel: The Concept and Practices. Journal of Tourism, Hospitality & Culinary Arts, 7(2). 3. Ahmad Pitra, Jumli2, A., Ahmad¹, & Azila Azmi32014, N. A. M. (2018). The Impact Of Service Quality On Muslim Customers In Shariah-Compliant Hotels. Journal of Tourism, Hospitality and Environment Management, 3(8). 4. Aizuddin, M. N. N., Tarmidi, Z., Kassim, F. A. I., & Deris, F. D. (2024). The Concepts of Shariah-Compliance for Hotel Reservation in Malaysia: A Review. International Journal of Real Estate Studies, 18(1), 45-53. 5. Akter, N., & Hasan, S. (2023). The moderating role of perceived behavioral control in predicting Muslim tourists’ halal tourism intention: a developing country perspective. Journal of Islamic Marketing, 14(7), 1744-1767. 6. Albattat, A., Ahmad Pitra, J., Mahendran, N. A. P., & Azmi, A. (2018). The Impact Of Service Quality On Muslim Customers In Shariah-Compliant Hotel. Journal of Tourism, Hospitality and Environment Management, 3(8), 1-14. 7. Ali Ekramul Haque, Chowdhury, N. A., Yasmin, F., & Arun Kumar Tarofder. (2018). Factors Impacting Purchase Intention toward Shariah Compliant Hotels An Empirical Investigation on Muslim Consumers’ Hotel Patronizing Behaviour. 15th International Conference on Business Management (ICBM 2018). 8. Alserhan, B. A. (2010). On Islamic branding: brands as good deeds. Journal of Islamic Marketing, 1(2), 101–106. https://doi.org/10.1108/17590831011055842 9. Arifin, Mohamad Rahmawan, Bayu Sindhu Raharja, & Arif Nugroho (2023). "Do young Muslim choose differently? Identifying consumer behavior in Halal industry." Journal of Islamic Marketing 14, no. 4 (2023): 1032-1057. 10. Aslan, H. (2023). The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim costumers in Turkey. International Journal of Gastronomy and Food Science, 32, 100726. 11. Asmak, A., & Fatimah, S. (2010). Tourism from islamic perspectives. Paper Presented at the Seminar on Hotel Management and Islamic Tourism , Universiti Teknologi Mara Shah Alam, Malaysia. 12. Awan, H.M., Siddiquei, A.N. and Haider, Z. (2015). Factors affecting Halal purchase intention–evidence from Pakistan’s Halal food sector. Management Research Review. 38(6), 640–660. 13. Azam, A. (2016). An empirical study on non-Muslim’s packaged Halal food manufacturers: Saudi Arabian consumers’ purchase intention. Journal of Islamic Marketing, 7(4), 441–460. 14. Azmin, M., & Azhani, N. (2020). Muslim tourists’ perceived value, satisfaction, religiousity and behavioural intention in patronizing muslim friendly hotels (Doctoral dissertation, Universiti Teknologi Malaysia). 15. Bashir, A. M. (2019). Applying the Institutional Theory at the Level of Halal Consumers: The Case of Cape Town in South Africa. Journal of Food Products Marketing, 25(5), 527–548. https://doi.org/10.1080/10454446.2019.1607645 16. Battour, M., Hakimian, F., Ismail, M., & Boğan, E. (2018). The perception of non-Muslim tourists towards halal tourism. Journal of Islamic Marketing, 9(4), 823–840. https://doi.org/10.1108/jima-07-2017-0072 17. Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practises, challenges and future. Tourism Management Perspectives, 19, 150–154. https://doi.org/10.1016/j.tmp.2015.12.008 18. Bujang, A., Abidin, S. A. S. Z., & Nizar, N. N. A. (Eds.). (2023). Innovation of Food Products in Halal Supply Chain Worldwide. Elsevier. 19. Bhukya, R., & Paul, J. (2023). Social influence research in consumer behavior: What we learned and what we need to learn?–A hybrid systematic literature review. Journal of Business Research, 162, 113870. 20. Boyer, P. (2023). The naturalness of religious ideas: A cognitive theory of religion. Univ of California Press. 21. Chandra, K., Febrina, D., & Linda, T. (2023). The Impact of Service Quality Towards Customer Satisfaction at CV. Four Star Medan. Jurnal Kolaboratif Sains, 6(7), 833-840. 22. Che Ahmat, N.H., Ahmad Ridzuan, A.H., Din, N., Zainol, N., & Razali, M.A. (2015). SyariahCompliant Hotel: The Concept and Practices. Journal of Tourism, Hospitality &Culinary Arts. 7(2). 23. Devlin, Gwynne, & Ennew, (2002). “Development of performance systems in quality management organizations”, The Service Industries Journal, Vol. 26 No. 7, pp. 765-86. 24. Fajriyati, I., Afiff, A. Z., Gayatri, G., & Hati, S. R. H. (2020). Generic and Islamic attributes for non-Muslim majority destinations: application of the three-factor theory of customer satisfaction. Heliyon, 6(6), e04324. https://doi.org/10.1016/j.heliyon.2020.e04324 25. Farouk, O., & Fathima, R. (2017). Muslim and non-Muslim consumer perceptions of halal at supermarkets in a non-Muslim country : a thesis submitted to Massey University in fulfilment of the requirements for the degree of Masters in Business Studies in Marketing. Mro.massey.ac.nz. https://mro.massey.ac.nz/handle/10179/12703 26. Farzin, M., Shababi, H., Shirchi Sasi, G., Sadeghi, M., & Makvandi, R. (2023). The determinants of eco-fashion purchase intention and willingness to pay. Spanish Journal of Marketing-ESIC, 27(3), 348-366. 27. Ghadikolaei, F., S. (2016), “The effect of halal signs and symptoms on consumers’ purchase intention in Muslim and non-Muslim countries- a review”, International Journal of Business and Management Invention, Vol. 5, No, 7, pp. 44-49 28. Hamadziripi, G. (2023). Guest Satisfaction Levels at Commercial Hospitality Training Facilities (Doctoral dissertation, University of Johannesburg). 29. Hellier, P., Geursen, G., Carr, R., and Rickard, J. (2003). Customer repurchase intention: a general structural equation model. European Journal of Marketing, 37, 11/12, 2003, 1762–1800 30. H. M., Regenstein, A., & M. N., J. M.,& R. (2013). The issue of undeclared ingredients in halal and kosher food production: A focus on processing aids. 228-233. Comprehensive Reviews in Food Science and Food Safety, 12(2). 31. Hanum, F. (n.d.). Hotel Guest Room Design: Shariah Compliant Design. Www.academia.edu. Retrieved July 28, 2023, from https://www.academia.edu/29291810/Hotel_Guest_Room_Design_Shariah_Compliant_Design?email_work_card=view-paper 32. Hanzaee, K.H., and Khosrozadeh, S. (2011). The effect of the country-of-origin image, product knowledge and product involvement on information search and purchase intention.,.Middle-East Journal of Scientific Research, 8(3), 625–636. 33. Hashim, N. I. (2019). Shariah Compliant Hotel Business In Malaysia. 7th South East Asia International Islamic Philanthropy Conference. https://www.academia.edu/50856720/shariah_compliant_hotel_business_in_malaysia?email_work_card=view-paper 34. Henderson, J. C. (2010). Sharia-compliant hotels. Tourism and Hospitality Research, 246-254. 10(3). 35. Houck, S. C., Conway, L. G., Parrow, K., Luce, A., & Salvati, J. M. (2018). An Integrative Complexity Analysis of Religious and Irreligious Thinking. SAGE Open, 8(3). https://doi.org/10.1177/2158244018796302 36. Ivanova, M., & Ivanov, S. (2015). Affiliation to hotel chains: Hotels’ perspective. Tourism Management Perspectives, 16, 148–162. https://doi.org/10.1016/j.tmp.2015.08.001 37. Jurattanasan, A., & Jaroenwisan, K. (2014). The Attribution of Shariah Compliant hotel in Muslim Countries. Rev. Integr. Bus. Econ. Res, 3, 39. https://sibresearch.org/uploads/2/7/9/9/2799227/riber_h14-052_39-44.pdf 38. Karim Patwary1, A., Mohammed, A. A., H.A Hazbar, A., & Nor Kamal, N. S. (2018). Factors Influencing Consumers’ Intentions towards Purchasing Islamic Hotel Service: Moderating Role of Religiosity. International Journal of Management, Accounting and Economics ISSN 2383-2126 (Online), Vol. 5, (No. 7). ISSN 2383-2126 (Online). 39. Khan, S., Khan, M. I., & Haleem, A. (2019). Evaluation of barriers in the adoption of halal certification: a fuzzy DEMATEL approach. Journal of Modelling in Management, 14(1), 153–174. https://doi.org/10.1108/jm2-03-2018-0031 40. Kumar, M., Abdul Talib, S., & Ramayah, T. (2013). ATW 202 Business Research Methods. http://ramayah.com/wp-content/uploads/2010/07/INTRO.pdf 41. Liu, C., Bao, Z. and Zheng, C. (2019), "Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 2, pp. 378-397. https://doi.org/10.1108/APJML-05-2018-0170 42. Mardhiah, A. (2024). Malaysia’s strategic moves to elevate Muslim Tourism. The Malaysia Reserve. TMR Media Sdn Bhd. February 15th 2024. Doi: https://themalaysianreserve.com/2024/02/15/malaysias-strategic-moves-to-elevate-muslim-tourism/ 43. Matzler, K., Johann Füller, Koch, B., Hautz, J., & Hutter, K. (2013). Open Strategy – A New Strategy Paradigm? In Open strategy–a new strategy paradigm? (pp. 37–55). https://doi.org/10.1007/978-3-658-04057-4_3 44. Mazlan, N., Izham, S. S. B., & Ahmadun, M. B. (2023). Muslim Friendly Hotels as Islamic Tourism Products: Issues and Challenges. Sciences, 13(2), 241-255. 45. Md. Ithnan, I. H., & M.Ariffin, A. A. (2020). Behavioral Intention Towards “Halal Hotels”: Religiosity or Ethnicity?. Wseas Transactions on Business and Economics, 17. htps://doi.org/10.37394/23207.2020.17.8 46. Mokhlis, S. (2009) Relevancy and Measurement of Religiosity in Consumer Behavior Research. International Business Research, 2, 75–84. http://dx.doi.org/10.5539/ibr.v2n3p75 47. Mohd Yusof, Y. L., Wan Jusoh, W. J., & Maulan, S. (2021). Perceived quality association as determinant to re-patronise Shariah-compliant brand restaurants. Journal of Islamic Marketing, 12(2), 302-315. 48. Musa, A., Kadir, S. A., Ibrahim, M., Jusoh, N., Tahrim, S. N. C., & Din, N. M. (2019). Authorities' Perspectives Towards the Implementation of Shariah-Compliant Hotels in Malaysia. Research in World Economy, 10(2), 10. https://doi.org/10.5430/rwe.v10n2p10 49. Nguyen, T. D., Nguyen, T. T. M., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products—evidence from Vietnam. Journal of Consumer Behaviour, 7(1), 88–100. https://doi.org/10.1002/cb.238 50. Nofianti, K. A., & Rofiqoh, S. N. I. (2019). The Halal Awareness And Halal Labels: Do They Determine Purchase Intention? (Study On SME’s Business Practitioners In Gresik). Journal of Halal Product and Research, 2(1), 16. https://doi.org/10.20473/jhpr.vol.2-issue.1.16-24 51. Nor Zafir, M.S. (2015). Establishing Shariah-compliance hotel characteristics from a Muslimneeds perspective. Theory and Practice in Hospitality and Tourism Research. Taylor& Francis Group, London. ISBN: 978-1-138-02706-0. 52. Nurdin Sobari, Usman, H., & M. Zainul Wathani. (2017). The Influence of Sharia Compliance and Marketing Mix on Satisfaction and Intention of Muslim Tourist to Revisit Sharia Hotel. 36. https://doi.org/10.2991/icbmr-17.2017.58 53. Osman, I., Junid, J., Ali, H., Buyong, S. Z., Syed Marzuki, S. Z., & Othman, N. A. (2024). Consumption values, image and loyalty of Malaysian travellers towards Muslim-friendly accommodation recognition (MFAR). Journal of Islamic Marketing, 15(3), 682-719. 54. Othman, M., & Kamarohim, N. (2016). Factors that Influence the purchase of Halal Products. Social Sciences & Humanities, ISSN: 0128-7702, 165–178. http://www.pertanika.upm.edu.my/ 55. Rahman, M.S., Haque, M.M., & Khan, A.H. (2023). A conceptual study on consumers’ purchase intention of broadband services: Service quality and experience economy perspective. International Journal of Business and Management, 7(18), 115–129. 56. Rasit, R. M. (2016). Provision of Shariah-Compliant Hotel Services towards Muslim Tourism in Malaysia. www.academia.edu, 157(7). https://www.academia.edu/26206505/Provision_of_Shariah_Compliant_Hotel_Services_towards_Muslim_Tourism_in_Malaysia 57. Rahmawati, R., Afifah, F. D. N., & Aprilia, D. N. (2023). Ethical Leadership in External Governance of Sharia Business Entities: A Case Study on the Role of Leadership in Improving Shariah Compliance. Proceedings of Islamic Economics, Business, and Philanthropy, 2(2), 58-71. 58. Rahman, M. M. (2024). Islam: The Complete, Functional and Practical Guide to Life. International Journal of Education, 9(3), 87-108. 59. Sabri, M. W. S., & Sukor, N. S. (2023). Customer Perception towards Shariah Compliance Hotel Concept in Pulau Langkawi. Gading Journal for Social Sciences (e-ISSN 2600-7568), 26(01), 46-57. 60. Sahida, W., Rahman, S., Awang, K., & Man, Y. (2011). The Implementation of Shariah Compliance Concept Hotel: De Palma Hotel Ampang, Malaysia. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=e67e6dffaa323d73d713a1529f536cfcf3960286 61. Said, M., Hassan, F., Musa, R. and Rahman, N.A. (2014), “Assessing Consumers’ Perception, Knowledge and Religiosity on Malaysia's Halal Food Products”, Procedia-Social and Behavioral Sciences, Vol. 130, pp. 120- 128. 62. Sin, K. Y., Lo, M. C., Mohamad, A. A., Al Mamun, A., & Sim, C. L. (2023). Selecting Total Quality Management (TQM) Best Practices in the Hotel Industry Environment: A Hybrid Model based on DEMATEL and ANP. International Journal of Supply and Operations Management, 10(3), 245-270. 63. Shaari, J. A. N., & Mohd Arifin, N. S. (2009, September 1). Dimension of halal purchase intention: A preliminary study. Eprints.um.edu.my. http://eprints.um.edu.my/11147 64. Shahid, S., Parray, M. A., Thomas, G., Farooqi, R., & Islam, J. U. (2023). Determinants of Muslim consumers’ halal cosmetics repurchase intention: an emerging market’s perspective. Journal of Islamic Marketing, 14(3), 826-850. 65. Shirin, K., & Hanzaee Kambiz, H. (2011). The Effect of the Country-of-Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions. Chinese Business Review, 10(8), 601–615. https://pdfs.semanticscholar.org/b5a1/cfe4187d0fdebd7fdacd968f9334801e5b10.pdf 66. Solehudin, E., Ahyani, H., & Putra, H. M. (2024). Study on Sharia Compliance Principles in Halal Tourism Business in Bandung Regency: An Implementation of Islamic Business Ethics Principles (Professional Ethics). Millah: Journal of Religious Studies, 23. 67. Sulaiman, Y., Djermani, F., Ismail, M. Y. S., & Arif, A. (2023). The Determinants of Online Repatronage Intention for Shariah-Compliant Hotels among Muslim Customers in Malaysia. WSEAS Transactions on Business and Economics, 20, 716-729. 68. Tareq Rasul (2019) The trends, opportunities and challenges of halal tourism: a systematic literature review, Tourism Recreation Research, 44:4, 434-450, DOI: 10.1080/02508281.2019.1599532 69. Teh Athira, Y. (2020, September 3). 42 hotels recognised as syariah-compliant to attract more Muslim tourists. New Straits Times. https://www.nst.com.my/news/nation/2020/09/621681/42-hotels-recognised-syariah-compliant-attract-more-muslim-tourists 70. Teng, P. K., and Jusoh, W. J. (2013). Investigating student awareness and usage intention towards Halal labelled cosmetics and personal care products in Malaysia. In 4th International Conference on Business and Economic Research (4th ICBER 2013), Indonesia: Bandung. 71. Usman, H., Chairy, C., & Projo, N. W. K. (2023). Between awareness of halal food products and awareness of halal-certified food products. Journal of Islamic Marketing, 14(3), 851-870. 72. Yunus, M. N. S. N., Abd-Razak, N., and Ghani, N. M. A. (2014), “Consumer purchase intention towards Sharia Compliant Hotel (SCH)”, Theory and Practice in Hospitality and Tourism Research, In 2nd International Hospitality and Tourism Conference, Pahang, Malaysia.