Customer perception towards shariah compliance hotel concept in Pulau Langkawi

Shariah Compliant Hotel (SCH) concept can be regarded as a new innovative concept in the hotel industry and received a special interest nowadays. This study aims to identify the customer perception towards SCH concept explained by attributes of customer understanding, attitude and value, and product innovation in Malaysia. A quantitative approach via Google form was used and were analysed using nonparametric analysis. A total of 473 respondents was recorded, dominated by Muslim males. Based on Kruskal Wallis analysis, respondents from Malay Muslims had a high significant (p< 0.05) level of understanding to which they are willing to abide the proper attitude with the concept and have good perceptions of customer value and product innovation in SCH concept. To conclude, the respondents in average, are ready to adapt, and have a great expectation of the SCH concept innovation regardless of their cultural background and religion.