Factors influencing customers’ decisions to use Muslim friendly hotel service: a study in Selangor

In the post-pandemic era of global tourism, Muslim travellers are increasingly seeking experiences that are both comfortable and aligned with Islamic ideals and lifestyles. Malaysia, a premier location for Muslim tourism, is pivotal in offering Muslim-friendly hospitality services. Nonetheless, the degree of customer comprehension regarding the authentic notion of Muslim-friendly hotels remains inconsistent, which may affect their lodging booking selections. This study aimed to assess customer comprehension of Muslim-friendly hotel services, evaluate customer perceptions regarding safety, quality, and cleanliness, and identify the key factors influencing customer decisions to utilize Muslim-friendly hotel services in Selangor. This research employed a survey methodology, utilizing questionnaires for data gathering. A total of 384 respondents were chosen, although only 303 questionnaires were full and suitable for analysis. The study results indicated that most respondents have a comprehensive understanding of Muslim-friendly hotel services. Perceptions of safety factors were also elevated. Religious factors were recognized as the primary influence on customer decisions to select Muslim-friendly hotels.