Factors influencing consumer's intention in choosing Islamic hotel service: a case study in Kuala Lumpur / Nur Farhanah Abdul Ghani

Islamic hotel service which also known as shariah compliant hotel are defined as a services or activities provided by the hotelier or the owner of the hotel in accordance to the shariah principles. The introduction of shariah compliant hotel service in the hotel industry is because Malaysian government has recognised tourism industry as an economic catalyst for the country (Patwary, 2018a). This is because by offering services that meet the demand of the consumer especially the Muslim travellers has bring forward the hotel industry towards new revolution era. Therefore, the aims of this study is to determine factors influencing the intention of consumer in choosing Islamic hotel service among respondent in Kuala Lumpur with a set of dependent variables consist of halal awareness, subjective norms, brand image and attitude. Besides, the sampling technique employed in this study is stratified random sampling. A total of 400 targeted Muslim respondents from Kuala Lumpur area are participated in this study. The collected data was then analysed in order to identify the relationship between both dependent and independent variables by using Statistical Package for the Social Sciences (SPSS) version 22.0. Thus, the hotelier can focus on these selected factors to improve the hotel services performance.