Factors Affecting Purchase Intention Towards Shariah Compliant Hotels

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.