FACTORS AFFECTING ONLINE HOTEL BOOKINGS: FROM ISLAMIC PERSPECTIVE

The increasing use of online hotel booking platforms in Malaysia has transformed the way consumers make accommodation choices. This research seeks to examine the factors that affect online hotel bookings, with a particular focus on an Islamic perspective. It examines the influence of Islamic values, including trust, ethical considerations, and convenience, on the preferences of both Muslim and non-Muslim consumers. Using a quantitative research strategy, data were gathered by surveying a wide range of people. The results show that things like how easy it is to use, how much people think it's worth, and whether there are safe options have a big effect on booking choices. This research contributes to understanding consumer behavior in the context of Islamic teachings and provides insights for businesses seeking to cater to a diverse clientele while respecting cultural values.