Travel Reference
In-Depth Information
to the hotel practitioner to identify the need and
fulfill the expectation of them.
tion of the consumer to gain experience of SCH.
Later the intention to purchase wills discussed the
theory and factors that influenced consumer pur-
chase intention towards SCH.
2 LITERATURE REVIEW
2.2
Factors influences the intention to purchase
Purchase intention is the implied promise to one's
self to buy the product again whenever one makes
next trip to the market (Fandos & Flavian, 2006).
The study helps to explain that purchase inten-
tion as the number of patrons that has a proposal
to buy the products or experience the services in
future and make repetition purchases and contact
again to the specific product and services.
Besides that, it also portrays the impression of
customer retention. Basically, findings from the lit-
erature founds that there are certain factors which
contributed to the strong influence on the purchase
intention of the consumer in service sector such as
the consumers' awareness, organization's brand
image and the expected service quality.
2.1
Sharia Compliant Hotel
Sharia compliant hotel is defined as an act or
activity that complies with the requirements of
sharia or Islamic law. The whole of hotel prac-
tices, activities, management and operations are
relying on this concept (Fadil & Zulkifli, 2012).
Sharia compliant hotels must follow the overall
Islamic values which include from sources of cap-
ital to their daily operation. The concept of sharia
compliant hotel is very unique and it needs to be
promoted not only towards the Muslim market
but also non-Muslim.
In essences, sharia compliant hotels are guided by
the Islamic law, which are based upon the Qur'an,
and the Sunna (the practices and sayings of Prophet
Muhammad PBUH). It also includes the Islamic Fiqh
and opinion of Muslim legal scholars. According to
Henderson (2010), the industry practitioners and the
analyst have come out with a set of sharia compliant
hotel attributes. The Sharia compliant hotel estab-
lishment has highlighted that there are characteristic
that is significant in reflecting the practice of Islamic
hotel. The importance of this characteristic is to
retain and maintain the best service quality to Mus-
lim customer. The characteristics are as follows:
All the elements presented cover the sharia
rules as to maintain and attract Muslim tourist to
Islamic Hotel. These practices influenced the inten-
2.2.1
Awareness on Sharia Compliant Hotel
Consumer awareness refers to awareness of a poten-
tial or current buyer about a particular product
or company which can be as simple as a shopper
remembering a television commercial. In the Islamic
context literally means experience of something and
being well informed of what is happening at the
present time on any Halal food, drinks, services and
products. Apparently in this context, it is strongly
based on the religion belief. Schiffman and Kanuk
(2000) assert that members of different religious
groups in their decisions to eat, drink or use any
product and their awareness are influenced by their
religious identity, orientation, knowledge and belief.
Apart from that, Muslim travelers are also look-
ing for the “Halal” label on hotels, restaurants and
even airlines when they travel. In fact, 50 per cent
of Muslim travelers would use Halal-friendly facili-
ties if they existed and 30 per cent would seek strict
Sharia-compliant services (Janmohamed, 2013).
Furthermore, there are Muslim travelers that are
concerned to be connected with Muslim popula-
tions in other countries. They are willing to learn
more about the 'ummah', the global Muslim nation
and its heritage by visiting other Muslim countries.
To sum up the discussion above, consumer aware-
ness are related to individual belief and knowledge
on SCH. It is expected that, when Muslim tourist
have been acknowledged about the existence and
features of SCH, it will directly influence their inten-
tion in purchasing SCH without any doubtful.
Table 1.
Characteristic of Sharia Compliant Hotel.
2.2.2
Brand image
According to Berkowitz (2006), branding is an
act in which an organization uses a name, phrase,
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