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immediate antecedent of behaviour (Ajzen, 1985).
The Theory of Planned Behaviour (Ajzen, 1991)
deals with the antecedents of attitudes, subjective
norms and perceived behavioural control. These
elements are used in an attempt to understand peo-
ple's intention to involve directly or indirectly in a
number of activities such as willingness to vote and
giving (Hrubes, Ajzen & Daigle, 2001). In a direct
measurement of these determinants, attitude refers
to an evaluative judgement about the advantages
and disadvantages of performing behaviour, while
subjective norms refer to a person's perception of
social pressure to perform the behaviour and a per-
ceived behavioural control refers to an individual's
perceived confidence in the capability of perform-
ing the behaviour (Fishbein & Ajzen, 1975).
In measuring the intention to purchase among
consumers, TPB theory has been widely used from
the day it was developed until today. In a deeper
application and usage, TPB theory has also been
used by various researchers in measuring peo-
ple's intention to purchase, consume and accept
Halal products and services (Nazahah & Sutina,
2012). By using the Theory of Planned Behavior
as a foundation, several researchers agreed that
the intention to purchase indicates an individual
human belief to buy Halal product and service. For
instance, a Muslim consumer has an intention to
buy Halal product which presented at the point of
purchase displays which arouse their interest onto
it (Azis & Vui, 2012). This direct measure provides
a guideline to predict human social behavior. In
addition, another researcher also concludes that
the conceptualizations of TPB presented by Ajzen
imply a causal relationship between these variables,
namely; attitudes, intentions and behavior”.
awareness, brand images and expected service qual-
ity. These three factors are the most important thing
that customers will look first before they make a
decision to choose the best hotel especially for Mus-
lim. The independent variables of this framework
are awareness, brand images and expected service
quality. These independent variables will affect the
dependent variable which is the purchase intention
of Sharia Compliant Hotels (SCH).
Based on the framework above, several hypoth-
eses are tested as follow:
H1: There is a significant relationship between con-
sumer awareness and intention to purchase a Sharia
compliant hotel.
H2: There is a significant relationship between brand
image and intention to purchase a Sharia compliant
hotel.
H3: There is a significant relationship between con-
sumer expectation on service quality and intention
to purchase a Sharia compliant hotel.
4
DISCUSSION AND CONCLUSION
In short, based on the past literature the factors
such as consumer awareness on SCH, brand image
and the expected service quality are found to have
potential influence on consumer purchase inten-
tion towards Sharia compliant hotel (SCH). In
fact, the factors used are almost consistent with
one another. On the other hand, the emergence of
consumer awareness, brand image and expected
service quality in assessing its relationship between
the Theory of Planned Behaviour has captured
interesting aspects of the study. Past research then
has thoroughly help in developing the hypothesis
for this study. In order to prove the hypothesis,
further analysis will be done in order to support
the reliability and the applicability of the past
findings.
As an implication, this study will provide valu-
able and important information for the hoteliers
who are still doubtful and feeling underestimate
towards the potential of Sharia Compliant Hotel
(SCH) implementation in Malaysia. The findings
of this study would provide them with a strong sup-
port in deciding to venture in this new and niche
concept of hospitality services in Malaysia. This
kind of opportunity should not be left behind as
its market growth promise bulky revenue that can
be earned by the company. A part from that, this
study are also expected to facilitate service provid-
ers to identify areas of changes and improvements
as if they intent to be aligned with this new hotel
trend. Therefore, in order to make sure that they
could maximize penetration of local market share,
3 PROPOSED THEORETICAL
FRAMEWORK
The conceptual framework explains about the pur-
chase intention of Sharia Compliant Hotel (SCH)
that affected by the underlying factors which are
applied to guide this study. Based on past literature,
there are three factors that affect SCH which is
Figure 1.
Proposed theoretical framework.
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