|29th IBIMA Conference
3 - 4 May 2017
When Sharia Hotel Is Too Segmented: Evidence from Indonesia
Usep Suhud and Tjutju Fatimah
To attract Muslim visitors, both domestic and international, hotel industry modifies their services to be suitable with Islamic law and stated them as a sharia compliant hotel (SCH). This study is aimed to investigate the influence of religious commitment, attitude, perceived value, and customer expectation on a SCH visit intention. In total, there were 260 respondents participated, those who worked at Sudirman Central Business District (SCBD) in Jakarta. Predominant respondents claimed that they experienced visiting a hotel within six months and only 10% of them visited a SCH. Data was analysed using exploratory and confirmatory factor analyses as well as structural equation model. As a result, only religious commitment had an insignificant influence on visit intention. Two alternative models were tested to understand the role of religious commitment on behavioural intention. They showed other findings that indicated that indeed a SCH is segmented only for visitors with certain level of religious commitment. A recommendation for hotel practitioners and future research are discussed. Findings of this study fulfil a gap in sharia hospitality field, particularly on behavioural intention.