Factors Influencing Consumers’ Intentions towards Purchasing Islamic Hotel Service: Moderating Role of Religiosity

Document Type: Original Research

Authors

1 School of Tourism, Hospitality and Event Management, Universiti Utara Malaysia, UUM, Kedah, Malaysia

2 Faculty of Administrative Sciences, Taiz University, Taiz, Yemen; Shaqra University, Shaqra, Kingdom of Saudi Arabia

3 Faculty of Administrative Sciences, Taiz University, Taiz, Yemen.

4 School of Tourism, Hospitality and Event Management, Universiti Utara Malaysia, Kedah, Malaysia

Abstract

The aim of this study is to investigate the influencing factor on consumers’ intentions towards purchasing Islamic hotel service. It also investigates the moderating influence of religiosity on these relationships. Data collected using the survey method and 200 usable questionnaires were received from respondents. Regression analysis was conducted to test the hypothesis. The results show a positive and significant relationship between halal awareness, norms and attitude. It also shows that there are non-significant relationships between brand image and price and consumers ‘intentions toward purchasing Islamic hotel service. The study indicates that religiosity has a moderating effect on the relationships between the factors (halal awareness and subjective norms) and consumers’ intentions towards purchasing Islamic hotel service. By understanding the relationship among the constructs in the research model, hotel managers could improve consumer intention. They can focus on the halal awareness, subjective norm and religiosity in their marketing activities.  

Keywords


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