Factors Influencing Consumers' Intentions towards Purchasing Islamic Hotel Service: Moderating Role of Religiosity
Year: 2025
Type: article
Study design: Observational Study
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.
Authors: Patwary, Ataul Karim, Abdul Alem, Mohammed, Hazbar, Abdulmalek H.A, Binti Nor Kamal, Nor Syahirah
Institutions: Universiti Utara Malaysia, Shaqra University, Taiz University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3164460833