Analysis of the factors influencing consumer preferences toward Sharia-Compliant Hotels

Abstract

The background to this research is that every tourist who visits certainly needs accommodation to rest. However, sharia hotels are not yet the main choice for Muslim tourists when traveling. Apart from that, sharia hotels also face tough competition from conventional hotels. The aim of the research is to analyze the factors that influence consumer preferences for sharia hotels. The method in this research uses field research using descriptive qualitative methods, using observation, interview, and documentation techniques. The research results show that sharia hotels are a temporary housing option for Indonesian and foreign Muslim communities. The existence of sharia hotels in Indonesia is expected to take a share of the tourism market from the Middle East. Sharia hotels have several hotel facility services such as prayer directions, providing only halal food and drinks, hotel prayer rooms, Al-Qur'an, and complete prayer equipment in each hotel room. When accepting visitors, sharia hotels have written SOPs (Product Operation Standards), so that accepting visitors of the opposite sex must have family status or a husband-and-wife relationship.