Customer awareness towards Syariah Compliant hotel

The increasing number of Islamic followers in worldwide context and positive tourism trends boost up the demand for and supply of Islamic hospitality services. It is assumed that the emergence of Islamic financing is one of the driving factors of Syariah Compliant hotels besides the increasing number of Arab and Muslim travellers and their high purchasing power. However, specific guidelines need to be introduced in constructing this concept since there are many different opinions and inconsistencies in understanding such practices among the Syariah scholars and hotel operators. Corpus of past literatures affirmed that currently there is no standardization being introduced and most of the hotel operators came out with their own interpretation of compliant strategies. Therefore, this study empirically investigates the customers' awareness on Syariah Compliant concept and practices. Self-reported questionnaires were used to gather the data from the customers using convenience sampling. Result shows the more customers aware of Syariah Compliant concept and practices, the more they will accept it. However, it could be said that customers in general are not really comprehend about Syariah Compliant hence hotel operators are responsible to educate the customers.