Halal-friendly hotels: impact of halal-friendly attributes on guest purchase behaviors in the Thailand hotel industry

This study was designed to identify the attributes of a halal-friendly hotel and evaluate the role of these attributes in motivating the behavioral intentions of Muslim customers. Qualitative and quantitative approaches identified 30 validation and reliability items involving five distinctive dimensions, which included halal-friendly service, facilities, foods and beverages, privacy, and customer-service equality. The findings from the structural model indicate that the proposed model sufficiently explains the variance in intentions; three attributes were positively related to cognitive evaluation, and four attributes had significant influence on affective evaluation. In addition, the results indicated that cognitive and affective evaluation worked as mediators.