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Abstract

Purpose: This study is to get an overview what are the actors that influence consumer decisions to choose Sharia hotels in Indonesia. Theoretical Framework: The emergence of Sharia hotels has received attention from both managerial and academic aspects. Several countries are developing Sharia hotels to attract large numbers of Muslim tourists. Design/methodology/approach: The data used are primary data obtained from interviews and questionnaires with a purposive sampling technique. The data analysis technique uses path analysis with the help of the SPSS version 23 program. Findings: The results of the study found that there were three groups of people who were interested in staying at the Syariah Hotel. The first group is people who are motivated by seeking new experiences. The second group is those driven by benefit maximization who consider the hotel's functional attributes (ie, price, location, convenience). The third group is people who vote because of Sharia compliance. Research, Practical & Social implications: This study implies many Muslim tourists, both domestic and foreign, choose to continue practicing their habits during their trips and holidays, such as praying and consuming halal food, as well as using products and services with a halal concept. Because the concept of halal must be applied in every aspect of a Muslim's life, including in terms of choosing hotel accommodation. Originality/value: The originality of this study lies in the use of the path analysis model as a model used to analyze primary data that has been obtained from observations in several hotels that implement pure Sharia, semi-Sharia, and the concept of halal kitchens spread across four provinces, namely DKI Jakarta Province, Riau Province, South Kalimantan Province, and South Sulawesi Province.