Intention to Adopt Islamic Quality Standard: A Study of Hotels in Peninsular Malaysia

Abstract

Since 2010, Malaysia has been among the first choice for travel destination in the global Muslim travel market. To better serve the market, in 2013 Islamic Quality Standard for hotels (IQS) was introduced in Malaysia. However, many are skeptical about its feasibility. It is not clear whether hotels in Malaysia are keen to adopt this standard. Despite the ambiguity, a quantitative study to ascertain the intention to adopt IQS remains scarce. The purpose of this study is to investigate hotel manager’s intention to adopt IQS. A total of 355 questionnaires were distributed to hotel managers throughout Peninsular Malaysia. Based on 72 usable returned questionnaires, it was found that most of the hotel managers were undecided on whether to adopt IQS or not. The percentage of those who were positive about the intention to adopt IQS was only slightly higher than those who were negative about it. Comparison between Muslim and non-Muslim intention in adoption shows a small but significant difference between the two groups. This paper contributes to the literature on Shariah-compliant, and it is relevant to civilization as it provides knowledge that may enhance understanding and cooperation among the stakeholders which is crucial for social harmony.