The Effect of Service Quality, Halal Tourism on Brand Image of Hotels in Padang

Abstract

Halal tourism is an emerging issue currently due to the increase of the Muslim tourists around the world. This research aims to investigate the relationship between halal tourism (Islamic facilities, Halal, general Islamic morality, and alcohol and gambling free) and service quality towards the hotel brand image in Padang. The population in this study were tourists who visited the city of Padang and stayed at the hotel. This study used 75 respondents as the samples. The analysis was carried out by using SPSS software. The findings show that halal tourism has a significant influence on brand image of hotels in Padang. Service quality is also a significant antecedent of Brand image. Furthermore, some limitations and further studies are discussed.