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Unveiling the dynamics of revisit intention and word-of-mouth: an attribution theory approach to Halal-friendly hotel attributes and service encounter evaluation

Ataul Karim Patwary (College of Tourism and Hospitality, University of Tabuk, Tabuk, Saudi Arabia)
Mirza Mohammad Didarul Alam (Department of Marketing, College of Economics and Political Science, Sultan Qaboos University, Muscat, Oman)
Noor Azimin Zainol (College of Tourism and Hospitality, University of Tabuk, Tabuk, Saudi Arabia)
Muhammad Umair Ashraf (Department of Sociology, Government College Women University Sialkot, Sialkot, Pakistan)
Mohammad Nurul Alam (Department of Management, Faculty of Business Administration, University of Tabuk, Tabuk, Saudi Arabia)
Naeem Hayat (Global Entrepreneurship Research and Innovation Centre, Universiti Malaysia Kelantan, Kota Bharu, Malaysia)
Sawsan Haider Abdullah khreis (Department of Tourism and Travel, ‏Faculty of Tourism and Hotel Management, Yarmouk University, Irbid, Jordan)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 16 August 2024

147

Abstract

Purpose

This study examined the revisit intention of tourists in Muslim-friendly hotels in nexus with Halal-friendly hotel attributes (social environment, facilities, food and beverage, locals and staff, and services), corporate image, customer engagement, perceived value, and service encounter evaluation. It further examined the mediating role of corporate image, customer engagement and perceived value between Halal-friendly hotel attributes and service encounter evaluation.

Design/methodology/approach

Using a structured survey instrument, 390 valid responses were gathered from international tourists who visited Malaysia. The collected data were analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) to test the assumed relationships.

Findings

The research shows that corporate image (CI), customer engagement (CE), and perceived value (PV) are directly influenced by Halal-friendly hotel attributes (HFHA) and exert influence on service encounter evaluation (SEE). Findings also suggest the mediating effect of CI, CE, and PV between HFHA and SEE. SEE further positively and significantly enhances the revisit intention and positive word-of-mouth.

Practical implications

The findings of this study stipulate that hotel owners should ensure the presence of HFHA in their offers to retain their existing guests and ensure their positive communication towards potential visitors through developing a fascinating image, engagement, and lucrative value.

Originality/value

Grounded on the attribution theory, this study contributes to the Halal tourism literature by exploring the role of Halal-friendly hotel attributes in enhancing the hotel’s image, customer engagement, and perceived value to enhance positive service encounter evaluation and revisiting intention for the hotel.

Keywords

Citation

Patwary, A.K., Alam, M.M.D., Zainol, N.A., Ashraf, M.U., Alam, M.N., Hayat, N. and khreis, S.H.A. (2024), "Unveiling the dynamics of revisit intention and word-of-mouth: an attribution theory approach to Halal-friendly hotel attributes and service encounter evaluation", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-03-2024-0259

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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