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Key attributes of Muslim-friendly hotels’ service quality: voices from booking.com

Huseyin Arasli (Norwegian School of Hotel Management, University of Stavanger,Stavanger, Norway)
Mehmet Bahri Saydam (Faculty of Tourism, Eastern Mediterranean University, Famagusta, Turkey)
Tugrul Gunay (Faculty of Tourism, Eastern Mediterranean University, Famagusta, Turkey)
Kaveh Jafari (Faculty of Tourism, Eastern Mediterranean University, Famagusta, Turkey)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 11 August 2021

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Abstract

Purpose

On a global scale, the Muslim-friendly hospitality business has intensified hotel competition. Given the paucity of research on the important service quality characteristics of Muslim-friendly hotels, this study aims to identify the major themes encountered by tourists at Muslim-friendly hotels.

Design/methodology/approach

The research used content analyzes (qualitative) to examine 1,250 reviews using Leximancer software. Data were gathered from the online travel website booking.com. The top 10 Islamic hotels according to Crescent ranking were taken into a data set.

Findings

Qualitative (narratives) analysis showcased nine key themes, namely, “hotel,” “staff,” “food,” “room,” “location,” “pool,” “facilities,” “cleanliness” and “Wi-Fi.” Furthermore, the findings of this study contribute to filling research voids in the literature by distinguishing themes linked with halal hotel “satisfaction” from those associated with “dissatisfaction.”

Originality/value

The findings of this research offer valuable visions into halal-hotel travelers’ overall experiences based on user-generated content and facilitate the identification of the dominant themes linked with a different value for money ratings.

Keywords

Acknowledgements

The corresponding author would like to thank the anonymous reviewers who had given constructive comments to this paper.

Funding: This research received no external funding.

Conflicts of Interest: The authors declare no conflict of interest.

Citation

Arasli, H., Saydam, M.B., Gunay, T. and Jafari, K. (2021), "Key attributes of Muslim-friendly hotels’ service quality: voices from booking.com", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-11-2020-0341

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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