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https://ptsldigital.ukm.my/jspui/handle/123456789/513656| Title: | The influences of religiosity and ethnicity on behavioral intention towards halal hotel in Malaysia: the mediating effects of attitude and subjective norm |
| Authors: | Izwan Harith Md. Ithnan (ZP 00482) |
| Supervisor: | Ahmad Azmi Ariffin, Assoc. Prof. Dr. |
| Keywords: | Halal hotel Behavioral intention Attitude Norm Malay Muslims Universiti Kebangsaan Malaysia -- Dissertations |
| Issue Date: | 10-Aug-2016 |
| Description: | The primary purpose of this study is to empirically examine the behavioral intention to choose halal hotel among the Malaysian Malay Muslims is either primarily motivated by religiosity or ethnicity values. Specifically, in this study the religiosity value is represented by construct of Religious Commitment while ethnicity value is represented by Ethnic Identity. These two factors are basically different in nature and understanding them is paramount in the Islamic marketing research and understanding Muslims’ consumer behavior (Sandikci 2011). Grounded by the Theory of Reasoned Action, Social Identity Theory and Behavioral Reasoning Theory, this study formulates and investigates the mediating role of attitude and subjective norm on the relationships between religious commitment and ethnic identity towards behavioral intention on halal hotel. Hence, this study hypothesized that: (a) attitude and subjective norm are directly related to behavioral intentions towards halal hotel, (b) religious commitment is directly related to behavioral intentions towards halal hotel, (c) ethnic identity is directly related to behavioral intentions towards halal hotel, (d) the relationship between religious commitment and behavioral intentions towards halal hotel is mediated partially by attitude and subjective norm, and (e) the relationship between ethnic identity and behavioral intentions towards halal hotel is mediated partially by attitude and subjective norm. To test the hypotheses, Structural Equation Modeling (SEM) statistical technique was employed to analyze the 492 sample data which are randomly selected among travelers at the Kuala Lumpur International Airport (KLIA). With regard to theoretical contributions, this study suggests an extended model of TRA by incorporating two context-specific values namely religious commitment and ethnic identity to explain behavioral intention in the context of halal hotel. With regard to practical implications, the findings of this study would help provide inputs to the hoteliers on the preparation of marketing plan to enhance the positioning strategy, preference and subsequently behavioral intention toward halal hotel particularly among the Malay Muslims in Malaysia.,Certification of Master's/Doctoral Thesis" is not available |
| Pages: | 152 |
| Publisher: | UKM, Bangi |
| Appears in Collections: | Graduate School of Business / Pusat Pengajian Siswazah Perniagaan |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| ukmvital_94732+SOURCE1+SOURCE1.0.PDF Restricted Access | 334.64 kB | Adobe PDF |  View/Open |
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