in Thailand and Its Impact on Behavioral Intention
Abstract
The hotel and hospitality industry is expanding as the need for globalization in business operations continues to create much attention. The paper sought to conduct a study on the religious attitudes and behavior that make Muslim consumers subscribe to a particular food or service in hotels across Thailand. The sample for the study was 25 Muslim respondents who are residents as well as visitors. The sample was selected randomly with a structured questionnaire used to collect data from the respondents. Among the key consumers in Thailand are the Muslims who in this case prefer their Halal foods and drinks. This implies that hotels in Thailand have to afford the necessary services that will take care of the interests of the Muslim customers, both residents and tourists. From the findings however, hotels in Thailand tend to focus more on the needs of consumers from other religions and culture compared to the Muslims. The results, therefore, imply that there is need for change in the approach the hotels have towards Muslim customers and hence design mechanisms through which they can tap the ignored market.
Keywords: Consumer Behavior, Diversity, Globalization, Hospitality, Religion, Tourism, Qualitative Research
Introduction
Globalization processes have nurtured the growth of international organizations as they seek to capitalize on business opportunities on other continents. As such, people from diverse countries are seeking to travel abroad either for leisure, business purposes or even seek treatment. Different countries tend to project varying attitudes to other cultures and religions based on distinct national perceptions (Kim, Im & King, 2015). Religion is also considered as a delicate issue, especially with the advent increase in terror attacks all over the world. More specifically, Islam as a religion has come to be perceived as being hostile and as such, Muslim faithful tend to be treated with much caution in non-Muslim countries (Ali, Rezaei, Hussain & Ragavan, 2014). It is, however, important to note that in some Muslim countries as well, there is the high likelihood that people from other religions such as the Christians and Jews may not feel comfortable to visit.
Behavioral intentions can be described as an indicator as to whether a particular tourist will positively consider revisiting the very same hotel establishment in the future (Braam, 2006). It also signifies whether the tourist can recommend such an establishment to a fellow Muslim tourist. The growing number of tourists originating from Islamic countries has increased significantly (Kim, Im & King, 2015). Whether Muslim tourists are seeking to further their education in host countries, visit for leisure, business or even for health care services, the hospitality industry is looking to tap into this relatively ignored market (Cohen, 2008). There is therefore an inclination by major players in the industry to compel progressive hoteliers to generate products and services that appeal to the Muslim tourist (Shafaei & Mohamed, 2015). This conceptual paper seeks to examine whether the Muslim themed hotels in Thailand match the innate expectations of Muslim tourists. More so, this paper will examine the degree of service quality needed to influence favorable behavioral intentions among Muslim Tourists in Future.
Literature Review
Local situation
Despite the fact that cases of religious intolerance are continuously being witnessed all around the world has done little to adversely affect the global tourism industry. Based on the fact that tourism is a great income earner for many countries, both non-Muslim and non-Christian, governments as well as concerned stakeholders are continuously seeking to improve service quality within the tourism and hospitality industries (Wilson, 2011); (Kim, I'm & King, 2015). A good number of nations where Islam is the main religion have been realizing sustained economic growth and development that has enabled the populations in such countries to afford world travel.
This has compelled progressive nations to integrate Islamic Tourism on a practical as well as on a practical level within their tourism and hospitality industries (Wilson, 2011). As such this relates to religious tourism. Service quality is regarded to as a very significant issue which practitioners within the hospitality industry and more so, researchers studying in the same field are also working on studies on the same agenda. Indeed, such research studies tend to project varying outcomes (Kim, Im & King, 2015). On the same note, dimensions relative to service quality also vary depending on the nature of services offered and the sector’s performance. Similarly, even in instances where researchers delve into the same sector and the nature of service offered, results and conclusions reached tend to differ widely (Wilson & Liu, 2014). This is because Sharia Law tends to have some amenities not consistent with other forms of tourism service quality dimensions (Shafaei & Mohamed, 2015).
The main religion in Thailand is Buddhism. The second most popular religion in this Asian country is Islam. As such, the country can be considered to have a relatively low multicultural mix. According to Eid & El-Gohary (2014), this has, largely because of the government’s endeavor towards a monotheist state. For more than a century, the official government has underscored the need for greater homogeneity among its citizen thus resulting in a nation with a limited multiethnic mix. It is of great significance to point out that this country was once revered for its multi-cultural diversity (Abdelkader, 2015). At present, there is also a resurgence towards greater ethnic and cultural diversity in the country.
Quality management principles are gaining significance in the modern world. The same is true for the tourism and hospitality industry. As such, tourists are now keener as to the services and products offered in hotels and by extension, the hospitality industry as they seek to ensure they receive the finest quality and value for money (Shafaei & Mohamed, 2015). A number of arising issues have led to the systematic review of quality management principal within the global tourism industry and by extension, the global hospitality industry. These include: unwillingness to provide select services such as those which appeal to the Muslim clientele; growing competition; unfavorable price-performance ratios and poor product standardization practices (Abdelkader, 2015).
As much as there is a significant Muslim population in Thailand, halal compliance in its tourism and hospitality industry is still relatively new (Wilson & Liu, 2014). As such, hotel establishments in the country should capitalize on acknowledging and filling up this void (Shafaei & Mohamed, 2015). More so, the hotel industry in the country should comprehend that apart from offering halal oriented food services and products, other amenities are also distinct to the Muslim tourist. Muslim architectural buildings such as mosques are integral to the lives of Muslims (Som, Marzuki, Yousefi & AbuKhalifeh, 2012); (Nassar, Mostafa & Reisinger, 2015). Such factors are important to consider when seeking to attract Muslim tourists and more so, acquire the desired behavioral intention.
As Battour, Battor, & Ismail (2012) provides, the significance of Halal foods among devout Muslims has been quoted in many research studies on the hospitality industry. As such, halal foods are prepared in accordance with strict adherence principles outlined in the Quran. The term halal defines that food and drinks that are lawful or allowed under the Sharia Law (Leung, Au & Law, 2015). It is the obligation of every Muslim faithful to only indulge in consuming halal foods and drinks. The hospitality industry and by extension, Muslim friendly hotels seek to appeal to the Muslim tourist by ensuring they prepare foods that are purely halal (Tamwatin, Trimetsoontorn & Fongsuwan, 2015). In an effort to ensure authenticity, halal food products are in most cases conspicuously branded to eliminate any doubt as to what foods are served herein.
Methodology
Conceptual Framework
A structured interview was used to collect data from the randomly selected sample. Independent variables identified were based on their relationship with the attitude of consumers towards Muslim friendly hotels as well as the relationship of the variables with consumer behavioral intentions. Independent variables including perceived usefulness of the services offered and the ease of use were identified as directly related to the attitude of consumer towards Muslim friendly hotels (Abdelkader, 2015). This means that it was possible to acquire responses to determine the behavior and attitude of customers towards the particular service offered and the technology used by the Muslim hotels. The interview in this case was designed to understand the perceptions of Muslim tourists concerning amenities and services offered in Muslim oriented hotles within Tahiland. The variables in the category included; perceived costs, perceived security, subjective norms from the consumers, self-efficacy of the services offered and satisfaction derived by the Muslim consumers (Abdelkader, 2015). The views collected in this group included; perceived usefulness as well as ease of use.
Figure 1. A flowchart portraying the research study’s conceptual framework (Hashim, Murphy & Hashim, 2007).
A representative sample was selected through random sampling from a population of Muslims. A discrete sample with a total of 25 participants was selected and structured interview used to obtain data from the sample.
This research study relied on a interview which had been successfully employed towards measuring service quality of the Muslim friendly hotels in the UK (Abdelkader, 2015). For instance, the questionnaire was only distributed to the selected population of Muslim participants. It also ensured that Muslims offered the questionnaire were tourists who had resided in Bangkok for a year or more. The study also ensured the diversity of countries of origin was as expansive as possible. The sample population consisted of Muslim tourists from Saudi Arabia, Pakistan, Egypt, Nigeria, UK, Kuwait, Malaysia and Libya (Abdelkader, 2015).
Research Instruments
The three issues of critical concern in this qualitative research study included customary dimensions of service quality, dimensions of Sharia compatible services and amenities, and behavior intentions (Abdelkader, 2015). The customer dimension of service quality were considered with regard to reliability, tangibles, assurance, empathy and responsiveness. Some of the criterion used to measure the dimensions of sharia compatible services and amenities included availability of the main Islam religious text, the Quran, the Hadith other empirically and theoretically developed factors (Abdelkader, 2015). A number of adaptations were employed to conform to the field of study as well as Islamic law.
Behavior intentions were also measured. The primary interview sample was verified through a number of Muslims sourced from Bangkok’s Siam district (Abdelkader, 2015). These particular set of Muslim participants had good knowledge as to the quality of amenities and services offered within the capital city’s Muslim friendly hotels.
As a qualitative study, interviews were also incorporated to engage the participants through direct communication avenues to critically understand client perceptions concerning the quality of service and behavioral intentions. The interviews were well attended and to make them as less labor intensive as possible, as well as work within limited time frames, three questions were prepared to assess participant perceptions concerning the two dimensions.
Results
Sample participants filled in the responses to the queries set forth in the interview concerning quality of service in Muslim oriented hotel establishment in Thailand, more specifically, in Bangkok (Abdelkader, 2015). The views of participants as to quality of service. It is important to point out that the study did not take into account the hotels visited by Muslim tourist. Given that the sample population was obtained from upper middle class to high class districts, the hotel establishment were perceived rated as three star and above.
The study revealed that a good number of Muslim friendly hotels in Thailand failed to comprehensively appreciate the significance of Halal to Muslim clientele. This is because most of the hotels focused more on the majority groups whom they perceived as key to achieving their growth and desired profit levels (Abdelkader, 2015). It was, however, also noted that most Muslim friendly hotels continued to do good business despite noncompliance to Halal as most clientele are non-Muslim. The fact that the hotels could do good in spite of their failure to take care of the interests of the Muslim customers means that the hotels felt no need to provide incentives for the Muslim consumers.
Obstacles to the behavioral intention
It is worthy to note that all the participants exhibited a good understanding of the intricacies involved in the hotel industry. The outcomes of the short interviews indicated that the participants believe that more needs to be done to improve quality of service and associated amenities within Muslim friendly hotels (Appendix 1); (Appendix 2). As appendix 1 provides, about 48% of the particpants indicted that there are obstacles to behavioral intention that the Thailand tourism industry needs to address further. The same appendinx (1) indicates that 52 % of the participants considered the Muslim friendly hotels in Thailand as good. As such, this offers sufficient proof that most of them look forward to visiting the same hotel establishments in future. As such, all their responses with regard to changes that could make the hotels more Muslim friendly were well informed (Appendix 2).
It is worthy to note that 100% of the participants called for more compliance to Sharia law adhereance, world class service delivery and employee diversity as issues which should be critically addressed to enhance positive behavioral intentions. For instance, some of the progressive answers sourced from the participants included calls to the Thailand government to institute stronger policies towards diversifying markets. Others emphasized on better training for senior management as well as other staff towards appreciating Muslim friendly attributes and understanding of Sharia law compliance (Appendix 2). Concerning behavioral intentions, most participants showed a positive inclination towards become return clients. Others called for more emphasis by hotel management before visiting the establishments in future. The same was the case when asked to consider recommending others to visit the Muslim friendly hotels in Thailand (Appendix 3). 68% of the participants agreed to recommend the Muslim friendly hoptels to friends and family while 32% cited obstacles to positive behavioral intentions as reasons why they would not recommend the establishments to friends and family.
Discussion
The results from this research study has attempted to provide an answer to the second research query aimed at determining the relation existing between service of quality that is the independent variables and the dependent variables which concerns behavioral intentions. As such, the relation between the two distinct variables from the general Muslim tourists’ standpoint underscores the significance of service quality (Abdelkader, 2015). Thus there is the critical need for Muslim friendly hotel establishments in Bangkok, and by extension, Thailand, require to implement novel strategy concepts which incorporate Sharia compliance. This is perceived as the best means with which the tourism leverage can make a strong attempt towards diversifying its market base.
It is thus of critical importance for managers and other hotel industry administrators to embrace the aspect of globalization and more so, ethnic and cultural diversity. This does not only entails appealing to Muslim tourists, but employing more Muslim staffs as well. As such, halal compliance should be incorporated into day to day operations within the country’s tourism and hospitality industry (Abdelkader, 2015). The Muslim tourist sector is growing at a considerable pace and thus, incorporating Sharia Law perspective can work towards ensuring Muslim clients are confident with the dimensions of quality service. Taking note of the distinct feature that appeal to Muslim clients can result in a positive influence on behavioral intention. This will not only improve the competitive advantage of Muslim friendly hotels, but also ensure that diversity as nurtured by the aspect of globalization is adhered to (Abdelkader, 2015). Given that hotel staffs are in essence front line managers within the hospitality industry, it is highly recommended that hoteliers and hotel establishment owners desire to acquire, train and retain knowledgeable workers.
This is critical towards ensuring that they will be open and receptive to people from other cultures and as such, positively relate with them in the dispensation of assigned duties. Branding can also go the extra mile towards attracting Muslim clients (Hashim, Murphy & Hashim, 2007). The hotel logos for establishing that are Muslim friendly should work towards incorporating the halal logo within the organization’s logo. Such branding should however be authenticated via registration with relevant state and Islamic bodies.
Conclusion
This conceptual paper has sought to investigate and furthermore, present a number of the underlying factors influencing behavioral intention among Muslim tourists in Thailand. The outcome of the interviews illustrates that the Thailand hotel sector still has a long way to appealing to Muslim clients. As much as the country has a small indigenous Muslim population, the hotel industry and the country’s economy at large stands to benefit much from improving quality of service in Muslim friendly hotels. The country is famed for its exquisite scenery and historical heritage and thus, can attract a huge number of Muslim tourists if Sharia compliance is comprehensively integrated in its hotel industry. Throughout the paper, issues which determine or otherwise measure the preference of Muslim tourists to revisit a hotel establishment after their first visit have been discussed. As such, it is widely accepted not only among other practitioners in the Thai hotel industry but in its tourism industry as well that destination image is critical to successful and sustainable operations. Adhering to halal food codes and designated different amenities unique to Muslim ideals has been proven to be one of the strongest attributes positively impacting on behavioral retention among Muslim tourists.
Appendices
Appendix 1
Question 1: What is your perception of Muslim friendly hotels during your one year or so stay in Bangkok and by extension in Thailand?
Participant 1 I have not toured Thailand extensively. I have, however, been in Bangkok for over a year now and believe that Muslim Friendly hotels in the city still have a long way to go.
Participant 2 Thailand is a great country, I have visited some of the Muslim oriented hotel establishment but found their knowledge of Muslim friendliness below par.
Participant 3 The hotel industry here does not think much of the Muslim clientele, I have reasons to doubt their Sharia Law compliance and halal foods and drinks. As such, I think they fair poorly.
Participant 4 This is my first country to tour and so far, my experiences have been positively memorable. Not many countries have looked into the issue under discussion. Founded on this fact, I believe the Thailand Muslim friendly establishment are making the right steps towards improving quality of service. I perceive them positively to encourage them to do more.
Participant 5 I perceive them as a work in progress.
Participant 6 Muslim friendly hotels in this country seems to be a new phenomenon. I, however, appreciate the quality of services accorded in four and five star hotel establishments.
Participant 7 It would be unfair to compare Thailand’s performance with other countries such as the UK on the issue. In this light, I view there quality of services as above average.
Participant 8 Below average, yes I perceive them as below average.
Participant 9 Not bad, not bad.
Participant 10 I think that I am ok with the quality of service offered.
Participant 11 The service of quality is much better than in other countries though the industry should work more to tap further into the Muslim tourist market segment.
Participant 12 Yes I appreciate their quality of service and would love to visit the country again in future.
Participant 13 Below average though staffs work keenly to ensure client comfort, which is a good thing.
Participant 14 I believe hotels purported to be Muslim friendly have a long way to go.
Participant 15 Service quality and delivery are commendable.
Participant 16 I perceive them as being fine.
Participant 17 They are not as bad as I expected.
Participant 18 I love this country and am not too keen on Muslim friendliness, I am rather liberal.
Participant 19 So far so good, I do not anything negative to comment about the hotels.
Participant 20 Their Muslim friendliness attributes are poor but quality of service is superb.
Participant 21 I am yet to travel the country extensively as am a business tourist. The Muslim friendly hotels are good in my view.
Participant 22 I view the three hotels visited as moderately Sharia compliant.
Participant 23 To a large extent, the quality of services has not attained world class status.
Participant 24 Five star hotels are fully Sharia law complaint.
Participant 25 Well, I consider them as being above average.
Appendix 2
Question 2: What is should change?
Participant 1 The hotels have good service delivery and quality but seem to lack adequate knowledge on Sharia law compliance.
Participant 2 More emphasis on Sharia law compliance.
Participant 3 More investments towards Sharia law compliance.
Participant 4 The management should consider emulating Muslim friendly hotel establishments in Europe such as in Germany and the UK.
Participant 5 It could be good if Muslim professionals are hired into the senior management positions to allow for greater diversity.
Participant 6 The senior management should participate in seminars and training programs to fully understand the intricacies of operating Muslim friendly hotel establishments.
Participant 7 More investments towards Sharia law compliance.
Participant 8 A lot has to be done.
Participant 9 In the short term, they should hire Muslim professionals to head Muslim friendly hotels in the country.
Participant 10 More emphasis on Sharia law compliance.
Participant 11 Emulate operations in similar hotels in Western Europe.
Participant 12 Simply appraise Sharia law compliance.
Participant 13 Better and more comprehensive training programs.
Participant 14 Hire consultancy services.
Participant 15 Reach out to more clients from Muslim countries.
Participant 16 On the right track, I expect them to attain international standards in due time.
Participant 17 Proactively seek to consistently appease Muslim clients.
Participant 18 Maybe it could be great to compel the government to champion for greater diversity in the country’s tourism industry.
Participant 19 Ensure better employee diversity.
Participant 20 Invest in training senior managers and employees on issues related to Sharia Law compliance and halal foods.
Participant 21 Should look to progressive countries in Europe to upgrade Muslim friendly attributes accordingly.
Participant 22 Greater emphasis on Sharia compliance.
Participant 23 Aim towards attaining world class quality and service delivery.
Participant 24 Sharia law compliance should be encouraged throughout the industry.
Participant 25 Incorporate organizational strategies calling for greater adherence to sharia law compliance.
Appendix 3
Question 3: Would you consider visiting Muslim friendly establishments in Thailand and would you recommend them to other Muslims?
Participant 1 Well, yes, though I would appreciate if they improved the quality of services and invested in associated amenities. If I am satisfied such changes have been implemented then it would be easy to recommend the hotels to my fellow Muslim friends and relatives.
Participant 2 Yes, I will definitely patron the hotels and recommend them to others.
Participant 3 I like the country and as such, I have no option but visit them again. I cannot recommend them to others at their current state.
Participant 4 There is no tangible reason why I would not visit them again. I do recommend them to my friends whenever they visit and will continue to do so in future.
Participant 5 Yes. Yes.
Participant 6 The service is great, so yes. I would also recommend them to others.
Participant 7 I visit them often and have even registered in some of their customer reward schemes. Yes I would recommend them to my relatives and friends.
Participant 8 Yes, but I cannot promise to recommend them to others.
Participant 9 If the situation remains the same no, if they become more Sharia, yes. I cannot recommend them to others, it may tarnish my reputation.
Participant 10 Yes. Of course, I can recommend them to friends as well as family.
Participant 11 Definitely, yes. Of course, Yes.
Participant 12 Yes. Yes.
Participant 13 Yes, I would. I would first have to consider the preferences of an individual prior to recommending a hotel to visit in Thailand.
Participant 14 That is a subjective question but yes, I can visit the hotels again. As for recommending the hotels to others, no.
Participant 15 Yes, Yes.
Participant 16 Yes, I will definitely patron the hotels and recommend them to others.
Participant 17 Yes, but I cannot promise to recommend them to others.
Participant 18 Why not, yes, of course.
Participant 19 Would depend on my purpose for visit, for business yes, for personal reasons, no. I have not considered recommending them to my friends and no, I would not do so.
Participant 20 I would visit them again but cannot promise recommending them to my friends.
Participant 21 Yes. Yes.
Participant 22 Yes, I would on both accounts.
Participant 23 Yes. No, my friends tend to favor nothing but the best.
Participant 24 Yes. Yes.
Participant 25 Yes, I return often and also tend to visit again in the company of my friends.
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