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 100 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. Regression analysis was then conducted to determine level of significance ion the relationships between the identified variables and a Likert scale was also used to test attitudes of the Muslim customers. 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
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.
Background Study
Tourism is the primary source of revenue for many countries including Thailand (United States, World Tourism Organization). There is a competitive environment in the hotel industry that makes it vital to achieve customer satisfaction through positive customer perception. It enables institutions to be able to survive in the business. Apart from food and beverage, other factors determine customer satisfaction such as services and products’ quality. The tourism sector in Thailand needs improvement to facilitate the introduction of a new product known as halal tourism. The product offers tour packages and destinations hence catering for Muslim wants and needs (Berger 45).The package accommodates both the tourists’ tastes and spiritual needs. At the same time, it provides top of the quality line environment for luxury and comfort (Cohen and Neal 577). The main objective of the research is to identify the relationship between service and product quality towards measuring customer satisfaction.
Problem statement
Halal tourism package is a new tourism package that is facing the challenge of acceptance by most hotels in Thailand (Haq, Farooq and Medhekar 95). The issue is affecting the state of revenue in the country since it depends heavily on the tourism sector (United States, World Tourism Organization). The insufficient knowledge concerning the need of providing quality products and services stands out as a major problem. In other words, most hotels have the perception that Muslims are not the only major tourists in the country therefore would not act as an obstacle to the realization of the set goals and objectives (Batra C3). It would lead to the tourist level to reduce substantially and the Thailand to be seen as a country that is not Muslim friendly. In the long run, it reduces the countries’ revenue.
Literature Review
Quality service is defined as how well a service meets or exceeds the customers’ expectations. It is the impression a consumer has regarding services offered by the organization (Murali, Linga and Madhavaiah, 1). Its features are such as “intangibility, inseparability, heterogeneity, and Perishability” (qtd. in Kachoka). Perception is the process of noting and making sense of information. Perceived quality is “the consumer’s judgments regarding the performance of the service” (qtd. in Lisch). Quality assessments do not require any form of knowledge regarding the service provider but as to “the quality of how the service is offered” (qtd. in Moufakkir, Omar, and Burns).
It is imperative that a service company measure and monitor service quality and satisfaction to influence the behavioral intentions of their customers. Although many factors are affecting the attitude and intention of the consumer, it can be said that the perception of the service quality is the most important of them (Reddy, Maharaj and Wilkes C5). The importance of service quality has been on the increase. Interest in service quality is remarkable. The services provided by the hotel are an important factor that can contribute to profits and losses.
Most of the Islamic tourist are very sensitive and have a desire for sophisticated holiday destinations and halal dining. Apart from that, they require certain needs to be present for them to feel comfortable in the surroundings (Umboh, Ivonne, and Aryanto, 57). As a hotel, “providing comfort is the primary objective to be considered. Failure to achieve that, then there is negative consumer perception” (qtd. in Kenyon, George and Sen). However, most hotels are not compliant with providing such services because Muslims are not the major tourist in that area and also because the business would still be a success even without such features present.
It is vital that most hotels be educated and made to understand that services enable the acceptance level to be balanced in both the Islamic and non-Islamic tourists. Only with balance can a positive consumer perception be received (Moufakkir, Omar, and Reisinger C1). The halal requirements that are to be implemented by the hotels will enable their comfort to be achieved in the new surrounding while still feel that they are the same level as other tourists within the region (Yener C3).
Research contributions
There is microscopic study touching the issues of Muslim tourism to improve the tourism sector and the need for the hotel industry to provide halal services and products (Reuter, and Horstmann). The research would outline more concepts about the industry. It provides more information on the significance for the provision of the services. It further explains the consequences faced by hotels when they do not comply with the required standards and policies of the provision of products and services. The research would assist to understand more in depth as to why most hotels in the tourism industry do not comply with halal requirements.
The research would also enable the tourism industry not to overlook the emerging problems. It allows the management team to evaluate and assess the situation and come up with the proper solution. It would create awareness of the existence of a particular problem in the industry. It will also assist a hotel manager to better understand halal services and requirement. The manger would be in a better position to identify the importance of using the Halal requirements and services. It would facilitate the increase of the profits of the hotel and improves the tourism sector (Abdelkader, 4).
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. It is critical to understand that in the measurement of service quality dimensions; there is the need to examine Muslim tourism via a six dimension. 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. 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.
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 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
Research methods
The information for the research was collected through the use of both primary sources and secondary sources.
Phase 1: Primary sources
Questionnaires: A series of questions were drawn and passed through some of the tourists that come to Thailand for vacation. The questionnaire was also posted on online for an online survey and emailed to some of the major hotels managers in the Thailand.
Phase 2: Secondary sources
E-book that cover tourism in Thailand and Islam as a religion in Thailand. Other documents were written about measuring service quality in other regions with appropriate relevance.
Conceptual Framework
According to the above diagram, it indicates that for any B2C firm to be successful, it should have the ability to offer superior services. The hotel has the duties and responsibilities of ensuring the customer get quality products and services. This success is gained by measuring the consumer’s perspective of the quality of provided services (Abdelkader 24). The diagram outline the measures necessary to identify the reaction or behaviours of the customers towards the services offered. On the other hand, it measures the customers attitudetowards the technological advancement in the hotel industry.
As the hotel is a B2C kind of business, its services can be measured by the SERVQUAL model. Using this model it can be identified that “service can be measured in five dimensions” (qtd. in Rodrigues).
Tangibles: which are all the physical resources the hotel employs to deliver services. These include Physical facilities present in the hotel, personnel, and equipment used by personnel. Under this you have:
Reliability: This mostly concerns about the ability to perform the promised service dependably and accurate. It is also viewed in the manner which the hotel uses its technology to be efficient in providing required services to its consumers.
Responsiveness: This is the act of being prompt in providing services and helping the customer with his or her respective needs.
Assurance: Information and politeness of the personnel and their ability to inspire confidence in their consumers.
Empathy: providing attention to its consumers.
A representative sample was selected through random sampling from a population of Muslims. A total of 100 samples was selected with structured questionnaires being use to obtain data from the sample.
A structured questionnaire was used to collect data from the randomly selected sample. Independent variables identified were based on their relationship with the attitude of consumers towards technology as well as the relationship of the variables with consumer behavior. 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 technology. A seven point Likert scale was designed with attributes ranging from strongly agree to strongly disagree. This means that it was possible to accurately determine the behavior and attitude of customers towards the particular service offered and the technology used by the Muslim hotels. Variables in this case were divided into two groups such that one group represented the independent variables that reflect the behavior of consumers towards services offered. 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. The other category of consumers were based on the attitude towards the technology used by the Muslim hotels. Independent variables in this group included; perceived usefulness and ease of use. To determine reliability of the data findings, regression analysis was used as a measure of the level of significance between the dependent and independent variables identified for the study.
Results
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. 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.
Discussion
It is of critical importance for managers and other hotel industry administrators to embrace the aspect of globalization and more so, ethnic and cultural diversity. This doesn’t 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. 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. 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. 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.
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