The Factors of Tourist Intention to Revisit Muslim-Friendly Hotels in Klang Valley

The increasing global Muslim population has significantly influenced the tourism industry, driving demand for Muslim-friendly services and products. Concepts such as Islamic hotels, Shariah-compliant tourism, and halal travel have gained international prominence, with Malaysia consistently ranked at the top of the Global Muslim Travel Index. This positions the country as a potential global hub for halal tourism.To capitalize on this opportunity, the hospitality sector must align with halal standards and ensure facilities meet the expectations of Muslim travellers. Certifications such as the Muslim-Friendly Accommodation Recognition (MFAR) offer strategic advantages by enhancing destination appeal. However, the success of these initiatives depends not only on compliance but also on maintaining visitor satisfaction, destination image, and engagement through quality service and social media visibility. This study investigates the factors influencing tourists’ revisit intentions to Muslim-friendly hotels, focusing on social media influence, risk perception, satisfaction, and halal-compliant attributes. A quantitative approach was employed, with data collected from 202 respondents in the Klang Valley using non-probability convenience sampling. Multiple regression analysis was conducted to identify key predictors. The findings aim to guide the hospitality industry in enhancing infrastructure, marketing strategies, and overall readiness to serve the expanding Muslim travel market.

Muslim Friendly Tourism, Tourist satisfaction, Islamic hotels

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