The Service Strategies of Shariah-Compliant Hotel in Hat Yai District, Songkhla Province
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The purpose of this study was to study the characteristics of shariah-compliant hotel and the service strategies of shariah-compliant hotel in Hat Yai District, Songkhla Province. The study was conducted using qualitative research. Data was collected by interviewing hotel business entrepreneurs and Islamic leaders. The results of the study revealed that hotel services according to Shariah principles in Hat Yai District, Songkhla Province can be classified into 2 types, namely 1) partially shariah-compliant hotel and 2) fully shariah-compliant hotel. Entrepreneurs employ unique service differentiation strategies and create shariah hospitality awareness by naming hotels in muslim names and using halal kitchen certification standards to make their customers trust. In terms of public relations strategies, entrepreneurs use advertising channels through social media such as Facebook, Line and and word-of-mouth referrals of customers. The study of effect of shariah-based services on hotel business operations in Hat Yai District, Songkhla Province found that shariah-based services had a beneficial effect on the business, causing more muslim customers to use the service and have increased income, especially the revenue from the seminar. However, Shariah hotel services do not affect hotel room rates. Room rates are in accordance with 1-5 star hotel tourism accommodation standards. This is because hotels according to shariah principles are classified as alternative hotels which the customer will decide to choose to stay for the comfort of the service received that is in accordance with the religious principles. The problem that hotels encountered in providing shariah services was some customers did not understand that some services are not available in Shariah-compliant hotels.
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