Moh Farih Fahmi, Moch Khoirul Anwar, Sri Abidah Suryaningsih, A'Rasy Fahrullah, Rofiq Guntur Wicaksono, Muammar Zainul Arif, Rahmad Syaifudin, Binti Mutafarida
The halal tourism sector in Indonesia has experienced rapid growth, with Sharia hotels playing a crucial role by providing facilities in line with Islamic principles. One key component of halal tourism is Sharia hotels, which operate on the basis of Sharia principles in their management and services. The growth of Sharia hotels in Indonesia has been remarkable, with a 500% increase in the number of Sharia-compliant hotels by 2023. This rapid development reflects a growing awareness among consumers who seek accommodations that are not only safe and comfortable but also provide facilities for worship and adherence to Islamic principles. However, there is no clear standard defining full Sharia compliance for hotels, and despite Indonesia’s majority Muslim population, Sharia hotels are not always the top choice for staycations. Research on how Muslim consumer preferences shape hotel selection is still limited. While many hotels claim Sharia compliance, empirical validation remains scarce. This study examines the influence of digital marketing, Sharia compliance, and electronic word-of-mouth (E-WOM) on Generation Z’s intention to stay at Sharia hotels. Using a quantitative approach, data from 251 Gen Z respondents across Indonesia were analysed with Structural Equation Modelling-Partial Least Squares (SEM-PLS). Findings reveal that digital marketing does not significantly impact Gen Z’s stay intention. In contrast, Sharia compliance positively affects their interest, underscoring the role of religious compatibility. E-WOM also significantly influences Gen Z’s preferences, highlighting the value of peer recommendations and online reviews. The results suggest that while Gen Z does not often choose Sharia hotels for staycations, compliance and E-WOM are key drivers. Hotels should strengthen these aspects rather than rely solely on digital marketing. © 2026, Malque Publishing. All rights reserved.
Department of Master Islamic Economy and Halal Industry, Universitas Negeri Surabaya, Surabaya, Indonesia; Department of Islamic Economics, Universitas Negeri Surabaya, Surabaya, Indonesia; Department of Teknik Otomotif, Universitas Negeri Surabaya, Surabaya, Indonesia; Department of Teknik Elektro, Universitas Tulungagung, Tulungagung, Indonesia; Universitas Islam Negeri Syaikh Wasil Kediri, Kediri, Indonesia
