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Article

The needs of Muslim hotel customers: evidence from Russian guests

Journal of Islamic Marketing. 2020. Vol. ahead-of-print. No. ahead-of-print.
Shnyrkova A., Predvoditeleva M.

Purpose – The purpose of this study is to identify hotel halal attributes demanded by the Russian customers. Following this, the study aims to investigate whether gender and types of travelers influence the demand for hotel halal attributes.

Design/methodology/approach – Semi-structured interviews were conducted to localize the list of hotel halal attributes for the Russian business context. A self-administrated online questionnaire was designed, distributed and collected from 191 Russian customers, who have experience of staying at halal hotels in the last 12 months. Data analysis includes t-test and analysis of variance (ANOVA).

Findings – The study revealed a list of halal attributes demanded by Russian hotel guests. Also, the findings indicate the list of the attributes demonstrated the differences in the demanded attributes between gender and types of travelers

Research limitations/implications – The study is limited to a leisure tourists’ sample. Also, the study limited to the majority of the respondents having university degrees.

Practical implications - The study provides a clear understanding of the hotel halal attributes demanded by Russian Muslims that can help hotel managers to tailor their hotel services to the needs of this group meeting, at the same time, the requirements of guests of different nationalities and religions.

Originality/value - This research contributes to tourism and hospitality management and consumer behavior literature, primarily, as this is the first research yielding insights on a new demographic within for the form of academic literature customers’ segment: Russian Muslim tourists

Paper type – Research paper