ABSTRACT
The current general perception that Sharia-compliant hotels are only meant for Muslims should also be shifted. Even though Muslims are among the largest tourist markets in the world, perceived values of the Sharia-compliant hotel have not been clearly established. This study was measured using two methods. One method used 10 items of 5-point Likert of Sharia-compliant hotel benefit to profile the potential guest and measure literacy level using 15 true-false test questions. Scoring results of true-false test questions were then analyzed with confirmatory factor analysis to test construct validity. Scoring results of 5-point Likert of Sharia-compliant hotel benefit were then analyzed with K-Means clustering analysis used to classify potential guest of sharia-compliant hotels. The results show identifiable characteristics and behavior patterns of potential Sharia-compliant hotel guests. This kind of information can be used in developing effective promotional programs, the feasible marketing strategy, and business sustainability.
