Analysis of Sharia Hotel Business Development Strategy in Indonesia

The Sharia hotel business in Indonesia has a large potential to maintain social capital and various other positive impacts on the economy. The potential of this Sharia hotel is supported by the interest of the community who need Sharia-based hotel services. However, the fact is that the development of Sharia hotels in getting customers is still far compared to conventional hotels because of their wider marketing networks. This study investigates strategies that can be carried out by Sharia hotels to improve their business performance. Specifically, the literature study used focuses on the factors that influence customer decisions to Sharia hotels. The findings revealed that four factors including brand image, halal awareness, promotion management, and Sharia compliance were found in many existing works of literature to influence the decision-making of visitors to use Sharia Hotels. This means that these factors can support the development of sharia hotels in the future. It is very important to build a strategic model for developing Sharia hotels based on the company's external and internal environment. Brand image and halal awareness as external factors make the customer experience more meaningful and attract more new customers. Meanwhile, promotion management in building relationships with customers and Sharia compliance as internal factors can support better corporate governance so that it can compete with conventional hotels.