Exploring the spiritual and experiential dimensions of Sharia-compliant hotels in Indonesian halal tourism: A netnographic analysis of TripAdvisor reviews

Sharia-compliant hotels constitute a pivotal element of Indonesia's burgeoning halal tourism sector. This research employs a netnographic methodology, employing TripAdvisor reviews, to elucidate the spiritual encounters and divergent assessments encountered by visitors to these Sharia hotels. The escalating demand for accommodations adhering to Sharia principles has driven exceptional industry expansion. Nevertheless, there is a noticeable paucity of scholarly investigations into the religious experiences of patrons frequenting such establishments. This netnographic investigation endeavors to discern and provide qualitative insights into the dichotomy of positive and negative reviews, alongside the spiritual dimensions encountered by guests at Sharia hotels within Indonesia. Analyzing a dataset comprising 427 reviews spanning nine Sharia hotels through grounded theory, our findings reveal that 24.35% of patrons perceive these establishments as meticulously designed with subtle religious nuances and Middle Eastern themes. Furthermore, 25.61% of positive reviews accentuate attributes such as cleanliness, orderliness, and comfort, whereas 53.70% of negative reviews underscore deficiencies in facilities. This study acknowledges its limitation concerning the number of Sharia hotels meeting the specified research criteria. Nevertheless, its findings hold considerable significance as a foundation for service enhancements, and it calls for further research elucidating advanced marketing strategies tailored to address guest feedback concerning Islamic hotels.