FACTOR AND BEHAVIOR ANALYSIS TOWARDS HALAL TOURISM OF FOREIGNER’S TOURISTS IN BANGKOK

Abstract

The objectives of this research was to study behavior of Halal Tourism of foreigner’s tourists in Bangkok and to analyze the factors influencing towards Halal Tourism of foreigner’s tourists in Bangkok. This is quantitative research. Data was collected by using questionnaire. The samples consisted of 400 Foreigner tourists who traveled to Halal Tourism in Bangkok. Data was statistical analyzed by using Frequency, Percentage, Mean, standard deviation and content analysis.  Finding factors was used the Exploratory Factor Analysis by using Principle Component Analysis Method and Orthogonal Rotation by Varimax Method.

The results indicated that most respondents were female, age between 21-24 years old, level of education were bachelor’s degree or equivalent, employee’s career and monthly income 20,001 – 30,000 baht. Behavior of foreigner tourists towards Halal Tourism in Bangkok were mostly purpose for leisure, traveled with friends and self-travel, duration of travel 4-6 days, time of travel were Saturday and Sunday, frequency of travel were 2 – 3 time per year, travel expenses were 20,000 - 30,000, source of information from friend and relatives, types of accommodation was hotel, interested in natural tourist attraction and revisit. For findings factors influencing towards Halal Tourism of foreigner tourists in Bangkok were 7 factors, comprised 1) service standard factor 2) friendly tourism business and services factor 3) product price and services factor
4) Halal tourism marketing factor 5) channel distribution factor 6) knowledge and environment factor and 7) welfare and Halal Regulation factor.