The Effect of Muslim Tourist Behavior on the Potential of Halal Tourism Destinations in the Songkhla Lake Area
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This study investigated the relationship between Muslim tourist behavior and the potential of halal tourism destinations in the Songkhla Lake area. A convenience sample of 400 Muslim tourists was surveyed using structured self-administered questionnaires. Data were analyzed using multiple regression analysis at a significance level of α = 0.05. Six behavioral dimensions were examined: travel patterns, accommodation preferences, food habits, tourism activities, religious practices, and spending behavior. Together, they explained 29.9% of the variance in destination potential (R² = 0.299, SE = 0.26917). Religious practices emerged as the strongest predictor, followed by tourism activities, food habits, travel patterns, accommodation preferences, and spending behavior. These results emphasize the role of religious observance in shaping halal tourism potential and highlight the varying influence of other behavioral factors. The prediction equation is Y = 0.113X1 + 0.089X2 + 0.154X3 + 0.161X4 + 0.304X5 + 0.015X6. The findings provide useful insights for tourism planners and stakeholders in developing religiously-sensitive services and products tailored to Muslim tourists, enhancing the overall halal tourism experience in the culturally diverse Songkhla Lake region.
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