Factors Affecting Purchase Intention of Thai Halal Restaurants of Foreign Consumers
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Abstract
The objectives of this research report were to analyze the path analysis of the factors affecting to the purchasing intention to Thai halal restaurants of the foreign tourists. This research was a quantitative research. Questionnaires were collected to 315 foreign tourists by accidental sampling. The statistics used for data analysis were frequency, percentage, average, standard deviation, and path analysis. The results showed that the brand equity (BE) was directly influenced by service quality (SQ) country of origin of Products (COO) and Integrated Marketing Communications (IMC), respectively. The purchase intention (PI) was directly influenced by BE, COO, SQ and IMC, respectively. The results of this research will be useful to all stakeholders in the field of Halal tourism. Thai Halal restaurants can be utilized for commercial benefits. In addition, government and private agencies related to the restaurant industry and SMEs can be used for policy making and supporting to Thai Halal restaurant business in order to create the attractiveness of being the Halal tourism center in Thailand.
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