Factors Influencing the Intention to Visit Thailand of Muslim Middle Eastern Tourists
Keywords:
Islamic Destination Attributes, Religiosity, Attitude towards Destination, Intention to Visit Thailand, Middle Eastern Muslim TouristsAbstract
    This research aims to investigate the factors influencing the intention to visit Thailand among Muslim tourists from the Gulf Cooperation Council (GCC) countries, namely Saudi Arabia, the United Arab Emirates, Qatar, Kuwait, Oman, and Bahrain. The study focuses on four variables: Islamic Destination Attributes, Religiosity, Attitude towards Destination, and Intention to Visit. In addition, it seeks to develop a structural equation model (SEM) to explain the causal relationships among these variables.
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    This quantitative research employed a sample of 400 Muslim tourists from the six GCC countries who had visited Thailand within three months prior to completing the questionnaire. Data were analyzed using descriptive statistics and structural equation modeling. The findings revealed that the variables of Religiosity (ðĨĖ = 3.62), Attitude (ðĨĖ = 3.81), and Intention to Visit (ðĨĖ = 3.55) were at a high level, while Islamic Destination Attributes (ðĨĖ = 3.11) were at a moderate level. The developed model demonstrated a good fit with the empirical data (ÏÂē = 173.153, df = 86, p < 0.001, ÏÂē/df = 2.013, GFI = 0.951, RMSEA = 0.050, CFI = 0.983). The results indicated that Islamic Destination Attributes and Religiosity had direct effects on Attitude and Intention to Visit, while Attitude also had a direct effect on Intention to Visit Thailand. The model was able to predict Attitude by 37% and Intention to Visit by 39%. The study highlights that Thailand should enhance the design of services and facilities that cater specifically to Muslim tourists in order to foster greater confidence and a sense of Muslim-friendly hospitality. Such improvements would positively influence travel intentions and encourage repeat visits from Middle Eastern tourists, thereby contributing to the sustainable growth of Thailandâs halal tourism industry.
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