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The Effect of Muslim Tourist Behavior on the Potential ofHalal Tourism Destinations in the Songkhla Lake Area |
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| รหัสดีโอไอ | |
| Creator | Waraporn Suksanchananun |
| Title | The Effect of Muslim Tourist Behavior on the Potential ofHalal Tourism Destinations in the Songkhla Lake Area |
| Contributor | Gunyanuch Kittipongpittaya |
| Publisher | คณะมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชภัฏบุรีรัมย์ |
| Publication Year | 2568 |
| Journal Title | มนุษยสังคมสาร (มสส.) |
| Journal Vol. | 23 |
| Journal No. | 3 |
| Page no. | 1-16 |
| Keyword | behavior, potential, Halal tourism destinations, Songkhla lake |
| URL Website | https://so03.tci-thaijo.org/index.php/jhusoc/article/view/292378 |
| Website title | https://so03.tci-thaijo.org/index.php/jhusoc |
| ISSN | 2774-1451 |
| Abstract | This study investigated the effect of Muslim tourist behavior on the potential of halal tourism destinations in the Songkhla Lake area. A total of 400 Muslim tourists were surveyed using structured self-administered questionnaires. The data were collected through quota sampling combined with convenience sampling and were analyzed using multiple regression analysis at a significance level of α = 0.05. Six behavioral dimensions were examined: travel patterns (X1), accommodation preferences (X2), dining behavior (X3), tourism activities (X4), religious practices (X5), and spending behavior (X6). Together, they explained 29.9% of the variance in destination potential (R² = 0.299, SE = 0.26917). Religious practices (X5) emerged as the strongest predictor, followed by tourism activities (X4), dining behavior (X3), travel patterns (X1), accommodation preferences (X2), and spending behavior (X6). These results emphasized the role of religious observance in shaping halal tourism potential and highlighted the varying influence of other behavioral factors. The prediction equation was Y = 0.113X1 + 0.089X2 + 0.154X3 + 0.161X4 + 0.304X5 + 0.015X6, where Y represented the potential of halal tourism destinations. 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. |
