DOMESTIC TOURISTS’ BEHAVIOUR ON ISLAMIC TOURISM IN KOTA BHARU MALAYSIA

Abstract: Islamic tourism, also known as halal tourism, is an emerging trend in the industry that is growing in popularity among travelers who seek to experience the benefits of travel while being mindful of their religious obligations. On the other hand, Islamic Tourism is an industry that generates billions of dollars in economic impact and creates thousands of jobs worldwide. The purpose of this research is to analyze the relationship between tourists’ behavior and Islamic Tourism in Kota Bharu. A sequential explanatory mixed method was carried out, with a total of 400 domestic tourists participating in the questionnaire survey and six Subject Matter Experts (SME) participating in the structured interview. The data were analyzed using the Relative Importance Index (RII) and content analysis. The findings show that the majority of the respondents were satisfied and agreed with the indicators and components of Islamic Tourism in Kota Bharu. The results of this research are beneficial to the tourism stakeholders in Kota Bharu for better Islamic Tourism, as it can help to increase tourist arrivals to the city. Moreover, this research is also expected to contribute as a basis for Islamic Tourism in other Islamic cities around the world. Keywords: Islamic Tourism; Tourist Behaviour; Kota Bharu; Halal Tourism