Shariah-Compliant Attributes and Muslims’ Intention to Visit Non-Muslim Countries

This study examined the influence of Shariah-oriented attributes on Indonesian Muslims’ intention to visit Thailand, which is a non-Muslim country. This stimulus–organism–response (SOR) model was used to examine the relationships between Shariah-oriented tangible and intangible attributes (stimulus), perceived halal safety and Muslim trust (organism), and visit intention (response). The data from 387 Indonesian Muslim respondents were analyzed using partial least squares structural equation modelling combined with Importance–Performance Map Analysis (IPMA). The results supported six of seven hypotheses establishing that Shariah-oriented attributes significantly influenced perceived halal safety, Muslim trust, and visit intention. Notably, perceived halal safety showed a significant direct negative effect on visit intention (β = −0.108, p < 0.05); it did not significantly mediate the relationship between Shariah-oriented attributes and visit intention (β = −0.049, p = 0.059). Muslim trust demonstrates a strong positive mediating effect (β = 0.236, p < 0.001). The IPMA results revealed that Shariah-oriented tangible attributes demonstrated both high importance and excellent performance, while intangible attributes showed high importance but moderate performance, indicating a priority area for improvement. These findings highlight that Muslim trust and tangible Shariah-compliant attributes are crucial for attracting Muslim tourists to non-Muslim destinations, providing valuable insights for tourism stakeholders.