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This study aims to investigate the variables influencing halal entrepreneurial behavior among Thai small and medium-sized enterprise entrepreneurs in Phuket, promoting the region as a halal destination.

A quantitative, cross-sectional research design was used, involving a self-administered questionnaire to collect data from Muslim entrepreneurs between February 2024 and May 2024. Thus study achieved a high response rate of 94.37%, with 302 valid surveys analyzed out of 320 participants.

The structural model analysis revealed that local and country policies supporting entrepreneurship did not significantly impact halal entrepreneurial intentions or behaviors. However, entrepreneurial self-efficacy showed a significant positive effect on halal entrepreneurial intentions but not on behaviors. Halal knowledge significantly influenced both halal entrepreneurial intentions and behaviors. In addition, halal entrepreneurial intentions significantly positively impact halal entrepreneurial behaviors. These findings highlight the crucial role of self-efficacy and knowledge in fostering halal entrepreneurship in Phuket, suggesting targeted support to promote the region as a halal destination.

This study provides valuable insights into the factors influencing halal entrepreneurial behavior in Phuket, a region with the potential to become a prominent halal destination. The research suggests targeted support strategies to foster halal entrepreneurship by highlighting the roles of self-efficacy and halal knowledge. The findings contribute to the existing literature by elucidating the nonsignificant impact of policies while reinforcing the significance of personal and knowledge-based factors in entrepreneurial success within the halal context.