Malaysia–Uzbekistan Collaboration in Muslim-Friendly Tourism: An Empirical PLS-SEM Analysis

This study examines the role of Muslim-Friendly Tourism and Hospitality (MFTH) in fostering bilateral cooperation between Malaysia and Uzbekistan. Drawing upon service quality theory and cultural affinity frameworks, the study develops and empirically tests a structural model linking destination attributes—globalization, professionalism, rationality, and morality—to tourist satisfaction and behavioral intention. Data were collected from 312 Malaysian tourists who had recently visited Uzbekistan and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that performance-related factors significantly influence tourist satisfaction, which in turn strongly predicts behavioral intention. These results contribute to the theoretical advancement of Islamic tourism literature and offer practical implications for policymakers aiming to position Uzbekistan as a competitive Muslim-friendly destination.