The purpose of this study is to determine how halal friendly tourism and tourism safety effects on perceived destination quality and perceived destination quality effects on destination preference. The study involves moderating role of tourist satisfaction and integrate perceived destination quality and destination preferences. For purpose of data collection, a survey was completed by 377 tourists in Thailand. The results of structural equation modelling (SEM) highlighted that perceived destination quality is having favorable impacts on destination preferences. The outcomes additionally demonstrated a link between Halal friendly tourism, perceived destination quality, and destination preferences as well as the mediating effect of perceived destination quality between tourism safety and destination preferences. Moreover, the findings of this study revealed that tourist satisfaction has significant moderating effect between perceived destination quality and destination preferences This study offers vital information in several ways to management, practitioners, and policymakers. Staff employees should undergo training to enhance their skills and awareness of important services before interacting directly with tourists. A staff worker in a hotel, cafeteria, tour guide, or travel agency should be able to greet visitors, strike up a conversation with them, and provide services.