Understanding Behavior and Needs of Halal Tourism in Andaman Gulf of Thailand: A Case of Asian Muslim

Abstract

It is recognized that tourism industry is playing a vital role in contributing to economic development and sustaining employment, in both advanced and developing economies. Thus, various strategies have been launched to increase competitiveness of tourism industry. Attract a new market segment is one among other strategies for tourism business. Muslim tourist is the large niche market for tourism industry. Thus, the knowledge about Muslim tourist’ behavior and needs are highly needed for tourism business sectors to develop, promote and sell tourism products that suit to the unique needs of this new market. Therefore, this study examines the Asian Muslim tourist’s behavior and needs at Andaman Gulf of Thailand. A convenience sampling technique is utilized. Face-to-face interviews by using structured questionnaire are employed to elicit responses from 280 Asian Muslim tourist of Andaman Gulf, Thailand. The findings of this research reveal that seeing and experiencing a foreign destination is the main reason for visiting Andaman Gulf of Thailand. Internet is the major source of tourism information. The most popular theme of trip is Sun and Sea. Majority of tourist hired a car and travel with family. They demonstrated high needs towards the placement of Qibla stickers/ direction towards Makkah city in hotel room, availability of Halal sigh at Halal restaurant, and availability of Mosque. Thus, the results from this study provide useful information for policy makers and business mangers in formulating the strategy and program to enhance Halal tourism potential in Andaman Gulf of Thailand.