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Faith-Based Service Needs: An Implication to Developing Halal Friendly Tourism in Thailand

Author

Listed:
  • Rasmee Islam

    (Graduate School of Tourism Management, National Institute of Development Administration, Thailand.)

  • Ann Suwaree Ashton

    (Graduate School of Tourism Management, National Institute of Development Administration, Thailand.)

Abstract

Halal tourism is a fast-growing trend that has attracted attention from both Muslim and non-Muslim travellers. As an inclusive tourism product, Halal tourism is viewed as niche tourism that prioritises Halal activities. To provide a better understanding of Muslim friendly tourism, this study explores in-depth what constitutes services using the Faith-Based Service Needs model. A qualitative approach was employed to interview 40 Thai Muslim travellers who have experience travelling to non-Muslim destinations. NVivo 14 was used to analyse data. Findings revealed the needs of Thai Muslim travellers are slightly different from the needs captured in the Global Muslim Travel Index. Particularly, need to have service needs comprising of Halal food, prayer facilities, and no Islamophobia; good to have service needs comprising water-friendly washrooms, Ramadhan services, and local Muslim experiences; and nice to have service needs consisting of recreational facilities and services, no non-Halal activities, and social causes. Findings provide implications for Muslim friendly service including the fundamental aspects to be focused on as well as additional values which will increase competitive advantages for non-Muslim destinations.

Suggested Citation

  • Rasmee Islam & Ann Suwaree Ashton, 2024. "Faith-Based Service Needs: An Implication to Developing Halal Friendly Tourism in Thailand," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 1731-1747, August.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:1731-1747
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    References listed on IDEAS

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    3. Izberk-Bilgin, Elif & Nakata, Cheryl C., 2016. "A new look at faith-based marketing: The global halal market," Business Horizons, Elsevier, vol. 59(3), pages 285-292.
    4. Olya, Hossein G.T. & Al-ansi, Amr, 2018. "Risk assessment of halal products and services: Implication for tourism industry," Tourism Management, Elsevier, vol. 65(C), pages 279-291.
    5. Mohd Hafiz Hanafiah & Mohmed Razip Hasan & Ahmad Puad Mat Som, 2022. "Managing Modern Muslim Travellers: Emerging Trends and Issues for Islamic Tourism Destinations," Tourism and Hospitality, MDPI, vol. 3(4), pages 1-11, December.
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