Perspectives of Both Muslims and Non-Muslims Foreign Tourists and Thai Halal Restaurant Entrepreneur towards Integrated Marketing Communication and Service Quality Leading to Selection Intention of Thai Halal Restaurants
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Abstract
The objective of this study was to study perspectives of both Muslims and non-Muslims foreign tourists and Thai halal restaurant entrepreneur towards integrated marketing communication and service quality leading to selection intention of Thai halal restaurants.This research was qualitative research by using in-depth interviews with 4 Thai halal restaurant entrepreneurs by using a purposive sampling method, and 4 Muslim foreign tourists and 4 non-Muslim foreign tourists were randomly sampled, in total of 12 interviewees. The results showed that Thai halal restaurant entrepreneurs, Muslim foreign tourists, and non-Muslim foreign tourists commented that both Muslim and non-Muslim foreign tourists did not think that integrated marketing communication affecting their intention to use Thai halal restaurants. It was just something that encourages them to pay more for more services. For the service quality factor, Thai halal restaurant entrepreneurs, Muslim foreign tourists, and non-Muslim foreign tourists thought that both Muslim and non-Muslim foreign tourists prioritizing staff service and understanding will be the most important aspect of their purchase intention.
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