GUIDELINES TO DEVELOP MARKETING STRATEGIES FOR MUSLIM TOURISTS FROM ASEAN COUNTRIES IN THE UPPER SOUTHERN REGION

Abstract

The purpose of this research is to study policies and directions of tourism promotion, tourists’ behavior, tourism pattern, tourism marketing factors, and marketing strategy development for Muslim tourists. This research employed qualitative research method using in-depth interview to collect the data. The results indicated that the government encouraged to formulate an action plan for the Muslim tourism promotion project. Muslim tourists’s behavior are to buy products, to eat Thai foods that are clean, hygienic and with Halal logo, to travel in places that are unique in Thailand, to be interested in studying the history of Thailand, and to travel agricultural tourism sightseeing the nature. The marketing strategies for tourists are: the tourism product aspect should include halal foods, beautiful and famous attractions, convenient transportation, worship place, Halal cultural tourism activities, and safety; the price should suitable for the product quality; the distribution channel should contact with tour agency; the promotion aspect should include website, Facebook, Wechat, and brochure; the personal aspect should include personnel development trainings; the physical environment should cover related facility improvement; and the service process should focus on making tourists feel comfortable and offer halal tourism for Muslim tourists.