Strategies for Promoting Multicultural Religious Tourism Through Prayer Rituals in Hat Yai District, Songkhla Province

Abstract

This research aims to study the behavior and motivation of tourists engaging in religious tourism in Hat Yai District and explore approaches to promoting multicultural religious tourism in Hat Yai District. The research employed questionnaires as a data collection tool, distributed to 400 tourists visiting religious sites in Hat Yai District, using accidental sampling. The statistical methods used for data analysis included frequency, percentage, mean and standard deviation. The research findings revealed that most respondents traveled during public holidays or festivals, with the second visit being the most frequent. They usually traveled with their family, using private cars as transportation, and their main purpose was to pray and make wishes to sacred beings. Most respondents spent less than 500 baht on each trip and received tourism information primarily from Facebook. The motivation for engaging in multicultural religious tourism in Hat Yai District, particularly for praying and making wishes, was generally at a high level. These motivations included religious, emotional, and physical factors, while interpersonal motivation was found to be at a moderate level. The study results led to recommendations in three areas: physical improvements, tourism route improvements, and digital media promotion.