Exploring Muslim Tourists' Expectations and Behaviors towards Muslim Tourism Destinations in NakhonSiThammarat

Main Article Content

Buppachat Taengkliang
Nutworadee Kanittinsuttitong
Sittichai Nuansate

Abstract

This research explores the motivations and behaviors of Muslim tourists visiting Nakhon Si Thammarat Province, aiming to develop tourism strategies aligned with Islamic principles and lifestyles. Employing a mixed-method approach, qualitative data were gathered through in-depth interviews with five stakeholders in Muslim tourism, while quantitative data were collected via questionnaires from 400 Muslim tourists. The research results found that the motivations for Muslim tourists to travel were to experience nature and build family relationships. Attractive factors encompassed Halal-certified restaurants, culturally sensitive tourism personnel, and accommodations near mosques with prayer rooms and halal food options. A popular itinerary involved a two-day, one-night trip encompassing Wat Phra Mahathat Woramahawihan, Hua Thale Mosque, and Khiriwong Village, with activities focused on cultural exploration, nature appreciation, and Islamically-compliant experiences. The study recommends policy adjustments for tourism agencies and businesses, emphasizing improvements in Halal standards, provision of prayer facilities, culturally sensitive personnel training, and the promotion of itineraries respecting Muslim lifestyles to enhance the sustainability and capacity of the tourism industry.

Article Details

How to Cite
Taengkliang, B., Kanittinsuttitong, N. ., & Nuansate, S. . (2024). Exploring Muslim Tourists’ Expectations and Behaviors towards Muslim Tourism Destinations in NakhonSiThammarat. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 44(4), 136–159. retrieved from https://so06.tci-thaijo.org/index.php/utccjournalhs/article/view/276149
Section
Research Articles

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