Muslim Tourists’ Expectations toward Halal Tourism in Songkhla Province, Thailand

Abstract

This study aimed to explore a level of Muslim tourists’ expectation toward the Halal tourism of Songkhla province, Thailand. As a quantitative research methodology, a set of five-ratingscale questionnaires was used for data collection administered with 404 Muslim tourists visiting Songkhla province, Thailand. The results of the study revealed that variables of the respondents’ expectation based on the 5As of tourism industry components included: 1) attractions which was found at a high level of expectation ( = 3.69); 2) accessibilities which was found at a high level of expectation ( = 3.76); 3) amenities which was found at a high level of expectation ( = 3.76); 4) accommodations which was found at a high level of expectation ( = 3.77); and 5) activities which was found at a high level of expectation ( = 3.77). Also, the Halal tourism management with emphasis on the Islamic religious provisions showed that the Muslim tourists’ expectation on tourism industry with 5As was found at a high level in terms of their Halal gastronomy service management, and followed by their management of Muslim religious practices. Therefore, the research findings on the development for effective tourism hospitality management leading to the values of required Halal tourism in Songkhla province, Thailand could be all implicated for other different governmental and private organizations, as well as tourism-related business entrepreneurs.