"Hat Yai Mutelu": Development Guidelines for Tourism Attractions Faith-Based Tourism in the Hat Yai City Municipality Area

Abstract

This research article examines Hat Yai City Municipality, a large-scale local administrative organization characterized by a dense population, high local revenue, and a major economic hub that attracts a substantial number of Malaysian tourists. The objectives of this study are threefold: 1) to investigate the current state of faith-based/spiritual belief tourism in the Thai context (Mutelu) tourism attractions within Hat Yai City Municipality; 2) to analyze tourist behavior regarding beliefs associated with these faith-based destinations; and 3) to propose guidelines for developing faith-based tourism attractions in the area. The study adopted a qualitative research design, using semi-structured interviews as the primary method of data collection. Key informants comprised four groups: spiritual leaders, representatives from relevant public and private sector agencies, tourists, and local community members. Field observations and documentary analysis were also conducted to triangulate the interview data and enrich the contextual interpretation of the findings. The findings reveal that there are 20 faith-based tourism attractions within Hat Yai City Municipality, with the top three most popular sites being Hat Yai Municipal Park, Shue Chang Temple, and the Mitraphap Samakhi Foundation (Thong Sia Siang Tung). Regarding tourist behavior, most visitors are Thai Chinese, alongside tourists from Malaysia, Singapore, and Mainland China. These visitors typically travel during long weekends to pay respect and seek blessings for career advancement, financial prosperity, and good fortune. To develop these sites, the study suggests transforming cultural and faith-based assets into local economic capital, while establishing a multicultural tourism identity that integrates Buddhist, Islamic, and Chinese beliefs. However, the researcher notes that past faith-based tourism promotions in Hat Yai District focused predominantly on commercialized rituals and relied heavily on external organizers, which failed to reflect the authentic landscape of local faith. The findings suggest that the development of faith-based tourism in Hat Yai should be grounded in local cultural capital, strengthened through community collaboration, and strategically supported by the creative management of Hat Yai Municipality.