Developing Thailand as a creative tourism hub for Muslim tourists in ASEAN: case study Phuket Province

Abstract

             The study of the developing Thailand to be creative tourism hub for Muslim tourists in ASEAN: case study Phuket Province aims to 1) study the difference between the Muslim tourists’ expectation and perception; 2) study ASEAN Muslim tourists’ behavior who travel to Phuket Province of Thailand; 3) examine the destination loyalty factors toward creative tourism activity for Muslim tourists; 4) investigate attributes of Muslim tourist towards destination loyalty; 5) explore potential of Thailand to be Muslim hub especially for creative tourism destination in ASEAN; 6) provide the suggestion for developing Thailand to be Muslim hub for creative tourism destination in ASEAN. This study employed mixed method approach. The survey was the technique used in quantitative study, 400 questionnaires were collected from the ASEAN Muslim tourists. The qualitative approach was carried out using an interview of 10 representatives from related Muslim tourists businesses both from private and government organizations.

                 The results of the quantitative study found out that the majority of Muslim tourist in ASEAN were male, who aged between 21-35 years old and hold at least undergraduate degree. The main occupation of the respondents were businessman with the salary between 1,001 - 3,000 US$.  Most of the respondents were the first time traveler and stay in Thailand less than 7 days with the travelling budget below 5,000$. The main purpose of visiting Thailand was for holiday and majority of the participants traveled with family. The main accommodation of the respondents was the standard hotel and most favorite season to visit Thailand was winter (October-January). Most of the respondents tended not to extend their stay.

                   The level of the tourist perception and the tourist attraction of Phuket as a tourist destination were ranked as excellence which means they know about tourism in Phuket. The analysis of the level of the creative tourism perception of the Muslim tourist has revealed that Halal food and drink, Muslim friendly accommodation, Muslim friendly and Muslim culture tourist activity, tourism product and facility for Muslim and the Muslim focus marketing were rated to be very good during their stay in Phuket which refer to the importance of Muslim friendly facilities. The result of the acceptance of the creative tourism of the Muslim tourists was very high. Also the Muslim tourists were satisfied for the overall destination and the intention to recommend the destination. The study also revealed that the respondents were highly agreed to revisit the destination.

                 The results of the qualitative study discovered that creative tourism destination in Phuket were filled of the outstanding of art and cultural attraction in the beautiful natural environment. The destination provide the tourists with the variety local way of life and the local wisdom. However, there were also some problems that during the analysis of the qualitative data which was the need of transportation improvement for the tourists to arrive to the destination conveniently, fast and safe.  The finding of the study would suggest the related government organization and also private one to help in promoting of the destination where Muslim creative tourism activities were held as well as to support the engagement of the business and local community in the area especially the understanding of the idea of creative tourism in order to attract the tourists to the destination and create the memorable travel experience for the loyalty purpose. Last but not least, the knowledge of the Muslim beliefs and practice in order to welcome those potential Muslim tourists.