Strategies for Halal Health Tourism Ecosystem business development in Thailand for Gulf Cooperation Council tourists

Abstract

PURPOSES:  To study development strategies for Thailand’s Halal Health Tourism Eco system business, analyze behavior and factors influencing choice of Thailand, and provide guidelines for integrated strategic approaches for Halal Health Tourism Ecosystem business development of Thailand among Gulf Cooperation Council tourists.  METHODS: A qualitative methodology was employed, utilizing in-depth interviews with key stakeholders, including healthcare providers, policymakers, and tour operators from public and private sectors. Data collected involved documentary data and a review of related literature, followed by content and comparative analysis of data from the in-depth interviews. RESULTS: Main strategies should focuse on restructuring, linguistic and cultural personnel development, and proactive marketing. Gulf Cooperation Council (GCC) tourists prioritized religious compliance alongside wellness promotion. Key decision-making factors included services adhering to Islamic principles, post-pandemic safety and hygiene, international medical standards, and effective communication in Arabic and English. THEORY/POLICY IMPLICATIONS: Four strategic pillars consist of restructuring services for halal integration, enhancing advanced medical care combined with wellness services, leveraging digital technology to build trust and facilitate services, and fostering inter-agency collaboration. Furthermore, the policies emphasize the necessity of developing Thailand Halal Health Tourism Ecosystem that integrates medicine, tourism, culture, and religion. By implementing these strategies and maintaining cooperation between government, private, and religious sectors, Thailand can sustain its position as a global leader and a hub for halal health tourism.