Marketing Mix and Behaviors That Influence the Thai – Muslim Tourists for Decision Making to Choose to Use the Services of Halal Restaurants in Phuket

Abstract

   This research paper aims 1) To study the behaviors of Thai –Muslim tourists in using Halal restaurants in Phuket in terms of service quality; 2) To study factors of marketing mix that Thai –Muslim tourists making decision to choose Halal restaurants in Phuket; and 3) To propose the guidelines to develop and to improve the Halal restaurants to conform the behaviors and factors of marketing mix of Thai-Muslim tourists to choose the services of Halal restaurants in Phuket.
   The results are: 1) The behavior of Thai - Muslim tourists from the sample group of 400 people, which choose the service of Halal restaurants in Phuket found that: 183 people (45.8%) of the sample choose to consume seafoods; 172 people (40.9) choose to consume foods; 195 people (48.8%) choose Halal restaurants by derived decision guide of family members; 222 people (55.5%) choose Halal restaurants along with family members; 287 people (71.7%) choose to consume during the time of 18.00-20.00; 262 people (65.5%) order 3-4 menus; 276 people (69%) spend 1-2 service hours; 149 people (37.2%) spend around 1,001-1,500 baht; 193 people (48.3%) choose Halal restaurants of internet and social network. 2) Factors of marketing mix for decision-making of Thai – Muslim tourists for choosing the services of Halal restaurants were restaurant personnel, restaurant physicals, pricing, place, processing, product and promotion respectively.
   The guidelines to develop and to improve Halal restaurants in Phuket in order to serve Thai-Muslim tourists should consist of 1) Personnel development, the staff should know about the Muslim religion principles and understand the cultures and Muslim lifestyles in order to create confidence on the products and services, along with politeness, courtesy, enthusiasm and the fast services. 2) Physical development such as room for worship of Allah’s kindness activity should be provided by separating females from males clearly; direction signs for religious activities should be available; toilets should be separated from the restaurant sanitarily with adequate cleaning system; the notice board for religious prohibitions should be provided; and especially the dogs and alcohol are not permitted in the Halal restaurants. 3) Pricing of products and services should be standardized and clearly displayed and the worthiness if comparing with products and services.