Faith-Based Service Needs: An Implication to Developing Halal Friendly Tourism in Thailand.

Halal tourism is a fast-growing trend that has attracted attention from both Muslim and non-Muslim travellers. As an inclusive tourism product, Halal tourism is viewed as niche tourism that prioritises Halal activities. To provide a better understanding of Muslim friendly tourism, this study explores in-depth what constitutes services using the Faith-Based Service Needs model. A qualitative approach was employed to interview 40 Thai Muslim travellers who have experience travelling to non-Muslim destinations. NVivo 14 was used to analyse data. Findings revealed the needs of Thai Muslim travellers are slightly different from the needs captured in the Global Muslim Travel Index. Particularly, need to have service needs comprising of Halal food, prayer facilities, and no Islamophobia; good to have service needs comprising water-friendly washrooms, Ramadhan services, and local Muslim experiences; and nice to have service needs consisting of recreational facilities and services, no non-Halal activities, and social causes. Findings provide implications for Muslim friendly service including the fundamental aspects to be focused on as well as additional values which will increase competitive advantages for non-Muslim destinations.