Main Article Content
Muslim tourists are one of the world’s fastest growing travel market segments, yet still relatively untapped. The huge potentials of Muslim travel market therefore should not be overlooked by destination marketers and tourism operators in Thailand. Since most Muslim tourists seek for the destinations where tourism products and services satisfy their faith-based needs, the country is to improve national capability to meet the needs by gearing toward a popular Muslim-friendly destination. In addition, because Thailand is a predominant Buddhist country with a sizable Muslim minority, some Thais may not have a full understanding of halal tourism. For these reasons, the article aims to provide concept and dynamics of halal tourism with a particular focus on policy and potential of Thailand in accommodating halal tourism market. The article finally points out that despite lots of strengths, Thailand needs improvement in some aspects to strengthen its potential in the global halal tourism industry.
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