Symbolize “Halal” Leads Sustainable Tourism Practices: Thailand Perspectives

Abstract

Thailand is the most reliable and tourism friendly nation acknowledged one of the best tourist destinations in the world. The Ministry of Tourism and Sports, Thailand (2017) states that tourism provides on an average 15% on the economy of national gross domestic product (GDP), accounted for 17% in 2015. Thailand tourism also played a role in promoting and marketing of Halal products at domestic and international levels. According to World Economic Forum’s (2012), Thailand is prominently holding best tourism destination position providing food for all respected tourists and known as “kitchen of the world” signifies that agriculture contributes 10% of GDP. Record shows that tourism, service, and product, food-culture-truest, travel-peace-smile-hospitality, and friendship-cooperation are very significant to Thai-government. Symbolize “Halal” in tourism and food exports lead to sustainable economy is as key factors of sufficiency economy philosophy. This paper is exploring “Halal” initiatives of Thailand in policy, process, and implementation pathway through secondary sources of data. The analysis depicted that there are great potential to promote untapped niche market valuing religious and cultural beliefs of tourist, Halal consumers and satisfied travelers in Thailand. Thus, it will significantly contribute toward Muslim hospitality at many tourism destinations in Thailand, which could lead to its sustainable Halal tourism practice.

Keywords: Halal; Tourism; Marketing; Sustainability; Consumers

Australian Academy of Business and Economics Review, vol 5, issue 1, January 2019, pp 22-54