Integrating Sustainability and Cultural Sensitivity: Clustering Muslim Tourist Lifestyles in the Andaman Coastal Cluster, Thailand

Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Thanapa Chouykaew, Hussen Niyomdecha (), Suchart Chansamran and Yu He
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Siwarit Pongsakornrungsilp: Department of Digital Marketing, School of Management, Center of Excellence for Tourism Business Management and Creative Economy, Walailak University, Nakhon Si Thammarat 80160, Thailand
Pimlapas Pongsakornrungsilp: Department of Tourism and ProChef, School of Management, Center of Excellence for Tourism Business Management and Creative Economy, Walailak University, Nakhon Si Thammarat 80160, Thailand
Thanapa Chouykaew: Department of Tourism and ProChef, School of Management, Center of Excellence for Tourism Business Management and Creative Economy, Walailak University, Nakhon Si Thammarat 80160, Thailand
Hussen Niyomdecha: Department of Logistic Management, School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand
Suchart Chansamran: School of Accountancy and Finance, Walailak University, Nakhon Si Thammarat 80160, Thailand
Yu He: School of Foreign Languages, Guangzhou Xinhua University, Guangzhou 510520, China

Sustainability, 2024, vol. 16, issue 21, 1-15

Abstract: This study explores the integration of sustainability and cultural sensitivity in clustering Muslim tourist lifestyles in the Andaman coastal region. The Muslim tourist demographic, representing a significant portion of the global population, prioritizes halal standards and Islamic attributes in their travel experiences. This research investigates the lifestyle patterns of Muslim tourists and their alignment with sustainable tourism principles, particularly in Thailand’s Andaman coastal area, known for its marine and beach tourism. A multi-method approach was employed, utilizing the AIO (Activities, Interests, and Opinions) framework for quantitative data collection through the surveys of 836 Muslim tourists, and qualitative insights from in-depth interviews and focus group discussions with local stakeholders. The study identified key lifestyle clusters: Mainstream Travelers, Experience Seekers, and Chillouts, each with specific preferences for halal services, prayer facilities, and eco-friendly accommodations. The findings underscore the importance of a tailored approach in promoting sustainable tourism that respects cultural values. Recommendations include enhancing halal-certified services, improving infrastructure for religious practices, and promoting eco-friendly tourism options. By aligning sustainability with cultural sensitivity, the Andaman coastal region can attract more Muslim tourists while preserving its environmental and cultural heritage. This research contributes to the broader discourse on sustainable tourism by emphasizing cultural sensitivity and provides practical guidelines for tourism stakeholders in the Andaman region to develop inclusive and sustainable tourism strategies.

Keywords: Muslim tourism; tourist behavior; lifestyle segmentation; sustainable tourism; halal tourism; travel behavior; factor analysis; Islamic attributes; Thailand; Andaman coast (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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