Halal Tourism in Thailand: An Integrated Marketing Communication (IMC) Perspective
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Abstract
Halal tourism in Thailand is a rapidly growing phenomenon, fueled by the global expansion of the halal industry. The country has positioned itself as a leading halal-friendly travel destination in Southeast Asia. To strengthen this position, marketing communication plays a crucial role in reaching the target market, particularly Muslim travelers, and attracting them to Thailand. This paper provides an overview of integrated marketing communication (IMC) in promoting halal tourism in Thailand. The study employed a qualitative research approach through descriptive analysis. The results indicated that a combination of marketing tools, such as advertising, public relations, digital and social media marketing, direct marketing, and sales promotions, enable entrepreneurs to effectively meet the specific needs of Muslim travelers. As a preferred destination for Muslim tourists, Thailand can leverage IMC to enhance and deliver value-driven tourism experiences, ensuring a cohesive and impactful approach to attract and satisfy Muslim travelers. This approach ensures customer satisfaction, creates lasting impressions, and fosters a strong desire for Muslim travelers to revisit halal-friendly attractions in the future.
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