EXPLORING THE ROLE OF SOCIAL MEDIA, HALAL FOOD AND HALAL FRIENDLY TOURISM DESTINATION IN HALAL TOURISM DEVELOPMENT: EMPIRICAL EVIDENCE FROM THAILAND

Muhammad Shahid Khan

ABSTRACT:

The halal business is thought to be worth $2.1 trillion annually, making it one of the fastest expanding in recent years. When it comes to outbound and foreign travel in 2015, Muslim clients are among the top spenders, according to a MasterCard-Crescent rating survey. Similarly, Arab nations (such as Saudi Arabia) were cited by Olya and Gavilyan (2017) as being among the top source markets for high international tourism expenditure. Global interest in expanding the halal sector has recently increased. Through the efforts of several academics and business decision-makers, the knowledge and relevance of this market have grown in recent years. This research aims to explore the role of social media, halal food, halal friendly tourism destination in halal tourism development. This study will be conducted Thailand. Mixed research approach will be adopted in this study, first qualitative data will be collected, and data will be analyzed with the help of NVivo software, in second stage the quantitative research technique will be used. A triangulation approach will be used to compare the findings of both methods to originate precise results.

KEYWORDS: Social Media, Knowledge Management, Health and Safety Awareness, Environmental Protection, Destination Awareness, Thailand.

DOI: 10.62788/g1H8v2K5mY

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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