Muslim-Friendly Luxury Travel in Thailand: Redefining High-Value Tourism through Cultural Sensitivity and Service Innovation

Kittiya Keadplang

Authors

Kittiya Keadplang Faculty of Liberal Arts, Panyapiwat Institute of Management, Thailand

Keywords:

High-Value Tourism, Muslim-Friendly Travel (MFT), Luxury Tourism, Cultural Sensitivity, Service Innovation

Abstract

Abstract

As the global Muslim travel market is projected to exceed USD 225 billion by 2028, the intersection between faith-based needs and luxury tourism experiences is gaining scholarly attention. However, limited research explores how emerging destinations, such as Thailand, can design Muslim-friendly luxury travel experiences that appeal to high-value tourists seeking both religious alignment and premium comfort. This study addresses this gap by examining how cultural sensitivity and service innovation can reshape Thailand’s tourism offerings to attract affluent Muslim travelers. Using qualitative methods, including semi-structured interviews with Muslim tourists and luxury service providers, the research identifies critical elements in delivering high-value, culturally attuned travel experiences. Findings reveal that personalized halal-certified services, inclusive space design, staff cultural competency, and value-driven storytelling are key drivers of satisfaction and loyalty in this niche market. The study introduces an integrative framework that connects Islamic hospitality principles with luxury tourism strategies, offering a roadmap for tourism stakeholders in Southeast Asia to reposition their services. This paper contributes to the literature by introducing a novel conceptualization of “Muslim-Friendly Luxury,” which merges spiritual compatibility with experiential innovation, thereby redefining what high-value tourism means in a multicultural and globalized context.

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