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

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.