Strengthening Halal Awareness Among Muslim Smes: A Community Service Program in Thailand’s Tourism Sector

Abstract

The development of Muslim-friendly tourism has become a strategic opportunity in the global tourism industry, including in non-Muslim majority countries such as Thailand. However, the readiness of small and medium enterprises (SMEs), particularly in terms of halal awareness and halal labeling practices, remains limited. This community service program aimed to enhance halal awareness and improve SMEs’ ability to implement halal labeling in their products. The program was conducted among Muslim SMEs located at Masjid Prasert Islam using a participatory, capacity-building approach. The methods included needs assessment, training sessions, hands-on practice, and evaluation. The results indicated an improvement in participants’ understanding of halal concepts, increased awareness of the importance of halal labeling, and the ability to create simple halal labels for their products. In addition, there was a shift in participants’ mindset from a traditional orientation toward a more market-oriented approach, particularly in responding to the needs of Muslim tourists from Indonesia and Malaysia. This program demonstrates that simple, community-based interventions can enhance SME competitiveness and support the development of Muslim-friendly tourism in Thailand.