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.

This study analyzes transformative collaborative learning as a management innovation in a community-based service ecosystem in Phrom Kiri, Thailand. Leveraging Transformative Learning Theory and Service-Dominant Logic, the study employs qualitative participatory methods (i.e., multi-stakeholder workshops, focus groups, and field observations) to document the dynamic processes through which learning, interactions, and institutional changes evolve. These findings demonstrate how collectively informed strategies for sustainability challenges engendered collective learning processes that led to an alteration of actors’ assumptions, mobilization of shared understanding, and facilitated new governance practices driven by multi-dimensional value drives in response to accumulating disconnects. These reflect the rise of participatory governance mechanisms, the intermediation between actors to create synergies, and the anchoring of institutional frameworks into local contexts to allow for value generation both in economic terms and social ones. Our case study shows that transformative learning can be more than just a cognitive change, also enabling community-level management innovations. It finds that sustainable development of local service ecosystems relies on the formation, institutionalization, and promotion of collaborative practices that facilitate the alignment of stakeholders’ interests and competencies. By conceptualizing transformative collaborative learning as a key mechanism to understand how management innovation and value co-creation unfold in community-based development, this research advances sustainability and management literature.