The attack occurred on a rural road in Moo 3, tambon Kortor Tuera, Raman about 6am, according to the reports.
Witnesses said Arsae Waedeeyu, 48, and his wife Korsima, 40, were travelling on a motorcycle along the local road when a gunman riding pillion on another motorbike fired at them with a handgun.
Arsae died on the spot. His wife sustained a critical injury and was taken to Yala hospital.
Police were investigating.