STRATEGI KEMENTERIAN PARIWISATA INDONESIA DALAM MENINGKATKAN BRANDING WISATA HALAL

Elpa Hermawan

Abstract


This study aims to determine the strategy of the Indonesian Ministry of Tourism in increasing halal tourism branding to become the best tourist destination in the world and it is increasing the number of tourists both domestically and abroad. Halal tourism is one of the tourism concepts models that has the principle of regularity in accordance with the teachings of the Muslim community. This study used qualitative research methods. The data analysis technique consists of three steps, namely data reduction, data presentation and drawing conclusions. The results showed that the nine strategies have been used by the government are the appropriate strategies to implement ten superior programs in improving halal tourism in Indonesia. The strategy used to achieve the overall vision includes all aspects of needs starting from the aspect of the destination, marketing aspects, and aspects of human resources, society, and industry. Each strategy is implemented with programs that are aligned through the utilization of technological advances. The implications of these strategies can make Indonesian halal tourism become the best world-class tourism.


Keywords


branding; halal; tourism.

Full Text:

PDF

References


Aryanti, T. (2015). Branding the Islamic Village: Modesty and Identity in Yogyakarta Kauman Village, Indonesia. Procedia- Social and Behavioral Sciences, 184, 126–134. https://doi.org/10.1016/J.SBSPRO.2 015.05.070

Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practises, challenges and future. Tourism Management Perspectives, 19, 150– 154. https://doi.org/10.1016/J.TMP.2015. 12.008

Delveza, A., Yuliana, Y., & Pasaribu, P. (2016). Strategi Pengembangan Fasilitas (Amenities) Objek Wisata Panorama Tabek Patah Kabupaten Tanah Datar. E-Journal Home Economic and Tourism, 12(2). Retrieved from http://ejournal.unp.ac.id/index.php/jh et/article/view/5935 GMTI. 2019. Global Muslim Travel Index. https://www.crescentrating.com/repo rts/global-muslim-travel-index2019.html

Ismail, W. R. B. W., Othman, M., Rahman, R. A., Kamarulzaman, N. H., & Rahman, S. A. (2016). Halal Malaysia Logo or Brand: The Hidden Gap. Procedia Economics and Finance, 37, 254–261. https://doi.org/10. 1016/S22125671(16)30122-8

Kemenpar. (2019) Siaran Pers Indonesia ditetapkan sebagai destinasi wisata halal terbaik dunia. http://www.kemenpar.go.id/post/siar an-pers-indonesia-ditetapkansebagai-destinasi-wisata-halalterbaik-dunia-2019

Kemenpar. (2019). 5 Tahun kembangkan pariwisata halal Indonesia raih peringkat pertama wisata halal dunia. http://www.kemenpar.go.id/post/nar asi-tunggal-5-tahun-kembangkanpariwisata-halal-indonesia-akhirnyaraih-peringkat-pertama-wisata-halaldunia-2019

Laka, Y.H., & Sasmito, C. (2019). Manajemen Strategi Kebijakan Publik Sektor Pariwisata di Desa Pujon Kidul Kecamatan Pujon Kabupaten Malang, Jawa Timut pada Era Industri 4.0. Jurnal Referensi: Ilmu Manajemen dan Akutansi.(7)1, 2019. 28-33

Khoiriati, S. D., S., Krisnajaya, I. M., & Dinarto, D. (2018). Debating Halal Tourism Between Values and Branding: A Case Study of Lombok, Indonesia. KnE Social Sciences, 3(5), 494. https://doi.org/10.18502/kss.v3i5.23 52

Mahsun, M., & Jumail, M. (2019). Branding “Halal Tourism” Antara Hedonisme Dan Utilitarianisme

Pariwisata Lombok. Media Bina Ilmiah, 13(7),1369–1378 https://doi.org/10.33758/MBI.V13I7. 213

Muttaqillah, Abidin,A., Permadi, L.A., (2018). Analisis Strategi Membangun Brand Image Halal Tourism Kecamatan Sambelia Kabupaten Lombok Timur. Jurnal Magister Manajemen, edisi Maret

Miles, M. B & Huberman. (2009). Analisis Data Kualitatif di Terjemahkan oleh Tjetjep Rohendi Rohidi. Jakarta: UI Press

Nisa, F. K & Sujono, F.K,. (2017). Islamic branding as communication strategy of halal tourism promotion in nonMuslim country. Proceeding of the 4th Conference on Communication, Culture, and Media Studies, 10-11 October, Yogyakarta

Rusli, M., Firmansyah, R., & Mbulu, Y. P. (2019). Halal Tourism Destination Development Model. Journal of Environmental Management and Tourism, 9(6), 1296. https://doi.org/10.14505//jemt.9.6(30 ).19

Saleh, Rahmat, & Anisah, N. (2018). Pariwisata Halal Di Aceh: Gagasan Dan Realitas Di Lapangan. Sahafa Journal of Islamic Communication, 1(2), 79–92 https://doi.org/10.21111/ sjic.v1i2.2849

Yousaf, S., & Xiucheng, F. (2018). Halal culinary and tourism marketing strategies on government websites: A preliminary analysis. Tourism Management, 68, 423–443. https://doi.org/10.1016/J.TOURMA N.2018.04.006




DOI: http://dx.doi.org/10.33366/ref.v7i2.1512

Article metrics

Abstract views : 227 | views : 173

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Referensi : Jurnal Ilmu Manajemen dan Akuntansi