Abstract
This study aims to discuss the destination branding of Indonesia using halal tourism instruments to increase tourist arrivals, especially from the Middle East market, and make Indonesia the world's halal tourist destination. This research uses descriptive qualitative method with the concept of destination branding and public diplomacy. The results of this study indicate that Indonesia embarked on destination branding by establishing the Halal Tourism Indonesia Logo, Halal Tourism Indonesia: The Halal Wonders, to describe its halal tourist destinations, then designating three regions that are considered ready to be the leading halal tourist destinations, namely Lombok (Friendly Lombok), Aceh (The Light of Aceh), and West Sumatra (Taste of Padang) as seen from facilities and services that meet the criteria halal tourism and won the world's best halal tourism award representing Indonesia at the World Halal Travel Summit in Abu Dhabi 2015 and 2016. In addition, Indonesia also made efforts to halal tourism diplomacy through familiarization trips, attending national and international exhibitions, and through the media and seen the results of the increasing number of Middle Eastern tourists visiting as the primary target market for halal tourism.
Highlights
Penelitian ini bertujuan untuk membahas destination branding Indonesia menggunakan instrumen pariwisata halal untuk meningkatkan kunjungan wisatawan terutama dari pasar Timur Tengah dan menjadikan Indonesia sebagai destinasi wisata halal dunia
This study aims to discuss the destination branding of Indonesia using halal tourism instruments to increase tourist arrivals, especially from the Middle East market, and make Indonesia the world's halal tourist destination
The results of this study indicate that Indonesia embarked on destination branding by establishing the Halal Tourism Indonesia Logo, Halal Tourism Indonesia: The Halal Wonders, to describe its halal tourist destinations, then designating three regions that are considered ready to be the leading halal tourist destinations, namely Lombok (Friendly Lombok), Aceh (The Light of Aceh), and West Sumatra (Taste of Padang) as seen from facilities and services that meet the criteria halal tourism and won the world's best halal tourism award representing Indonesia at the World Halal Travel Summit in Abu Dhabi 2015 and 2016
Summary
Pariwisata halal mengalami peningkatan yang signifikan setiap tahunnya. Terlihat dari jumlah perjalanan wisatawan Muslim yang terus tumbuh dari tahun 2014 hingga 2019. Penelitian keenam dari (Pratama, et al, 2019) hasil penelitiannya menunjukkan bahwa melalui kebijakan publik dan branding dalam upaya pariwisata, Sumatera Barat berhasil meyakinkan wisatawan bahwa provinsi ini ramah terhadap turis muslim melalui berbagai aturan dan insentif terhadap pemegang saham yang bertanggung jawab untuk mempromosikan upaya pariwisata halal. Penelitian ketujuh dari (Widhasti, Damayanti, & Sardjono, 2017) yang melihat wisata halal Indonesia menjadi soft power dengan melakukan diplomasi publik untuk menarik wisatawan Muslim dengan cara menampilkan nilai-nilai Islam yang ada di Indonesia secara keseluruhan pada lingkup nasional. Sedangkan penelitian ini lebih melihat kepada destination branding yang dilakukan oleh Indonesia dalam mengembangkan pariwisata halal di tiga daerah yang menjadi destinasi wisata halal prioritas yakni Aceh, Sumatera Barat dan Lombok yang melihat pariwisata halal sebagai instrumen diplomasi publik Indonesia untuk menarik kunjungan wisatawan Muslim
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
