Media uses above-the-line and below-the-line media for the promotion of Halal destinations in Indonesia and Malaysia

Abstract

The tourism sector was the largest revenue sector for Indonesia in 2018. This activity is inseparable from the efforts of the government and the private sector in promoting Indonesia–Malaysia halal tourism through various events and media. For tourism targets, it is necessary to study how media uses above-the-line and below-the-line media for the promotion of halal destinations in Indonesia and Malaysia. The purpose of this study is to identify: 1) media used for the promotion of “halal destinations”, 2) above-the-line and below-the-line media, 3) the considerations of using above-the-line and below-the-line media, and 4) the barriers to using above-the-line and below-the-line media for the promotion of “halal destinations.” The research method used was descriptive analysis with data collection techniques using questionnaires, observations, literature study, documentation analysis, and the Internet. The research object is Muslim tourists who are interested in halal tourism in Indonesia and Malaysia. The results showed that the segmentation of tourists who are interested in halal destinations in Indonesia and Malaysia is very diverse and spread across three segmentation categories, namely psychological, demographic, and geographic tourists.