Segmentation Analysis and Target Market Identification of Halal Tourism in Aceh Province

Abstract

This study aims to identify market segments and appropriate target markets for halal tourism in Aceh Province. The research method used is quantitative with data collection through questionnaires. The study findings show that Aceh Province has great potential as an attractive halal tourism destination, with the majority of respondents willing to pay more for high-quality halal tour packages. The study also identified different market segments with specific needs and preferences, which can help tourism industry players to develop targeted marketing strategies and products that meet the diverse needs of halal tourists. Suggested recommendations include development and promotion, provision of high-quality tour packages, increased awareness and visitation, targeted product development, provision of affordable travel options, and improved facilities and services. These recommendations are expected to help tourism industry players in Aceh Province to optimize the potential of halal tourism and increase Aceh’s attractiveness as a global tourism destination.