MARKETING COMMUNICATION STATEGY OF HALAL TOURISM IN BANDUNG
AGRIAN RATU RANDA (a*) LINANGKUNG DIAH AYU RENGANIS (b)
(a*)Kampus Universitas Padjadjaran Gedung. L1 Lt. 2, Jl. Raya Bandung-Sumedang KM. 21, Hegarmanah, Jatinangor, Hegarmanah, Jatinangor, Kabupaten Sumedang, Jawa Barat 45363
agrianraturanda[at]yahoo.com
lingganis[at]gmail.com
Abstract
Sharia-based economic sector lately is growing very rapidly. Not only in the financial, culinary and fashion sector but also in halal tourism sector where the Middle Eastern tourists growth is very rapid, with a total of 170,000 foreign tourists in 2018 and this figure is projected to increase to 250,000 tourists in 2019. Therefore, it is important to be discussed because of the huge market potential that can improve the Indonesian economy, especially in the tourism sector, and not to let the potential market come without maximum service. This makes the researcher think that halal tourism is important to be discussed specifically, especially in the Marketing Communication sector, besides its great potential, halal tourism itself requires strong branding so that the process of delivering information and the desires of visiting tourists will be even greater. This study will focus on Marketing Communication Strategy of Halal Tourism in Bandung. This study will use a qualitative research method which the marketing communication strategy of halal tourism in Bandung will be described in detail and clearly, then the final results will present the marketing communication strategy model. The theory that is used in this research is the social construction of reality proposed by Berger and Luckman. This theory defines that individuals as members of the society try to construct reality through social processes, namely interactions carried out by individuals with others continuously. Thus, Department of Tourism and Culture in Bandung also tries to construct this phenomenon into a new reality called halal tourism. Then spread continuously through interaction with the community. A case study approach is used in this study, and the validity of the data is tested by using data triangulation based on sources and experts in their fields. This marketing communication strategy is expected to be a reference for the marketing communication strategy of halal tourism in Indonesia.
Keywords: halal tourism, communication, marketing, sharia
Topic: International Symposium on Social Sciences, Humanities, Education, and Religious Studies