Government Marketing Public Relations Strategy in Preparing Halal Tourism in Priangan Region

Abstract

Islamic civilization has become an economic power that can influence the development of the world economy, including tourism activities. The halal tourism market trend in Indonesia is growing in line with the growing strength of the world sharia economy and the great opportunities of the world Muslim community who want comfort when traveling in a place, based on Islamic values. The purpose of this study is to find out the pull, push, and pass strategies of marketing public relations in places that have the potential of halal tourism destinations in the Priangan area. The method used in this study is qualitative with a type of descriptive study, and the collecting data technique based on observation, interviews, and focus group discussions with stakeholders related to the development of Garut and Pangandaran tourism. The results of the study show that the push strategy carried out by the government is in the form of socialization, education, and dissemination form of halal tourism policies to tourism stakeholders. The pull strategy is carried out in the formation of news on social media regarding the potential destination of halal tourism development by the tourism activist community. The last one is the pass, a strategy carried out by organizing promotional events for regional tourist destinations in collaboration with travel agents and tourism activists.

The contestation of the meaning of halal tourism

“…Halal tourism is a new term found in the tourism industry. Several studies have been using various terminologies to define the term halal tourism, such as halal tourism ( Ahmed and Akbaba, 2018 ; Battour and Ismail, 2016 ; Chanin et al., 2015 ; Chookaew et al., 2015 ; El-Gohary, 2016 ; Chandra, 2014 ; Jaelani, 2017 ; Mohsin et al., 2016 ; Muhamad et al., 2019 ; Qaddhat and Attaalla, 2016 ; Rasul, 2019 ; Sriprasert et al., 2014 ; Perbawasari et al., 2019 ), Islamic tourism ( Bhuiyan et al., 2011 ; Gabdrakhmanov et al., 2016 ; Kovjanic, 2014 ; Lina Munirah and Hairul, 2013 ; Shafaei and Mohamed, 2015 ; Zamani-farahani & Henderson, 2010 ), and Sharia tourism ( Rosyid, 2014 ). Nowadays, issues related to this industry has been the center of attention of various authors with diverse perspectives, such as the prospect and potentials in terms of economic growth ( Aziz and Athoillah, 2019 ; Jaelani, 2017 ; Subarkah, 2018 ), religion, politics, social viewpoint, culture, and economic adjustment ( Fauzi et al., 2019 ), and the potentials of a country or region ( Ahmed and Akbaba, 2018 ; Bhuiyan et al., 2011 ).…”

Marketing Communications as Strategy Expanding Market Share In Era 4.0

“…Image advertising can strengthen the image of the social marketing organization and potentially dissuade negative attributes of the social marketing organization by lessening mental resistance from upstream target audiences. According to Thomas L. Harris, public relations marketing is a strategy and implementation that merges the concept of public relations with marketing to optimize organizational successes and achieve excellent connections with stakeholders (Perbawasari et al, 2019). Marketing public relations is the process of planning, implementing, and evaluating programs that encourage the purchase and consumer satisfaction through the communication of reliable information and impressions that link the company and its products to the needs, wants, concerns, and interests of consumers (Ruslan, 2017).…”

Analysis of The Influence of Trust In Digital Transactions and Website Reputation on Customers Purchase Intention Through Footwear Website

“…Facebook, in particular, has grown to be one of the key social media platforms for marketing initiatives. Facebook, which was once mostly recognized as a social network, is now a significant marketing channel thanks to features like platform analytics and advertising, which companies can use to build their brands and boost sales conversions [3]. Businesses can reach their target audience more successfully and optimize their marketing strategy using the Internet and digital platforms like Facebook.…”