The Implications of Marketing Indonesia as a Halal Tourism Destination

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Anton Bawono


The aim of this study is to develop the concept of halal tourism and the implications of the concept of halal tourism in Indonesia's marketing strategy as a halal tourism destination. This research uses a quantitative method and  also uses 195 Muslim tourists as the research sample which is based on the year of birth visiting tourist destinations in Indonesia. Analysis of the data uses Structural Equation Modeling (SEM) with PLS. The result of the research indicates that Halal Tourism in Indonesia still needs more development and promotion strategies to become the center of the world Islamic economy. The motivation of Muslim tourists who want to carry out Islamic sharia in their travel is determined by destinations that offer halal services, motives for knowing Islamic religious sites and learning the history of Islamic religion in Indonesia. Indonesian Muslim tourists have already knowledge of local and international halal tourist destinations. Motivation to travel according to Islamic religious law shows the motives of Muslim tourists. The knowledge and experience of Muslim tourists becomes the motivation for determining halal tourism destinations in Indonesia. The implications of the research can be used as a tool for policy makers by governments who aspire to become the center of the world Islamic economy, especially for tourist destinations can be used as a basis for the provision of facilities and services that are the desires and needs of Muslim tourists in Indonesia.

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