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Konsep Strategi Branding Destinasi Bagi Industri Pariwisata Halal Dalam Menarik Wisatawan
Abstract
Pariwisata halal adalah salah satu model pariwisata yang memiliki prinsip keteraturan sesuai dengan ajaran bagi masyarakat muslim. Dalam beberapa tahun belakangan ini, pariwisata halal dipandang memiliki pasar terkuat di dunia. Hal ini mengacu pada kesadaran masyarakat yang tinggi akan pentingnya menggunakan produk-produk yang sudah terbukti aman atau halal. Penelitian ini bertujuan untuk mengetahui bagaimana membangun brand destinasi pariwisata halal melalui strategi promosi dalam menarik wisatawan. Penelitian ini menggunakan pendekatan kualitatif dengan metode pengumpulan data menggunakan studi kepustakaan yaitu mengumpulkan data yang didapatkan dari buku-buku dan jurnal ilmiah yang ada hubungan dengan penelitian ini. Teknik analisis data terdiri dari tiga langkah yaitu reduksi data, penyajian data dan penarikan simpulan. Dari beberapa studi literatur yang dilakukan, maka didapatkan bahwa destinasi pariwisata memiliki dampak terhadap pembangunan ekonomi suatu negara, termasuk industri pariwisata halal karena dapat memberikan kesejahteraan bagi masyarakat sekitar serta dapat menciptakan lapangan kerja. Dalam memperkenalkan pariwisata halal ke pihak lain, strategi branding destinasi penting dilakukan. Industri pariwisata halal dapat melakukan promosi yang selaras dengan kemajuan teknologi komunikasi dan informasi. Maka dengan demikian, tidak dapat disangkal lagi bahwa jejaring sosial memainkan peran penting dalam branding destinasi. Dalam strategi branding destinasi bahwa serangkaian aktivitas pemasaran dan promosi yang dilakukan dapat mendukung penciptaan nama, simbol, logo industri pariwisata halal yang mudah mengidentifikasikan dan membedakan dengan destinasi pariwisata lainnya.
Kata Kunci: Pariwisata Halal; Branding Destinasi; WisatawanFull Text:
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DOI: https://doi.org/10.25008/wartaiski.v6i2.248
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