Optimizing the Potential Strategy of West Sumatra Tourism Destinations Towards the Leading Halal Tourism Destinations in Indonesia

DOI

10.2991/assehr.k.210805.215How to use a DOI?

Keywords

Strategy, halal tourism, West Sumatra, halal destination, Indonesia

Abstract

Tourism makes a significant contribution to the Indonesian economy. West Sumatra has a great potential to get investors to develop its tourism, because it has a beautiful nature coupled with its diverse and unique culture. Although several awards have been won by West Sumatra, West Sumatra has not been able to reflect a “decent” class in terms of infrastructure readiness, management, supporting facilities, and low awareness of community tourism culture. The purpose of this research is to formulate a strategy for halal tourism in West Sumatra in order to build a positioning to increase the competitiveness of halal tourism in Indonesia. This research is a qualitative descriptive study using secondary data from scientific journals, previous research, and publications. Primary data collection techniques were obtained by means of in-depth interviews with semi-structured methods and non-participatory observation techniques. In order to build a positioning to improve the competitiveness of halal tourism in Indonesia, the implementation of halal tourism marketing strategies that can be done is DOT (Destination, Origin, Time), BAS (Branding, Advertising, Selling), POSE (Paid Media, Owned Media, Social Media, Endorse). Meanwhile, the strategy for developing human resources for halal tourism is to create sustainable and competitive human resources, distribute tourism scholars, and create qualified and trained human resources. In addition, the strategy of making West Sumatra as Indonesia’s leading halal tourist destination is to increase public awareness to be involved in sustainable development tourism programs, add and improve tourism support facilities, promotion through digital media, and increase halal tourism certification. Based on the results of the study, recommendations were obtained on how to manage halal tourism in West Sumatra to become Indonesia’s leading destination.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yenita Yenita
AU  - Lamto Widodo
PY  - 2021
DA  - 2021/08/08
TI  - Optimizing the Potential Strategy of West Sumatra Tourism Destinations Towards the Leading Halal Tourism Destinations in Indonesia
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 1371
EP  - 1376
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.215
DO  - 10.2991/assehr.k.210805.215
ID  - Yenita2021
ER  -