Determining Factors in the Development of Religious Tourism Destination Marketing Strategy (A Case Study in Greater Malang)

DOI

10.2991/assehr.k.211020.053How to use a DOI?

Keywords

religious tourism, tourist destinations, rituals, repeat visits, marketing strategies

Abstract

Religious tourism in Indonesia is growing rapidly, along with the improvement of the community’s economy. Culture and the community’s beliefs are among the factors affecting it. Greater Malang has many potential and developable religious tourism destinations. Learning from the two well-known religious tourism destinations, we aim to uncover factors that make tourists loyal to these two religious tourism destinations. These factors are used for mapping and formulating marketing strategy. This research is essential and a novelty as there has not been any research discussing the same theme. These two well-known religious tourism destinations do not have a marketing strategy in their management. They are simply run as they are and have not been professionally managed. With the qualitative method, the study results show that culture-based faith groups as a target market for religious tourism, the mystical and unique story as positioning, and showing routine attractions to build interest are the three main keys that attract tourists to come to religious tourism destinations repeatedly. The results of this study can be used as a reference to develop marketing strategies for existing religious tourism destinations and improve the potential of religious tourism in Greater Malang. Further research is essential to see whether this research’s results apply to different areas or countries with the same community characteristics.

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  - Kukuh Lukiyanto
AU  - Etsa Astridya Setiyati
AU  - Choirul Huda
AU  - Albert Verasius Dian Sano
PY  - 2021
DA  - 2021/10/21
TI  - Determining Factors in the Development of Religious Tourism Destination Marketing Strategy (A Case Study in Greater Malang)
BT  - Proceedings of the 1st UMGESHIC International Seminar on Health, Social Science and Humanities (UMGESHIC-ISHSSH 2020)
PB  - Atlantis Press
SP  - 367
EP  - 376
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.053
DO  - 10.2991/assehr.k.211020.053
ID  - Lukiyanto2021
ER  -