A Muslim-Friendly Tourism Marketing Model Based On Religious Values And Cultural Heritage: A Phenomenological Study Of The Asta Tinggi Royal Cemetery In Sumenep
Year: 1970
Type: article
Abstract: This study examines a Muslim-friendly tourism marketing model predicated on religious values and cultural heritage at the Asta Tinggi Royal Cemetery in Sumenep. The research problem stems from the reality that while religious, historical, and cultural strengths, alongside community hospitality, constitute the primary attractions of the destination, they have yet to be fully translated into an integrated, standardized marketing system oriented toward destination differentiation. This research employs a qualitative phenomenological approach to understand the experiences, awareness, and interpretations of the government, management, business operators, local communities, and tourists regarding Muslim-friendly tourism. Data were acquired through in-depth interviews, observations, and documentation, and subsequently analyzed using phenomenological reduction, taking into account noema, noesis, intentionality, and intersubjectivity. The findings indicate that Muslim-friendly tourism in Sumenep is primarily interpreted as a religious ethos, spiritual comfort, honest economic practices, and a pilgrimage experience imbued with historical significance. Asta Tinggi is perceived not merely as a religious tourism site, but as a space for spiritual and historical experience. The proposed marketing model comprises a foundation of religious and cultural meanings, transformation through the 7Ps of the sharia marketing mix, Pentahelix-based stakeholder integration, and outcomes in the form of halal cultural branding and enhanced destination competitiveness. Its implementation is directed toward the development of historical-pilgrimage packages, storytelling, service enhancement, standardization of Muslim-friendly facilities, digital promotion, and multi-stakeholder collaboration.
Source: LAN TABUR Jurnal Ekonomi Syariah
DOI: 10.53515/lt.v6i2.301
Authors: Abd. Syakur, Nur Sayidah, Suyanto
Institution: Universitas Dr. Soetomo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7225008964