Abdullah Irwan, Laila Nur Quma
Maulana Malik Ibrahim Islamic State University, Malang, 65144, Indonesia.
Universitas Gadjah Mada, Yogyakarta, 55281, Indonesia.
Heliyon. 2022 Mar 15;8(3):e09098. doi: 10.1016/j.heliyon.2022.e09098. eCollection 2022 Mar.
This study aims to analyze and describe the responses of tourist destination stakeholders on halal tourism branding embedded by the government and promoted by many countries, including Indonesia. This research uses qualitative approach and the data are collected through in-depth interviews with key informants. Purposive sampling technique is used to determine key informants. The judgment sampling method is used to determine the validity of the data and confirm the truths of the gathered information among the informants. Interpretive thematic analysis is used to analyze the data throughout its process that consisted of data collection, reduction, interpretation, presentation, and conclusions. The study results showed that halal tourism has been interpreted and understood in different ways, and these depend on the structural position of each group. This problem is not at the conceptual level for community leaders and tour guides, instead of at the actual practical level of halal services. This is because they have understood that most tourists are Muslims with strong religious ideals. Meanwhile, the government interprets the concept of halal tourism as a promotion media dominated by economic and political interests. Therefore, it is important to note that halal tourism branding is irrelevant for all tourist destinations.
本研究旨在分析和描述旅游目的地利益相关者对政府推行且被包括印度尼西亚在内的许多国家所推广的清真旅游品牌塑造的反应。本研究采用定性研究方法，通过对关键信息提供者进行深入访谈来收集数据。采用立意抽样技术来确定关键信息提供者。运用判断抽样方法来确定数据的有效性，并在信息提供者之间确认所收集信息的真实性。在整个过程中，包括数据收集、简化、解读、呈现和得出结论，都采用解释性主题分析来分析数据。研究结果表明，清真旅游被以不同方式进行解读和理解，而这取决于每个群体的结构地位。这个问题对于社区领袖和导游而言并非处于概念层面，而是处于清真服务的实际操作层面。这是因为他们明白大多数游客是有着强烈宗教信仰的穆斯林。与此同时，政府将清真旅游的概念解读为一个由经济和政治利益主导的推广媒介。因此，需要注意的是，清真旅游品牌塑造并非适用于所有旅游目的地。
