PROPOSED MARKETING STRATEGY TO DEPARTMENT OF CULTURAL AND TOURISM TO PROMOTE HALAL TOURISM DESTINATION (STUDY CASE: BANDUNG CITY)

• Main Author: Maulidia Anilza, Monica
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41909
• Institution: Institut Teknologi Bandung

The growth of Muslim population in the world leads to the increasing number of Muslim tourists around the world. The Muslim traveller market is projected to have a total spending up to US$ 330 billion by 2026. Indonesia, as the most populous Muslim country, urges the national tourism industry to attract this profitable market. As an effort to attract the Muslim tourist, Indonesia has set up 16 halal tourism destinations around the country. Bandung, as the city with a complete package to offer in tourism, does not want to miss the opportunity. This research aims to find out what Department of Cultural and Tourism of Bandung should do in order to develop and promote its halal tourism destination. Data in this research obtained fro the primary data by conducting in depth interview and focus group discussion while the secondary data obtained from related study of halal tourism. This study is analyzed external and internal environments using PESTEL analysis, industry analysis, Porter’s Five Forces Model, competitor analysis, customer analysis, resource and VRIO analysis. Both internal and external analysis then resulted in SWOT and TOWS matrix. The results from external and internal analysis shows that the strength of Bandung as halal tourism destination is the Muslim people itself, Perda that supports facilities for Muslim tourists, and the local attractions of Bandung. However, halal tourism as an extended service in tourism industry needs readability not only from the government, but also all the stakeholders involved in this sector. Having well-prepared coordination within the sector’s stakeholders will result in the profitable growth for the future of Bandung’s tourism industry in general. There are several strategies that can be proposed to Bandung in order to promote its halal tourism destination. First is building coordination between all the stakeholders using the Penta Helix Synergy. Second is proposing the suitable STP and Marketing Mix Strategy. A timeline for its proposed strategies and budget estimation is also needed in order to Bandung as halal tourism destination can maximally utilize the prosperous sector.