IMPROVING HALAL TOURISM MARKETING IN WEST NUSA TENGGARA DURING THE PANDEMIC COVID-19

• Main Author: Nadhira, Hasna
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68172
• Institution: Institut Teknologi Bandung

The main purpose of this research paper is to explore the first and closest step in improving the halal tourism of West Nusa Tenggara (NTB) during the pandemic Covid-19. While NTB has become Indonesia’s main Halal destination that gains global recognition, it had a downfall just like the general tourism sector as the pandemic Covid-19 happened in 2020. This is a qualitative study which relies largely on secondary data, mostly from the National Committee of Sharia Economy and Finance (KNEKS), which has highlighted the Sharia sector of Indonesia’s economy and tourism. This research paper discusses how the halal tourism was before and during pandemic, and results in recommending the marketing strategies that can be implemented during the pandemic in order to achieve the main goal of reviving the halal tourism sector in West Nusa Tenggara. The recommended marketing strategy consists of five steps, with the marketing model AISAS as a guideline. The first step is spreading awareness of halal tourism, the second step is to introduce the halal tourism sector in West Nusa Tenggara. The third and fourth step is interacting with costumer, before they come to West Nusa Tenggara and during the period of stay for tourism. The fifth and final step is the after-sale, focusing on the strategy to attract returning customers and initiate word-of-mouth marketing.