MARKETING OPTIMIZATION OF HALAL TOURISM DESTINATIONS IN ACEH PROVINCE

• Main Author: Ayu Fotina, Mar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80055
• Institution: Institut Teknologi Bandung

This study aims to optimize the marketing strategy of halal tourism destinations in Aceh Province. This research is conducted by analyzing tourist perceptions of the basic aspects of tourism development, namely amenity, accessibility, and attractions (3A) in accordance with halal principles in Aceh. In addition, this study also aims to formulate recommendations for effective marketing strategies to improve Aceh's image as a leading halal tourist destination. This research uses quantitative methods with sentiment analysis approach and questionnaire survey. Sentiment analysis was conducted using the Naive Bayes method to analyze user reviews of halal tourist destinations in Aceh found on Google Maps. Meanwhile, a questionnaire survey was used to collect data directly from respondents related to the perceptions, attitudes, and demographics of tourists towards halal tourist destinations in Aceh. The results show the importance of improving infrastructure, increasing hygiene standards, and developing an authentic halal tourism experience. This research offers recommendations for the Aceh Tourism Office, including marketing that focuses on Aceh's strengths such as natural beauty, authentic culture, and halal culinary experiences, while addressing weaknesses such as transportation infrastructure and consistent implementation of CHSE standards. With a clear target market and appropriate marketing strategies, Aceh has the potential to improve its image as a halal destination.