Madura Halal Tourism: Digital Marketing Strategy

Abstract

The era of disruption creates great opportunities for the development of halal  tourism  with the utilization of technology  in the marketing of tourist products. As a pilot  project for halal  tourism  development  in Riau Islands  Province,  Penyengat    Island  faces  the challenges of the disruption    era  in  building an  image as a leading halal tourism destination. This research  aims to  analyze  halal  tourism  marketing  in  Penyengat  Island in the era of disruption, especially from the aspect of digital marketing. This research uses descriptive methods  with a qualitative approach through literature studies with data sources derived from journal articles and other literature  data.   Halal tourism marketing efforts on Penyengat Island  digitally have not been  maximally    akukan. Tourism  marketing tends to use mass media advertising, billboards,  and annual festivals. The digital channels used to  promote  Penyengat  Island  tourism  consist  of social media,    online  booking  sites  and  e-book  guides  in  halaltrip.com. However, its use is  still limited to information  regarding tourism activities,    and has not introduced halal tourism in real terms. This has proven to be not optimal information about the concept of halal tourism  and the unavailability of information about halal tourism travel guides  for Muslim tourists on the digital platforms    used. Suggestions  in  efforts to  promote  halal  tourism of Penyengat  Island  through  digital  channels are the selection of interesting content on digital marketing channels,   the availability of halal service  needs  information,    and innovation in tourist  attractions.