STRATEGI KOMUNIKASI PARIWISATA HALAL STUDI KASUS IMPLEMENTASI HALAL HOTEL DI INDONESIA DAN THAILAND

Atie Rachmiatie, Rahma Fitria, Karim Suryadi, Rahmat Ceha

Abstract


Indonesia menempati rangking pertama pada sepuluh destinasi favorit untuk liburan, dengan indeks 78 pada GMTI 2019.  Pemerintah gencar mencanangkan pengembangan pariwisata halal. Namun perkembangan Hotel Halal di Indonesia  tidak semarak di Thailand, yang diduga ada permasalahan komunikasi antara pemerintah dengan industri.Tujuan penelitian ini untuk mengkaji  strategi komunikasi yang efektif dalam menyosialisasikan konsep hotel halal.Metode  kualitatif menggunakan pendekatan studi kasus, dan teknik purposive sampling, pada pengelola hotel Halal di Bandung dan Bangkok. Hasil penelitian menunjukkan bahwa komunikasi dari pemerintah penting dalam memperkuat persepsi tentang product value dan benefit dari pariwisata halal. Latar belakang ada hotel halal karena faktor intrinsic yaitu agama dari pemilik dan exstrinsic yaitu, permintaan wisatawan dan biaya. Perbedaan perkembangan hotel halal, di Bangkok minat wisatawan muslim sangat tinggi, sehingga inisiatif datang dari pengusaha,sedangkan di Bandung, standar dasar halal dianggap sudah menyatu dalam kehidupan masyarakat, sehingga tidak  urgent untuk menerapkan  “branding” hotel halal. Untuk itu Model strategi komunikasi pariwisata efektif diperlukan pemerintah dalam pengembangan wisata halal. 


Keywords


Strategi komunikasi, Pariwisata halal, Product Value, Industri Hotel

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DOI: https://doi.org/10.29313/amwaluna.v4i1.5256

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