STRATEGI KOMUNIKASI PARIWISATA HALAL STUDI KASUS IMPLEMENTASI HALAL HOTEL DI INDONESIA DAN THAILAND
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.
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DOI: https://doi.org/10.29313/amwaluna.v4i1.5256
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