Government Marketing Public Relations Strategy in Preparing Halal Tourism in Priangan Region

Abstract

Islamic civilization has become an economic power that can influence the development of the world economy, including tourism activities. The halal tourism market trend in Indonesia is growing in line with the growing strength of the world sharia economy and the great opportunities of the world Muslim community who want comfort when traveling in a place, based on Islamic values. The purpose of this study is to find out the pull, push, and pass strategies of marketing public relations in places that have the potential of halal tourism destinations in the Priangan area. The method used in this study is qualitative with a type of descriptive study, and the collecting data technique based on observation, interviews, and focus group discussions with stakeholders related to the development of Garut and Pangandaran tourism. The results of the study show that the push strategy carried out by the government is in the form of socialization, education, and dissemination form of halal tourism policies to tourism stakeholders. The pull strategy is carried out in the formation of news on social media regarding the potential destination of halal tourism development by the tourism activist community. The last one is the pass, a strategy carried out by organizing promotional events for regional tourist destinations in collaboration with travel agents and tourism activists.