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Heryanti Utami
State University of Jakarta
Religion Decision Sciences, Operations Research & Management

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MODEL PEMASARAN WISATA RELIGI DI MAKAM PANGERAN JAYAKARTA JATINEGARA KAUM Ummu Hani; Heryanti Utami
JURNAL MANAJEMEN DAKWAH Vol. 12 No. 1 (2026)
Publisher : UIN Sunan Kalijaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/jmd.2026.121.04

Abstract

This study aims to implement an Experiential Marketing strategy in promoting religious tourism at the Tomb of Prince Jayakarta to increase the attraction and number of tourist visits. This strategy is expected to build emotional and intellectual involvement of visitors in understanding the historical, cultural, and spiritual values ​​of the site, while increasing public awareness, especially the younger generation. The research method used is descriptive-qualitative with an interpretative phenomenological approach, which focuses on exploring the lived experiences of informants in experiencing the phenomenon of experiential marketing by considering social, cultural, and technological aspects. The results of the study indicate that the application of Experiential Marketing has the potential to increase interest in visiting, strengthen the role of local communities in promotion and management, and optimize the use of digital technology to create a more interactive tourism experience. Research outputs include publication of articles in national journals and copyright registration for the Experiential Marketing-based marketing concept as a model for sustainable religious tourism promotion.
Co-Authors Ummu Hani