<![CDATA[This study aims to analyze the implementation of Sharia principles in relation to the feasibility of halal tourism at Merpati Beach, Bulukumba Regency, and to identify the factors that hinder the implementation of Sharia principles in the management of the tourist area. This study employed a qualitative research method with a descriptive approach. Data were collected through direct observation and interviews with tourism managers, business operators, visitors, employees of the Tourism Office, and local community members around Merpati Beach. The collected data were analyzed descriptively to describe the implementation of Sharia principles in tourism management at Merpati Beach. The results of the study indicate that Merpati Beach, Bulukumba Regency, has potential to be developed as a halal tourism destination. The implementation of Sharia principles can be observed through the efforts of tourism managers to maintain environmental cleanliness, create an orderly and comfortable tourism atmosphere, provide public facilities, and encourage business operators to provide proper and halal food and beverages for visitors. The existence of Merpati Beach as a tourist destination also provides economic benefits to the surrounding community through various business activities, particularly the sale of food, beverages, and other tourist necessities. However, the implementation of Sharia principles has not yet been fully optimized due to several challenges, including limited supporting facilities for Muslim tourists, the need to improve business operators' understanding of halal tourism concepts, and the relatively low awareness of some visitors regarding environmental cleanliness and orderliness. Therefore, the development of Merpati Beach as a halal tourism destination requires improved facilities, guidance for business operators, stronger supervision, and cooperation among tourism managers, local communities, business operators, and the local government. Through these efforts, Merpati Beach has the potential to develop into a tourism destination that provides comfort for Muslim tourists while supporting the economic development of the surrounding community.]]>
