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All Journal Al-Risalah Jurnal Studi Agama dan Pemikiran Islam
Minsah, Minsah
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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MANAGER'S MARKETING COMMUNICATION STRATEGY IN DEVELOPING RELIGIOUS TOURISM OBJECTS BAYT AL-QUR'AN AL-AKBAR PALEMBANG'S LARGEST TYPICAL WOOD CARVING IN THE WORLD Minsah, Minsah
Al-Risalah : Jurnal Studi Agama dan Pemikiran Islam Vol 16 No 1 (2025): Al-Risalah : Jurnal Studi Agama dan Pemikiran Islam
Publisher : Fakultas Agama Islam, Universitas Islam As-Syafiiyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34005/alrisalah.v16i1.4486

Abstract

This study examines the marketing communication strategy employed in developing Bayt Al-Qur’an Al-Akbar, a unique religious tourism attraction in Palembang renowned for its world’s largest and most exquisite wood-carved Qur’an. Using a descriptive qualitative approach, the research explores the application of the marketing communication mix—advertising, sales promotion, public relations, publications, and direct marketing—in enhancing visitor interest and engagement. Additionally, this study analyzes the role of key influencing factors, including government and private sector support, human resources, infrastructure, and budget constraints. The findings reveal that while Bayt Al-Qur’an Al-Akbar possesses significant potential as a religious tourism destination, challenges such as limited promotional efforts and insufficient collaboration with related sectors hinder its optimal development. To address these issues, the study recommends strengthening human resource capabilities, expanding digital marketing initiatives, and improving infrastructure and accessibility. By implementing a more comprehensive marketing communication strategy, Bayt Al-Qur’an Al-Akbar can further solidify its position as a prominent religious tourism landmark, attracting both domestic and international visitors.
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