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All Journal Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK)
Hamidon, Nor Azlin Binti
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Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI BRANDING PARIWISATA HALAL PULAU PENYENGAT SEBAGAI DESTINASI WISATA ISLAMI UNGGULAN DI INDONESIA Nugraha, Yudhi Martha; Awang Pawi, Awang Azman; Mohd Nasir, Nur Yuhanis Binti; Hamidon, Nor Azlin Binti
Jurnal Riset Mahasiswa Dakwah dan Komunikasi Vol 6, No 3 (2024)
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/jrmdk.v6i3.35650

Abstract

Pulau Penyengat, sebuah destinasi bersejarah di Kepulauan Riau, memiliki potensi besar untuk menjadi destinasi wisata Islami unggulan di Indonesia. Artikel ini bertujuan untuk mengeksplorasi dan menganalisis strategi branding yang dapat diterapkan guna memperkuat identitas Pulau Penyengat sebagai destinasi pariwisata halal yang menarik. Dengan menggunakan pendekatan kualitatif, penelitian ini memanfaatkan data primer melalui wawancara mendalam dan observasi lapangan, serta data sekunder dari literatur yang relevan. Penelitian ini mengidentifikasi elemen-elemen kunci dalam branding, termasuk penguatan nilai-nilai budaya dan religius, pengembangan fasilitas pendukung berbasis halal, serta optimalisasi promosi digital. Selain itu, penelitian ini juga mengungkap tantangan yang dihadapi, seperti kurangnya infrastruktur yang memadai, keterbatasan sumber daya manusia, dan rendahnya kesadaran masyarakat terhadap potensi pariwisata halal. Namun, peluang besar tetap terbuka melalui kolaborasi strategis antara pemerintah daerah, pelaku industri pariwisata, dan masyarakat lokal. Hasil penelitian menunjukkan bahwa sinergi antar pemangku kepentingan sangat penting dalam menciptakan Pulau Penyengat sebagai destinasi unggulan yang mampu bersaing di tingkat nasional dan internasional, dengan tetap menjunjung tinggi prinsip-prinsip pariwisata halal.
Potensi Pengembangan Pariwisata Halal Berbasis Budaya Melayu di Pulau Penyengat: Analisis SWOT Nugraha, Yudhi Martha; Awang Pawi, Awang Azman; Hamidon, Nor Azlin binti; Mohd Nasir, Nur Yuhanis binti
Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya Vol 9, No 3 (2025): Juli 2025
Publisher : Fakultas Ilmu Budaya Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jbssb.v9i3.20204

Abstract

Penyengat Island, as one of the centers of Malay-Islamic cultural heritage in Indonesia, holds significant potential to be developed as a culture-based halal tourism destination. This study aims to analyze the potential for halal tourism development on Penyengat Island by leveraging its rich historical legacy and the Islamic values embedded in Malay society, as well as identifying strategic factors through a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). The research employs a qualitative case study approach, with data collected through field observations, in-depth interviews with stakeholders, and reviews of relevant documents. The findings reveal that Penyengat Island possesses strengths such as its rich historical heritage, including the Sultan Riau Mosque, the tomb of Raja Ali Haji, and well-preserved Malay-Islamic cultural traditions. However, weaknesses such as limited infrastructure and a lack of trained human resources in halal tourism pose major challenges. On the other hand, opportunities like the growing global demand for halal tourism and government support can be leveraged for further development. Threats include competition with other halal tourism destinations and the risk of uncontrolled cultural commercialization. Based on these findings, the study proposes development strategies, including infrastructure improvement, human resource training, and integrated promotion to position Penyengat Island as a leading halal tourism destination. The implications of this research not only contribute to local tourism development but also enrich academic literature on culture-based halal tourism. Keywords: halal tourism, Malay culture, Penyengat Island, SWOT analysis, Islamic heritage.
Co-Authors Awang Pawi, Awang Azman Mohd Nasir, Nur Yuhanis Binti Nugraha, Yudhi Martha