<![CDATA[The hospitality industry faces intensifying competition, necessitating promotional strategies that attract tourists while building trust. One such approach is "Muslim-Friendly Hospitality" promotion—a strategy highlighting facilities and services that cater to the needs of Muslim tourists while maintaining inclusive service for non-Muslim guests. This study aims to analyze the Muslim-Friendly Hospitality promotional strategy at Kata Oma Hotel, Bengkulu City, regarding its impact on tourist interest, and to examine it from a Sharia economic perspective. A qualitative descriptive method involving field research was employed. Data were gathered through observation, interviews, and documentation involving six informants: a manager, marketing staff, security personnel, and three hotel guests. Data analysis involved reduction, presentation, and conclusion drawing. The results indicate that promotional strategies were executed via social media, Online Travel Agents (OTAs), influencer collaborations, and direct outreach to government agencies and private companies. These strategies were reinforced by the implementation of Muslim-Friendly Hospitality practices, such as providing halal food, prayer rooms (mushala), prayer equipment, copies of the Quran, Qibla direction indicators, wudu-friendly sanitation facilities, and friendly, professional service. These strategies contributed to increased visitor interest, trust, brand image, and hotel competitiveness. From a Sharia economic perspective, the promotional strategy aligns with the principles of (shiddiq), (amanah), (tabligh), (fathanah), and (al-'adl), and is free from elements of (gharar) and (tadlis).]]>
Copyrights © 2024
